The Tesla Model 3 is the fastest selling electric car in Western Europe thanks in part to its strong range claims, while distance boasts from its competitors wilt under examination.
That leadership is coming under pressure led by Volkswagen and its army of brands. The competition is sharpening its electric car engineering, and seeking technology improvements to match and overtake Tesla. Teslas are not threatened by mass market brands yet, but that might happen in the medium term if the company decides to expand into a cheaper price bracket. At least in the short-term it looks as though impressive range will set it apart from the opposition.
The Model 3’s overall market leadership is surprising, given it is much pricier than the number 2 VW ID.3, and sometimes 3 times the price of the little Renault Zoe.
According to Schmidt Automotive Research, in the first 7 months of 2021 Tesla sold 66,683 Model 3s, almost twice as many as the 2nd
place VW ID.3’s 35,481 and 27,881 Renault Zoes. You could argue that the VW Group and all its brands is already in the lead when you add in ID.4 SUV sales of 27,881, the little VW eUp’s 20,906, and various Skodas, SEAT’s, Audis and Porsches. Over the next 5 years, VW will spend about $55 billion electrifying its cars and SUVs across all its brands.
Official range claims for some electric cars are beginning to look as dubious as those claimed by manufacturers for internal combustion engine (ICE) powered vehicles.
I’ve recently spent some days with a Tesla Model 3 Long Range Dual Motor (£53,390 including taxes-$73,200, before subsidy) and it didn’t take long to find out why it is so popular. Tesla claims range of 360 miles using the WLTP (Worldwide Harmonised Light Vehicle Test Procedure) official data and my home charger managed a regular 341 miles. That’s about 100 miles more than competitors like the 90 kWh Jaguar I-Pace’s (£76,045-$104,200 after subsidy) 248 miles or the 95 kWh Audi- E-tron’s (89,470-$122,600 after) 180 miles. Tesla won’t reveal the size of its battery but it’s believed to be 82 kWh.
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