The Tesla Model 3 is in a class of its own. It’s quicker and more fun to drive than a BMW, safer than a Volvo, has better tech than a Mercedes, and often has a total cost of ownership similar to a Toyota Camry or Honda Accord. All of that makes it a highly competitive vehicle in several markets. Its biggest downside is that the starting price, especially in Europe, puts it in the premium car class and many consumers can’t afford a premium-class car (even if the total cost of ownership is similar to a Toyota Corolla or Honda Civic).
However, in certain wealthy markets where electric vehicles are hot or getting hot, especially Teslas, the Model 3 is a mass-market car. In the US, the Model 3 was the 9th best selling car (this excludes SUVs, crossovers, and pickup trucks) in the second quarter of 2019. In a few markets in Europe, the Model 3 is doing much better.
In Norway, the Model 3 is king of the hill — king of all hills. It is the best selling vehicle on the Norwegian market, by a large margin. The Model 3 is actually doing so well that 12% of passenger vehicle sales have been Model 3 sales in 2019. Approximately 1 out of every 8–9 cars bought this year in the country was the electric super sedan from the Californian automaker. The Model 3 has seen more than 50% more sales than the #2 Volkswagen Golf.
In the Netherlands, the Tesla Model 3 was the 3rd best selling vehicle in January–August, nearly 2nd best. With a high number of deliveries expected in September, the Model 3 will probably rise to #2, only trailing the much cheaper Volkswagen Polo. Just to highlight how crazy the Norwegian market is, though, even in this Dutch market where the Model 3 is #3 and nearly #2, its market share is ~3%. Approximately 1 out of every 37½ cars is a Model 3.
In Switzerland, the Tesla Model 3 is again in the top 10 amongst all passenger vehicles (not just cars) in the first 8 months of the year. It’s #7 in this market and only 90 registrations behind the #5 Mercedes-Benz C-Class and 200 behind the #4 Mercedes-Benz A-Class. Expect the Model 3 to pass up the C-Class in September following Tesla’s usual end-of-quarter delivery peak, and perhaps even the A-Class. I’ll be sure to update you soon.
Addendum: If you want a color-coded chart for Norway, here you go (red for fully electric vehicles, blue for gasoline/diesel vehicles, purple for a mix):
If you’d like to buy a Tesla and get 2,000 miles (3,000 km) of free Supercharging, feel free to use my referral code by October 1: https://ts.la/zachary63404. After October 1, it’s presumed that you will get 1,000 miles (1,500 km) of free Supercharging by using that referral code (or someone else’s).