Tesla Model 3. A good step ahead of the competition – L’argus PRO

In 2021, Tesla’s sales jumped 87% worldwide to reach 936,172 registrations, including 26,446 in France (+258.7%), which allowed it to experience its first profitable year – taking into account the accumulated losses since 2003. – with a profit of US$ 5.5 billion. With a market share of 21%, it is now the world’s largest manufacturer of electric cars, far ahead of the Chinese SAIC (609,730 units, 13% of the market) and the German Volkswagen group (451,131 units, 10%).

Furthermore, the American manufacturer led by Elon Musk does not intend to stop its incredible rise anytime soon, as it displays its ambitious desire to increase its car deliveries by 50% every year. Tesla is counting on the opening of two new factories in 2022, in Berlin (Germany) and Texas (United States). In this context, Europe and France are not far behind, while the Model 3 seems to be the manufacturer’s locomotive. Of the 26,446 Teslas sold in France last year, the Model 3 constitutes the overwhelming majority (94.2%) with 24,911 units (+284.6%).

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Discreet evolutions and bonus effect

Globally, Tesla holds 21% of the electric car market.

Tesla also benefited from several perks last year with its Model 3, which launched in early 2019 in Europe. In addition to the explosion in demand for electric models, it received some technical and stylistic changes in February 2021, including new rims, an automatic tailgate and even double glazing. The manufacturer, however, refutes the term restyling because its vehicles “evolve very regularly” by “software and physical improvements”, that are “supplied throughout the vehicle’s life cycle”.

But more than these low-key developments, there was certainly an ecological bonus effect on Model 3 sales in France in 2021. Indeed, Tesla has gotten into the habit – which can seem confusing to competing drivers and manufacturers – of regularly varying the prices of its cars, both up and down. After starting its career above 50,000 euros, the Model 3 found itself like this for several months under the fateful bar of 45,000 euros, which allowed it to claim the ecological bonus of 6,000 euros. Thousands of French customers can thus boast that they managed to buy a Tesla for the amount – certainly substantial, but not for an electric car – of around €39,000 last year.

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No discount

white tesla 3 model
The Tesla Model 3 received several technical and stylistic evolutions in February 2021.

In this context of regular price fluctuation and while the manufacturer is blocking its communication to the extreme – French teams are prohibited from giving interviews to journalists, only the boss Elon Musk speaks in the media – it is difficult to calculate an average basket for the Model 3. because there are no information filters on the sales mix according to the finishes, nor on the (few) options. However, we believe that the bonus effect has encouraged customers to choose the entry-level version as a priority, that is, an average basket that we estimate at around 45,000 euros in 2021. Note that Tesla’s commercial policy “no discount” and “the prices indicated in the configurators are the actual prices of the vehicles”.

On March 22, 2022, the Propulsion version will be shown at 49,990 euros, while the Long Autonomy and Performance versions, equipped with a “Dual Motor” are sold at 58,990 and 62,990 euros. The Tesla Model 3 is therefore no longer eligible for the maximum bonus this year. The first two finishes are available in November 2022, compared to May 2022, the higher priced version.

READ. Tesla, electric car world champion in 2021

Online sales

white tesla 3 model
Even though the manufacturer has 16 Tesla Centers in France, all sales are made online.

Furthermore, not content with revolutionizing the auto industry, the American manufacturer is also turning the distribution model on its head. “At Tesla, the shopping experience is unlike any other car dealership,” writes the constructor for us. It certainly has 16 Tesla Centers in France, but “all our customers buy their vehicle online”, he continues. However, they may benefit from the assistance of a sales consultant, either over the phone or in-store.

By the way, the American manufacturer practicing – like Dacia – a fixed price policy, he praises the absence of “ long and tedious negotiations” during the act of purchase. This makes the procedure faster, especially as the choice is limited in terms of finishes and optional equipment. “The order only takes a minute”, we are informed.

READ. Tesla Model 3 (2022) Test. Is it still a good deal?

A good start

white tesla 3 model
For several months, the Model 3 was below €45,000 in France, which allowed customers to benefit from an ecological bonus of €6,000.

“Data on European shopping habits reveals that 4pm is the time when Tesla owners most often buy their car, with a very busy window between 3pm and 6pm. also indicates Tesla. Tuesday is the most popular day, followed closely by Wednesday. » While “Three-quarters of prospective customers placed an order for the house,” these are particularly tech-savvy, as they “just over a fifth” of French customers place orders via smartphone or tablet. In some countries, such as the Netherlands and Germany, “more than half of the customers” ordering did not even try out the car beforehand at a Tesla branch.

Finally, it should be noted that customers are happy to carry out their free software updates remotely, when they are not buying a pack of additional options to improve their car’s performance, or benefit from heated rear seats, as in the Model 3. .Standard Plus autonomy. Electric cars, clean branding, sales digitization, remote upgrades… While many competing manufacturers have just announced heavy investments in these areas, Tesla definitely seems to have a good head start!

Tesla Model 3 sales channels
Individuals make up the overwhelming majority of Tesla Model 3 customers.

*Source: NGC-Data®

The first 12 months of the refurbished Tesla Model 3*

Total sales: 24,875 units

Monthly average: 2,073 units

Best month: June 2021 (5,001 units)

Sales target in 2022: +50%**

Number of units produced: 930,422 units in 2021***

Production location: Shanghai (China)


February 2021 stylistic and technical evolutions

(**) Global annual growth target

(***) Model 3 and Model Y combined

Residual values ​​at 36 months* Ten years ahead in terms of electric vehicles and connectivity, Tesla took historic manufacturers by surprise.

Therefore, the Model 3’s rivals can be counted on a few fingers of one hand. The main one remains the new BMW i4, which lives up to the American without dethroning it. The Model 3’s qualities, not to mention its network of superchargers, explain its very high residual values ​​for an electric vehicle. In comparison, that of a BMW i4 eDrive40 M Sport is 55.4%.

Standard Plus 61%

61% long autonomy dual engine

AWD Dual Motor Performance 62.7%

* Electric: 36 months and 45,000 km

Source: Prevar / L’argus

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