An analysis by Plante Moran shared with WIRED shows that Tesla’s share of the North American electric vehicle market drops from 70% in 2022 to just 31% in 2025, as total electric vehicle production increases from 777,000 to 777,000. 2.87 million units.
In Europe, Tesla’s decline has already begun. Schmidt says data from the first 11 months of 2022 shows Volkswagen’s modular electric powertrain (MEB) vehicle sales by volume outstrip Tesla’s Model Y and Model 3 by more than 20%. His projections show Tesla’s lineup ending the year with 15% of the Western European electric vehicle market, down from 33% in 2019.
The European Union has proposed legislation to reduce carbon emissions by 100% from new cars and trucks by 2035, which is likely to bring more competition from European carmakers in the market.
It is increasingly suggested that Musk’s behavior since taking over Twitter has made the challenging situation for Tesla worse.
Over the past year, Musk has used Twitter to call for the prosecution of former director of the US National Institute of Allergy and Infectious Diseases Anthony Fauci (“My pronoun is Prosecute/Fauci”), change at US senator from Vermont Bernie Sanders on government spending and inflation, and put himself in the position center of the free speech debate. He lashed out at critics, challenging, among other things, their testicle size.
A November analysis of the top 100 global brands by New York-based consulting firm Interbrand estimated Tesla’s brand value in 2022 at $48 billion, up 32% from 2021. but still low compared to 183% growth from 2020 to 2021. The report is based on qualitative data from 1,000 industry consultants and sentiment analysis of published sources, showing the strength of the brand. brand is on the decline, especially in terms of “customer trust, differentiation and understanding of needs”.
“I think [Musk’s] the core is rapidly moving away from him, and people are just starting to say, ‘I don’t like the smell of Tesla; I don’t want to be involved in that,'” said Daniel Binns, Interbrand’s global head of growth.
Among them are once loyal customers. Alan Saldich, a retired tech CMO living in Idaho, put down a deposit for a Model S in 2011, before they even hit the market, after seeing a bodyless chassis. in a gallery in Menlo Park. His car, delivered in 2012, bearing the number 2799, was one of the first 3,000 produced.
He benefits from good customer service, if the company has its own idiosyncrasies. On Christmas morning in 2012, when the car wouldn’t start, he emailed Musk directly to find a fix. Musk replied just 24 minutes later: “…Will see if we can diagnose and fix it remotely. Sorry about this. Otherwise hope you have a good Christmas.”
On New Year’s Day, Joost de Vries, then Tesla’s vice president of global service, and an assistant came to Saldich’s home with a trailer, loaded the car on a flat bed, and drove it. to Tesla’s factory in Fremont, California, for repairs. Saldich and his family later even got a tour of the factory. But since then, he’s cooled off with the company. In 2019, he sold his Model S and now drives a Mini Electric. He said he was particularly upset by Musk’s verbal attacks on government programs and regulations, especially since Tesla has benefited from the EV tax credits of other companies. state and federal.
“Personally, I probably wouldn’t buy another Tesla,” he said. “A, because there are so many alternatives and B, I just don’t like [Musk] anymore.”
