Tesla sales in California dropped 24.1 % in the second quarter, the brand’s third straight quarterly decline in the state. Purchases dipped 7.8% in the first quarter of 2024 and 9.8% in the final quarter of last year. Year-to-date, Tesla sales in California are down 17% compared to last year, according to the latest analysis of new vehicle registrations published by the California New Car Dealers Association (CNCDA). Instead of a Tesla from Musk’s $793 billion electric vehicle empire, California car buyers are purchasing battery-electric vehicles (BEVs) from Toyota, Hyundai, and Ford. The analysis found Toyota BEV registrations have soared 108.1% so far this year, while Hyundai and Ford BEV registrations rose 65.7% and 26.4%, respectively.
Plenty of factors are at play in Tesla’s sales decline, Brian Maas, president of the CNCDA, told Fortune. The Tesla Model 3 and Model Y are substantially the same vehicles they were five years ago, and buyers interested in those cars might represent a finite share of the market—and they might already own a Tesla. Without new models to entice customers, buyers look elsewhere for new cars, he said. And while Tesla has dominated the EV market, the past several years have seen competitors creep in and erode the company’s share with lower costs, newer cars, and greater variety, he explained. Accordingly, the Hyundai Ioniq 5 is now the third best-selling EV in California this year, wresting control of third place from the Tesla Model X, the CNCDA analysis found.
And while the data is based only on registrations in California, branding could work against Musk. About 46.9% of registered voters in California are Democrats, while 23.9% of registered voters are Republicans. According to reputational management firm Caliber, more Republicans trust and like Musk than Democrats. Critically, however, more Democrats are willing to buy Teslas, which could be because Democrats are more likely to prioritize buying an electric vehicle over a gas-powered car, Caliber CEO Shahar Silbershatz told Fortune’s Eva Roytburg.
Now, staunchly Blue California has learned about Musk’s reported $45 million a monthdonation to a pro-Trump Super PAC and his endorsement of the former president and Republican Party nominee. This might not bode well for already declining sales, and the Hyundai Ioniq’s rising popularity could be the first blush of a blue backlash.
The Toyota SUV isn't even that strong an EV offering. But they do seem to be aggressively promoting it, maybe to get rid of inventory of a first-generation product which hasn't been well-received by reviewers at least.Yet, California has embraced BEVs in droves, while other car buyers haven’t been as enthusiastic. According to Experian, California’s BEV market share is 21.4%, while the overall U.S. market share of BEVs is 7.5%.
Thing is most of the bits in a BEV are just like any car, and there are some very large companies with a lot of money and long experience of building cars.
This is a common narrative and it doesn't currently add up to much for some of the big players. GM, Ford and VW are struggling to make money per EV and/or struggle get vehicles out of the door.
As an example, Ford are losing $30,000 per Lightning at a ridiculous mark up over it's ICE variant. That's for something that's pretty the same components as the ICE version. How!? As of now, you could generosity give them $15000 to play with on the added battery/motor cost.
Sure. That is the situation now but is not the future.
The Tesla market cap and enthusiastic support base would have you believe that in a couple of years Tesla will be the only car company operating in the West. I don't believe that. The legacy companies have been late to get into the EV game, but I don't believe that they are incapable of catching up. They will have to if they want to compete in certain markets, eg. Europe, in the future.
Whether they can beat the Chinese is a different question. That I don't know. Maybe not. It's not clear Tesla can either.
Tesla suffer from shall we say a lack of mature leadership, and that will be their undoing IMO.
You don't even have to look to China either. Despite start up cashflow issues, Rivian and Lucid are making significantly better EVs than what legacy auto is producing.
I think Korean and to a lesser extent European auto makers make decent EVs.
The legacy companies announced tens of billions in investment and got tax credits. But they started out with huge SUVs and trucks, like the Hummer EV or the coming giant Cadillac Escalade EV, using the battery capacity of 3 or more crossover EVs but priced like $130k or more.
The extent to which they can't or can't afford to depreciate ICE assets too fast is hard to determine.Where they and European manufacturers have an issue is that they haven't been able to bring the cost down in parity with ICE vehicles. At least not in the UK.
The extent to which they can't or can't afford to depreciate ICE assets too fast is hard to determine.
If you look at what the famous BYD Dolphin costs in Mexico, the upcoming small car Stellantis and Renault EVs don't seem uncompetitive.
Nonsense it has a roof rack....It's too small for our family
Nonsense it has a roof rack....
I think the wife and kids would fit on it just fine