January brough a double-whammy for the German BEV market: According to data released by Germany’s regulator Kraftfahrt Bundesmt (KBA) German new BEV registrations soared by 53.5% in the first month of the year. German OEMs tried to push BEV registrations into the new year to improve their standings on the EU CO2 fleet average scales, where bad numbers can cost big fines.
At the same time, Tesla’s January registrations cratered by 59.5%.
Looking at fresh data released today by the KBA, a triple whammy emerged: Volkswagen Group, often blasted as a laggard in the BEV game, garnered a BEV market share of nearly 50% in Germany. Every second BEV registered in Deutschland in January was a Volkswagen Group vehicle. Germany’s best-selling BEV in January was Volkswagen’s ID7 with 3,140 units sold, that’s twice as many BEV as Tesla could move across their whole model range. In January, Tesla could capture only 3.7% of the German BEV market, close to the 3.6% of China’s SAIC and their MG Roewe line. Disastrous data for an alleged hypergrowth brand.
Musk had big hopes for Germany. After all, that’s where he put his one and only EU factory, with aims for outproducing Germany’s Volkswagen behemoth, situated some 130 miles west in Wolfsburg.
Tesla’s best-selling model was the Model Y with 979 units. Fans of Tesla quickly blamed the dismal showing of the Y to upcoming changeover to the refreshed Model Y. First EU deliveries are expected in May of this year, if Tesla’s often ambitious plans can be relied upon. As Tesla sales across the continent nosedive, analysts in Europe point at Musk’s meddling in EU politics, and his support for rightwing radical parties.
According to Fortune, “the so-called Osborne Effect may only be a small contributor to the automaker’s European sales collapse compared to the CEO’s fraying reputation.” 79% of Germans have an unfavorable view of Elon Musk, studies say, deadly for a brand that rests on Musk’s stardom. Teslas used to be popular with well-heeled progressives with green leanings, and Musk’s shift to the rightwing-radical fringe can damage the brand beyond repair. Tesla’s already are called “swasticars” in EU, and it’s not that the market is short of battery-powered alternatives.
