Why Tesla Struggles in Germany
- BMW i3 outsold Model S more than 30% in Germany through August
- Tesla needs cheaper Model 3 to lure buyers from BMW and VW
Tesla Motors Inc. has built a cult following in the U.S. for its high-powered electric sports cars. In Europe’s biggest car market, consumers are proving harder to convince.
Just 958 of Tesla’s 81,800-euro ($92,000) Model S, its only vehicle, sold in Germany in the eight months through August, according to data from motor vehicle office KBA. That’s a fraction of the 5,149 deliveries for the comparatively expensive Mercedes-Benz S-Class sedan. German e-mobility pioneer BMW’s i3 electric city car also outsold the Model S by more than 30 percent.