Welcome to a FREE preview of our weekly exclusive! Each week, our team goes beyond News and produces a special edition that includes our thoughts on major stories, why it matters and how it can affect the future.
You can receive this newsletter with all our other exclusive newsletters, becoming a premium member for only $ 3 / month. Your support goes to us behind the scenes! Thank you.
Taking Tesla as a carmaker these days certainly turns out to be a great task, but it may not be blasphemous to applaud the various efforts along the way. Elon Musk mentioned how the California brand cannot accomplish its sustainability mission on its own several times, as most Tesla fans are aware, but the big picture is not just about the sheer number of electric vehicle (EV) players. It is also about consumer taste and finances.
On the one hand, large cars are quite popular in the home market of Tesla, USA. Of course, Tesla has a Model X for anyone looking for an SUV. But in some parts of the US, this is on par with the cost of a home mortgage and beyond the financial means for many (most?) Larger families. In fact, I tried to promote the idea of Tesla to my best friend, who happens to be a lawyer and whose partner has a good paying job in IT; they sounded like the perfect revenue bracket for more branding for me. Her immediate response was, "Ha! We could never afford Tesla! "We talked about Model 3 and the upcoming Model Y, but with 3 kids in daycare (and everyone with big car seats), she couldn't take a 'second mortgage' just to chase them out of place, regardless of the other benefits .
By the way, I'm sure Tesla will address this consumer gulf in the end, but for now, I want to say that their competitors will find a niche market that can be an advantage for Tesla in the long run. Audi could potentially have another all-electric option for someone like my e-tron friend.
The $ 70,000 price tag is not comparable to the $ 30,000 or so it pays for your Honda Pilot, but if you're lining up gas and maintenance costs and presenting the e-tron 50, my favorite deal may be a bite. Audi recently released this 71 kWh, a shorter version of the larger e-tron SUV in Norway, and it runs around $ 55,000 with about 150 miles of range. When her kids get old (and car seats are getting smaller boosters), she can get used to the whole "just turn on your car at night" and be open to something a little more fun a la Tesla.
Jaguar I-PACE. Despite its problems with range ratings and charging access, this all-electric luxury brand crossover has one advantage over Tesla for some users: It's not Tesla. Now, I do not mean this in a negligent way. What is more, I say that there are many consumers who are accustomed to admiring the style of certain brands and have grown to dream of owning them one day. In fact, my colleague's husband comes to mind.
While he thinks Tesla has incredible performance statistics, he is a hot hatch. He just likes the I-PACE style a little more than Tesla at the moment and would also prefer his first EV to come from a brand whose other models have caught his eye for decades. However, if he took the old fun of hobby racing using I-PACE, which would certainly be tempting after experiencing the immediate torque and horsepower of an EV, he would probably see the light around Tesla's property once he was
Finally, there are budget buyers (myself included) who see a $ 3,000 model worth $ 3,000, but then see a used $ 15,000 Nissan LEAF. Since I have several children, this purchase would be purely a "running order" as my main car should be larger and not worth more than my future land and country house together. If the price of a used Tesla were reduced to this kind of bargain, which is unlikely given Tesla Network's plans for the Model 3, I would certainly bite. But LEAF is doing something useful: It gets people like me into an electric car that I can afford, which is part of the big picture right? And the kids eventually grow up and buy their own cars, which means that one day I can trade in my mini van for a little more … Tesla.