California carmaker Tesla is sitting on, at last count, 373,000 pre-orders for its more affordably priced Model 3 sedan. A confidential study conducted for a major automaker shows that Tesla’s Model 3 has changed the market long before its release, legitimizing electric vehicles as a mass market choice.
The typical aspiring Model 3 buyer drives a Toyota, not a BMW, the study says. Those customers are looking to switch because they think they can finally afford cutting-edge technology previously limited to the rich and famous. Tesla, however, may be ill able to afford the customers it’s attracting in droves: Toyota owners are among the most demanding, and they will be confronted with a brand notorious for its lack of reliability. Sound the collision alarm.