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To make Tesla a car manufacturer nowadays certainly seems like a difficult task, but it may not be a sacrilege to applaud the various efforts made along the way. Elon Musk has repeatedly explained that the California brand could not carry out its mission of sustainable development, as most Tesla fans know. However, the scope does not only concern the number of players using electric vehicles. It's also a matter of taste and finances for the consumer.
On the one hand, big cars are very popular in the US national Tesla market, the United States. Of course, Tesla has the X model for those looking for an SUV. But in some parts of the US, this equates to the price of a mortgage and is out of financial reach for many (most?) Large families. In fact, I have tried to promote the idea of a Tesla to my best friend, lawyer and whose partner has a well paid computer job. they seemed to me to be the ideal income bracket for the broader brand offering. His immediate response was, "Ha! We would never afford to buy a Tesla! ". We talked about Model 3 and Model Y coming up, but with 3 kids in day care (and all with big car seats), she could not contract "another mortgage" just to drive them from place to place place regardless of other benefits.
By the way, I'm sure Tesla will eventually fill that gap, but for the moment, I want to point out that its competitors would find a niche that could be a boon for Tesla in the long run.
Audi could potentially have another 100% electric option for someone like my friend in the e-tron. The price tag of $ 70,000 + is not quite comparable to the $ 30,000 it paid for its Honda Pilot, but if you line up for fuel and maintenance costs AND that you presented the e-tron 50, my best adept of good deals may bite. Audi recently launched this 71 kWh short-range version of the large SUV e-tron in Norway. Its cost price is about 55,000 dollars, with a range of about 150 km. As her kids get older (and the car seats get smaller and smaller), she could get used to the whole "plug your car at night" game and be open to something more entertaining at the Tesla.
Then there is the Jaguar I-PACE. Despite its range pricing and access issues, this fully electric luxury brand crossover has an advantage over some consumers over Tesla: it's not a Tesla. Now, I do not say that in a pejorative way. I am all the more saying that there are many consumers accustomed to admire the style of some brands and who grew up dreaming of owning one someday. My colleague's husband comes to mind, actually.
He thinks Tesla has amazing performance, but it's a full-fledged guy. He just likes I-PACE's style a little more than a Tesla for the moment, and would also prefer that his first EV comes from a brand whose other models have been catching his attention for decades. . If he adopted his old hobby racing hobby with I-PACE, which would certainly be tempting after the experience of the immediate couple and the power of an EV, he would see probably the light surrounding the Tesla property after being smoked by a few performances of the model 3.
Finally, there are budget buyers (me included) who see model 3 at $ 35,000, but who also see the Nissan LEAF of $ 15,000. Since I have a few children, this purchase would be purely a "racing runner" because my main car needs to be bigger and not more expensive than my future land and farm combined. If the price of a used Tesla is that type of market, which is unlikely given the plans of Tesla Network 3 for Model 3, I would bite for sure. But the LEAF does something useful: it brings people like me to get into an electric car that I can afford, which is part of the big picture, right? And kids grow up and end up buying their own cars, which means I can someday swap my minivan for something a little more … Tesla.
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