Friday, March 6, 2020

Mexico January 2020 (Top 5 Draft)

Tesla Model 3 is #1 in Mexico

We have a new market here, with a draft of what's going on in Mexico, one of the most promising Latin American EV markets, along with Colombia and Costa Rica, more due to its size and proximity to the USA, than actual market share (it is now at 0,1%).

Some 100 plug-ins were sold in January, up 20% YoY, but last year this market almost tripled, mostly thanks to the Tesla Model 3 introduction, that took this market by storm, winning last year Best Seller title by a wide margin, tripling sales of the #2 Mitsubishi Outlander PHEV.

Looking at the current models ranking, the Tesla Model 3 started the year in its usual place, Number One, followed by the Chinese JAC eSei2 EV, the Mexican name for the JAC iEV7S small crossover.

The Chinese brand is selling 3 electric models in Mexico, this being one of the most interesting butterfly effects happening in the EV World, after the Chinese subsidies cut last summer, and with the subsequent sales falling off a cliff in its domestic market, many Chinese brands turned overseas to try and keep the factories running, with JAC, among others, launching their EVs in Latin American markets, like Mexico. 

The remaining Top 5 positions went for the #3 BMW i3, with the Porsche Cayenne PHEV and Mitsubishi Outlander PHEV tied in #4.

In a market influenced by its northern neighbor, the Chevrolet Bolt is also present, with 5 units, but for some reason, the small hatchback has never caught on here.

Tesla Model 3 
JAC eSei2 EV 

BMW i3
Mit. Outlander PHEV
Por. Cayenne PHEV


  1. Numbers are in for France

    1. Renault Zoe - 3076
    2. Peugeot E208 - 2495
    3. Tesla Model 3 - 1025
    4. DS DS3 CROSSBACK - 517
    5. Hyundai Kona - 414

    1. Thanks, two takeaways from the Avere data:

      - The Nissan Leaf is being surpassed by several other EVs;

      - Electrification seems to be doing good to DS, as it provides a reason to exist for the brand. If i were PSA, i would electrify completely both models, as it would provide a competitive edge over the competition.

    2. By "electrify completely", do you mean discontinuing the combustion versions? I don't see how this can be a competitive advantage -- unless they'd use the opportunity to switch to superior EV-only platforms, which doesn't seem to be in the cards...

    3. Smaller and/or recent brands, like DS, are easier to electrify, as there is no big legacy to hold on to.

      As for the "dedicated BEV" thing, while in general is true, that doesn't mean you can't get a great EV without it, just look at the Peugeot 208 EV.

    4. I think the major issue regarding legacy is with stranded assets, rather than branding... Though I guess you are right that the branding aspect might help a bit.

    5. The 208 e is certainly pretty good for what it is (just like the Zoe) -- but I wouldn't call it "great"... It doesn't come with any of the benefits of a from-scratch BEV-only platform, including better interior space, better efficiency, better dynamics, simplicity etc. (And significant cost reductions when manufactured at scale.)

  2. Maarten VinkhuyzenMarch 06, 2020

    I did watch the slow growth of the Tesla supercharging network in Mexico. Followed by the opening of its first dealership in Mexico city. By the size of Tesla's presence, I expected the sales to be much higher.

    Now I think it was mainly to facilitate USA Tesla drivers to visit Mexico with their cars.

    1. Just like Eastern Europe...