Tesla in a small way? In the first quarter, the American brand recorded a 41% decrease in its records in France with 6,693 units, according to the figures communicated by the automotive platform (PFA) this Tuesday, April 1. Particularly scanned results, while Elon Musk faces a strong challenge in the United States, but also in Europe. This weekend, a Superchargers station was burned in Saint-Chamond (Loira).
A disenchantment for Tesla?
In this tense context, Tesla has slightly corrected the shot in March, with a reduced fall to 37%, but in a French market that goes back “only” 14.5%. The 100% sales participation of electric cars is slightly, 18.2% since the beginning of the year against 18% in the first quarter of 2024.
Can we talk about the disenchantment for Tesla? Actually, in March, the brand launched the deliveries of its new Y. a transition that promptly penalizes sales with a progressive increase in the Berlin factory that produces it for European markets. An important challenge for Tesla: the model was the best car sold in the world, all combined engines, in 2023 and 2024.
With 3,157 records in March in France, Tesla works better than brands such as Fiat, Seat, Kia or Nissan.
A slight decrease in loyalty
The commercial launch of this new model acts as a developer of the consequences of Elon Musk’s political positions, transformed into the right man of Donald Trump in recent months. Clearly: customers will move away from one of the models that acts as a reference in the automotive market since its launch?
In C-Kays specialized in automotive data analysis, we see that a single indicator has decreased since the beginning of the year: loyalty. 80% departure in 2024 to 70% from the beginning of the year: 7 clients who had a Tesla again chosen a brand model.
“I think there is a small Elon Musk effect,” said Clément Dupont-Roc, C-Kays Strategy Director.
However, an effect that puts in perspective because this loyalty to Tesla is still quite strong compared to the rest of the sector, with a level between 40% and 50%.
“We have slightly higher levels in electricity, between 60% and 70%, with the importance of lease, but also customers who doubt the transition to a new energy and, therefore, can calm down when remaining faithful to the brand it already had,” adds Clément Dupont-Roc.
Competeting brands have also largely expanded their supply of electric cars, while customers could consider going to the other hand, for example, of Tesla.
The slight decrease in loyalty benefits Renault and BMW according to C-Kays data. But not yet in Chinese brands, while Byd stands out as a solid competitor in front of Elon Musk’s brand.
Source: BFM TV
