Contrary to what we see on a global scale, Tesla’s sales in France are disappointing in 2022. The automotive market is down 12% over one year and the American manufacturer is doing worse with a decline of 15%. Its number of registrations now places it very far in the ranking of the best-selling models. The glory and attractiveness of the Model 3, in 2021, is no longer so strong. Blame it on the increase in prices.
From fourteenth place among the best-selling models, Tesla’s compact sedan now sits in twenty-ninth position. It fell from 24,911 units sold in 2021 to just 10,265 units in the first nine months of this year. The market seems to be taking a little breather this fall, but the brand should not be able to catch up.
In all, only 16,240 Teslas were sold in 2022 in France. A very small share in the 929,910 models sold worldwide. Namely that the Model Y is struggling to find the same popularity as internationally as well. The Model S and Model X, for their part, have always made small volumes.
From 40,000 to more than 60,000 euros
Among the explanations, we cannot close our eyes to the numerous price increases. The Model 3 has undergone 4 price changes lately and has definitely abandoned the super ecological bonus of 5,000 euros, reserved for electric cars under 45,000 euros. Just a year ago, it was possible to acquire the car for less than 40,000 euros. It is now necessary to count more than 50,0000 euros.
A Grande Autonomie model with a correct configuration also costs more than 60,000 euros and can no longer even receive the bonus of 2,000 euros reserved for electric models between 45,000 and 60,000 euros. Same thing for the Performance model, whose price is now around 66,000 euros. The Model Y, which allows Tesla to accelerate even faster in its sales volumes, is not available below 69,770 euros.
Of course, Tesla is not the only manufacturer to have revised its prices. We can talk about Dacia, among the other players on the market that did not hesitate to increase the entry ticket. The Spring model, among the most accessible on the electric market, has increased by 14% in just one year. Same story for the Twingo E-Tech (+11%). Only the Renault Zoé in the Life version manages to maintain its prices.
As for deliveries, ordering a Model 3 in October 2022 means accepting to wait until the period from January to March 2023 for an actual delivery. Tesla, like other manufacturers, has to deal with shortages and production difficulties, especially at its new Berlin factory. And the competition, opposite, begins to weigh. The Volkswagen group, which includes Audi, Skoda, Seat and Cupra, is getting organized and preparing for 1.6 million sales in France in 2022.