Canada September 2018

Back to Earth

After an historic June, September registered 4,400 units, the second best month sharewise, with 2.5% in September, the disruptive force of the Tesla Model 3 was felt once again, with the Tesla midsizer reaching last month leadership. Yet, it was only the second Best Selling Monthly title won by the Californian in its five months career in Canada, but more on that below... 

Looking at the PEV share, thanks the the aforementioned 2.5% performance (only below the historic 3.2% of June), the 2018 share grew to new heights, now at 2.2%.

As previously said, after the June lanslide win, September was only the second time that the Tesla Model 3 was Best Seller, which could mean that Tesla is prioritizing the US market, but could also be the case that the Model 3 demand North of the Border is not so overwhelming as in its home market.

Considering that the Tesla nameplate benefits from the home advantage in US soil, its Canada career could foretell the midsizer success overseas, like it was the case of the Model S and X before it.

Due to this irregular behavior, the Tesla Model 3 is only Third in the PEV ranking, below the leader Nissan Leaf (605 units last month, third best result ever) and the popular Mitsubishi Outlander PHEV.  

The #4 Chevrolet Volt had its worst result in 31 months, with only 136 units, which can only result from the MY 2019 transition change. 

Elsewhere, the VW e-Golf climbed one position to #11, while the BMW i3 was up to #17.

Regarding the manufacturers podium, Tesla (19%) is the new leader, dropping the chronical leader Chevrolet (16%) to Second Place, while Nissan and Mitsubishi (both with 13%) are running for Third.

Tesla Model 3 vs The Others 

Pl	Model	2018
1	Mercedes C-Class	7,934
2	BMW 3-Series	4,959
3	Audi A4	4,556
4 5	Tesla Model 3 Audi A5	4,325 3,667

Due to the irregular career, and despite two class wins (June and September), the Tesla Model 3 hasn't yet reached the class podium, maintaining the Tesla Model 3 in Fourth Place on the 2018 ranking, although the Californian could surpass the Audi and BMW models soon. 

As for the Mercedes C-Class, things are trickier, as the Merc usually registers some 1,000 units/month performances, so i guess the Model 3 will only be able to outsell it next year, once the Short Range version is effectively on the roads.

Another interesting fact is that, with the exception of the Audi A5, the other ICE models are having sales drops, so the Model 3, added to the SUV craze, is reshaping the Midsize Luxury Car market. 

Tesla Model S vs The Others 

Pl	Model	2018
1	Mercedes E & CLS-Class	2,582
2	BMW 5-Series	2,012
3	Tesla Model S	788
4 5	Mercedes S-Class Porsche Panamera	783 676

Unlike its younger sibling, the Model S is clockwork predictable, two slow selling months followed by a hot selling one, allows it to be Third in its class since...Well, since it landed in Canada. 

And yet, the distance it used to had regarding the competition behind it was much more significant, so we could see it slide down in the coming future.

And unlike in the midsize segment, the Model S competition is growing YoY, with the Porsche Panamera in particular going up 39% regarding last year.

A final note for the Tesla Model X, despite now selling above its Model S sibling, with 1,224 deliveries so far this year, the Sports SUV is just #7 in its class, well behind the leader Mercedes GLE (5,793 units).