Tesla sales collapse in Norway, Audi e-tron takes the lead

Norway is one of the more important countries for Tesla due to its highest per capita ownership of plug-in electric vehicles in the world, accounting for nearly 60 percent of total sales in the country. But Tesla is no longer a notable part of Norway’s EV revolution in 2020 so far, as the brand has lost its market share to the competition.

The adoption and deployment of electric vehicles in Norway, particularly zero emission vehicles, has been driven by policy, and since 1990, actively supported by the Norwegian government. This helped Tesla become a dominating company in the country’s auto market, but it is now witnessing a historic decline in sales for Model X and Model S under relatively stable market conditions.


Tesla Model 3

Model 3 sales have been locked in a downtrend past year, and so far this year only 201 vehicles have been sold, a decline of about 75 percent from the same period last year.

*Registrations until 26 February 2020, data source: eu-evs.com

Tesla Model S

Model S used to rank among top selling vehicles overall in the country, but that is no longer the case, as its sales have almost died out. The fourth quarter of 2019 saw a tremendous decline of 92 percent compared to the same period the previous year. And in 2020, Tesla has only managed to sell 19 vehicles so far.

Tesla Model X

Model X sales declined by 85 percent in fourth quarter of 2019 as compared to the same period of 2018. The downtrend continues in 2020 with only 18 sales in January and 14 in February so far.

Audi e-tron

Audi e-tron is the company’s first mass production electric vehicle, and has seen consistent sales after its launch last year. It ranked as number one best selling EV in the month of January, as well as in February so far with record sales.

Comparison

A comparison between Model X, Model S and Audi e-tron reveals the extent of disruption in Tesla’s market share.

Top 15 EVs of 2020

So far in 2020, none of Tesla vehicles are in the top 10 EVs list, and only one vehicle in top 20, the Model 3 at 12th spot by sales. Audi e-tron SUV ranked first with robust sales of 1,888 vehicles, followed by Volkswagen e-Golf with 1,119 sales and Nissan Leaf with 761 sales.


Contact the author: willismcguire@wheelsjoint.com



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Paul
Paul
1 year ago

E-tron sales are now 1,066 in Norway in Feb and climbing. This is big, since most pro Tesla sites like electrek, cleantechnica have been peddling Audi e-tron as a failed product, but this proves them wrong.

Marcel Dagenais
Marcel Dagenais
1 year ago
Reply to  Paul

Sounds more like protectionist bologna, European union protecting their own.

Burbur
Burbur
1 year ago

Norway is not a part of EU

Gordon
Gordon
1 year ago
Reply to  Burbur

Wow you mean Norway pay’s no money to the EU whatsoever They do not obey any EU law . Only law made in Norway . Norway is a sovereign nation like the UK is. Obviously your a university graduate. Academic pass any test good memory and, Absolutely no brains to think for yourself. The ideal EU citizen.

Dalton Trumbo
Dalton Trumbo
1 year ago
Reply to  Gordon

Norway isn’t in the EU. Sorry if this upsets you Gordon.

Jonas
Jonas
1 year ago
Reply to  Gordon

Also UK is not part of EU.

Jon Gisle
Jon Gisle
1 year ago
Reply to  Paul

This article is fake news. Everybody knows that Tesla deliver cars to Norway in the end of each quarter

Craig White
Craig White
1 year ago
Reply to  Jon Gisle

And that adds to the fact that they have poor planning , poor logistics …… vehicle production whether is ICE cars or EV s is a normal everyday occurrence for car manufacturers , it’s what they do …. so for Tesla or any other manufacturer to only ensure stock availability at the end of a quarter is poor logistics and poor customer care . No company can continue effectively with sporadic deliveries , all condensed into a compressed time frame …… and yes , Tesla has been making vehicles now for enough time to have sorted out their logistics and transport issues

Will Joy
Will Joy
1 year ago
Reply to  Jon Gisle

Today is March 25 (4 days until the end of the quarter), and the totals are:
Audi E-tron = 3411
Volkswagen Golf = 1788
Nissan Leaf = 1598
Tesla Model 3 = 976

Tesla is going down the drain !!!

Troy Savary
Troy Savary
1 year ago

I said once there were more options, Tesla sales in Europe would plummet. Tesla cultists called me a troll and a shill. Looks like I will be proven right.

TJ
TJ
1 year ago
Reply to  Troy Savary

Norway is not Europe, in the same way New York is not America.

You won’t be proven right at all until sales in Europe actually plummet. And with Tesla getting a factory in Europe and reducing the large amount of time and cost with shipping from the US. You will be in for a rude awakening if you think Tesla won’t be successful in Europe for a long time.

Troy Savary
Troy Savary
1 year ago
Reply to  TJ

Netherlands, France, Finland, Sweden, and Germany have all had similar drops in Tesla sales. Besides, Norway has been held up as proof of Tesla dominance by the fanboys, so drops in Norway are definitely a bad sign for Tesla.

Marcel Dagenais
Marcel Dagenais
1 year ago
Reply to  Troy Savary

The states will put tariffs on e car imports I think Audi will suffer more by being pushed out of the north American market .

Me
Me
1 year ago

So much about the protectionism… us is afraid of their own kapitalism. Free matket my a**

Craig White
Craig White
1 year ago

And then Europe would put tarrifs on American vehicles as well …. results will be similar

MacD
MacD
1 year ago
Reply to  TJ

Tesla sales will continue to fall until Americans learn to build a quality car.

Michell
Michell
1 year ago
Reply to  MacD

mericans learn to build a quality car ? Hahahaha … That will never happen 😉

Mark Schaffer
Mark Schaffer
1 year ago
Reply to  MacD

What are the recalls for all those “quality” cars?

Vuththiwat Tanathornkosithgira
Vuththiwat Tanathornkosithgira
1 year ago
Reply to  Troy Savary

Have you thought of transferring of vehicle over sea?
AUDI is right there also Model Y might be the reason in all this drop. Let wait and see

El Nombre
El Nombre
1 year ago

The majority of sales in the first quarter of every year are shown to be in March. March 2020 hasn’t happened yet making this article appear to simply be clickbait.

Nile
Nile
1 year ago
Reply to  El Nombre

lol, where are December 2019 sales then? Tesla got rekt in 2019 Q4. This will follow in other countries, as Norway was an early adopter, and now they know how bad Tesla really is.

Cam
Cam
1 year ago
Reply to  Nile

The model 3 sold 1000 more units in Dec 2019 than the e-tron. That’s not including model S and X sales.

Even still, will more electric vehicles coming out that can stand up to Tesla (range and performance), of course they are going to lose market share, that’s just basic economics. And the fact that all their models have been out for years (10 for there model S) with no major redesigns, while most other manufacturers do with their models every few years, interest will drop.
But with the model Y starting delivery later this year you’ll see sales be high for that one when it’s new too

Craig white
Craig white
1 year ago
Reply to  Cam

E – tron is NOT a direct model 3 competitor , price wise it’s a Model X and S competitor , so that fact that a vehicle that in some Spec double the price of model 3 makes the sales numbers an even more commendable achievement

Tor S
Tor S
1 year ago
Reply to  Craig white

In Norway a 4WD Tesla 3 cost from 475.000NOK, and the e-Tron 50 cost from 499.900NOK.

Juan Rodriguez
Juan Rodriguez
1 year ago
Reply to  Cam

The ** don’t realize that the issue is that with Tesla selling SO MANY cars in Dec. in Europe, they pretty much RAN OUT OF CARS TO SELL!!!
They don’t have a factory in Europe, YET … Which means that they have to send more by ship, which takes a LONG time.

Jon Gisle
Jon Gisle
1 year ago
Reply to  Nile

Ha ha. I have been driving Tesla’s since 2013 and are super happy about the cars.

Marcel Dagenais
Marcel Dagenais
1 year ago
Reply to  El Nombre

Norway subsidizing the home grown favourite,more than likely

Jonas
Jonas
1 year ago

Huh? None of the cars in the list are home grown, numpty.

Lol
Lol
1 year ago

Audi is from Germany, ***. Norway is its own country, we have no interest in protecting Tesla or Audi.

Robert
Robert
1 year ago

wow, model S and X really fell off the cliff. Should be expected. Poor quality and poor customer service.

Huntsman
Huntsman
1 year ago
Reply to  Robert

Tesla brand is only in business because of hype and social media push by its fanboys. But the problem is most of these fans don’t have money to buy one. A normal person would buy a proper luxury car when spending $50,000+.

Marcel Dagenais
Marcel Dagenais
1 year ago
Reply to  Huntsman

So you think your normal?

Marcel Dagenais
Marcel Dagenais
1 year ago
Reply to  Huntsman

Does Audi have a space program,let’s run the stats on both cars see who’s full of it.

Jonas
Jonas
1 year ago

Does Tesla run a space program?

Sue Reid
Sue Reid
1 year ago
Reply to  Huntsman

We bought a model 3 in September and absolute love it. Customer service is pretty rubbish but the car is amazing. Its a joy to drive wish we had two as my husband usually bags it. Don’t know the Audi so will be interested to see one on the road. The great thing is that there will be more electric cars on the roads which has to be good for the environment, I don’t feel the need to slag other makers off just enjoying our Tesla

Evguy
Evguy
1 year ago
Reply to  Robert

Do you own a Tesla? I do and you are wrong

Me
Me
1 year ago
Reply to  Evguy

I do and he is right. Most self driving features are pointless so far. Only through cameras? What about snow and bad vision? Actual range when normally driven: half of advertised. Bad repair situation. Superchargers? Not important for my use. I like EVs, and Tesla are ok. But I will absolutely ditch mine.

Lol
Lol
1 year ago
Reply to  Me

Dude you got around fine with your eyes in snow right ?

Martin Winlow
Martin Winlow
1 year ago
Reply to  Me

As a Tesla owner of 5 years, you are talking rot.
 
I *always* use Autopilot on long drives and find it 98% effective and 100% fantastic at reducing the fatigue of highway/motorway driving (and is *isn’t* ‘self-driving’ as one or two morons have discovered at the cost of their lives). Oh, and all Tesas have RADAR, too (bar the Roadster) – can’t believe you don’t know that! Haven’t you read the manual?
 
You must have the air con/heater on full blast, break the speed limit everywhere you go and have a very heavy right foot as I get at least 90% of the advertised range on my S and always have. If you drive like a loon all the time, your mileage may vary!
 
Superchargers may not impress you but for the competition this has been a total deal-maker for Tesla. That situation is beginning to change in Europe (at last) but the competition have a *very* long way to go to catch up with Tesla. Most drivers need long range capability occasionally and without a truly rapid (ie 100kW+ charging network) that just isn’t practical for drivers of non-Tesla EVs… yet.
 
I don’t know about repairs (for crash-damage anyway – have you crashed yours, then?!) but when I needed a spare part for the boot lock it was sent by post to me in less than a week.
 
 

Mike
Mike
1 year ago
Reply to  Robert

Hardly

Marcel Dagenais
Marcel Dagenais
1 year ago
Reply to  Robert

Are you speaking as n owner or just a Tesla basher like the rest ,look up any car built by Audi they all have issues let’s not forget their a young company ,Audi’s been around a long time but they know less about it and their cars are shaped like a shoe brush.

Me
Me
1 year ago

Are you speaking as a critical consumer or fanboy? No, audis do not have the same type of issues: broken falcon doors, spontaneous combustion, paint, cheap interior, bad user interface (on model 3)…

ChengYu Xi
ChengYu Xi
1 year ago

US tax credit run out last by end of 2019. Tesla had been focus on US delivery later half of the 2019, that why the sale in other regions dropped.
Tesla had two record breaking sale quarter, sale still over their increasing production capabilities. Talking about its market losing is pointless.

Trond
Trond
1 year ago

People really are thick. In the beginning of each quarter Tesla mainly produces for export, as a result sales are fairly low in the US and very low in those of the export market that are sold out.
In Q4 2019 the Netherlands were prioritized due to new taxation in 2020 and Norway a.o. were ‘short-shipped’. Until last week Norway has had no deliveries of Tesla’s in 2020 and even in Norway you can’t sell what you don’t have. There have been sold a total of 53 Model 3’s in Norway so far in February, 29 of them only in the last week. It is during the next few weeks Norway again will have inventory and the possibility of selling.

This is a well known fact of how Tesla runs it business. Så either Willis McGuire is not even aware of this or he uses it trying to create FUD for Tesla. If his level of knowledge is so low that he was not even aware of this, he should not draw conclusions on anything regarding Tesla and have them published. If he just is yet another FUDster, be aware os it and smile while you are reading.

Svein
Svein
1 year ago
Reply to  Trond

now 11. mars and etron(413) still outsells tm3(228) in norway.

Will Joy
Will Joy
1 year ago
Reply to  Trond

Today is March 26 (3 days until the end of the quarter) and the totals are:
Audi E-tron = 3411
Volkswagen Golf = 1788
Nissan Leaf = 1598
Tesla Model 3 = 976

Tesla is going down the drain !!!

Ben W
Ben W
1 year ago

TSLA stock down 7% today and falling, this could trigger flash crash.

TJ
TJ
1 year ago
Reply to  Ben W

The market as a whole is down

Mike
Mike
1 year ago
Reply to  Ben W

Hey, do another short, lol.

Marcel Dagenais
Marcel Dagenais
1 year ago
Reply to  Ben W

All stocks are down today corona mania

Ben Marcus
Ben Marcus
1 year ago
Reply to  Ben W

Where’s your flash crash now, dingaling?

Mike
Mike
1 year ago

New brands are getting larger tax incentives. No mention here, maybe just another Tesla short seller that lost his as?

Marcel Dagenais
Marcel Dagenais
1 year ago
Reply to  Mike

I love it when Musk baits these short sellers into loosing their shirts .lol

Pat
Pat
1 year ago

VW /Audi have the Volkswagen Bank financing model. So buying there is going to be much easier finance wise. And on a long lived e-car the payments ought to be more manageable.

Bbbbbb
Bbbbbb
1 year ago

Norway only has 5M people.

Will Joy
Will Joy
1 year ago
Reply to  Bbbbbb

Are you dumb ??? Norway has more EVIL than almost all EU together !!

Ben Marcus
Ben Marcus
1 year ago
Reply to  Will Joy

Evil? How is Norway evil?

They’re the most together country I’ve ever seen.

They’ve controlled their population, have been thrifty with their resources, their Sovereign Wealth Fund is $1 trillion and their grid is 98% renewable.

They’re a model country for the world.

Ben Marcus
Ben Marcus
1 year ago

Kids, Tesla somehow produces 7000 cars a week from one plant in Fremont, which is 11,358 nautical miles and 43 days away from Oslo. The fact that Tesla has any cars to spare and they can get them to Norway and service them is kind of a miracle of logisitics – even in the modern world.

Once the German plant starts pumping out cars, numbers in Norway will rise again.

When I was in Norway most of the taxi drivers were in Mercedes. I would imagine most of them are in Teslas now?

Or maybe because of Uber, the taxi service is dead?

Much easier to sell and service an Audi or a VW in Norway, than a Tesla. How many factories do they have?

The numbers will be back. Norwegians are smart and know what is good.

Norway is the model for what Musk and Co are trying to achieve: Electric cars powered by renewable energy.

That’s the model for the world. The Model NO.

I’m almost surprised Tesla didn’t open a plant in Norway but maybe they dont have that kind of engineering and manufacturing expertise, or the manpower.

I like the way that country operates.

Thorstein Klingenberg
Thorstein Klingenberg
1 year ago
Reply to  Ben Marcus

The taxis are still Mercedes. There are still a few Teslas, but with the poor build quality there’s just too many issues. In addition the service departments have been (and some still are) terrible so it’s a no-go for taxis.

Uber isn’t legal in Norway, so that would be a no.

Norwegians seem to have gone premium as they usually do. These are the biggest sellers in Norway in the first half of 2020:

E-Tron, Golf, Kona, Leaf, Outlander, Model 3, Zoe, Octavia, i3, XC60

As for engineering and manpower, we have both, but Norway is one of the most expensive countries in the world so the things we do produce are high end goods where you need high precision and quality and are willing to pay the hefty price. Teslas are neither high precision or high quality so it wouldn’t be a good fit.

Tesla has a really hard time adhering to consumer law. Trying to adhere to labor law would be a nightmare.

Bob
Bob
1 year ago
Reply to  Ben Marcus

Tesla is rubbish, I had a Tesla taxi once, a Model S. Its s*** compared to a Toyota Yaris taxi.

Marcel Dagenais
Marcel Dagenais
1 year ago

But is it the best car ,run the performance chart and list the tax breaks and incentives

Daniel
Daniel
1 year ago

Cherry picking the data I see, Tesla sales in Norway are highly dependent on when the deliveries arrive from the US hence the spikes every few months.

Until Giga Europe is built Model 3 will be built in batches of euro, US, UK spec and delivery will be lumpy.

Model 3 sold 95.000 units in Europe in 2019 E-Tron sold 18,000. E-Tron sold 5000 in the US the Model 3 sold 168,000.

It’s not even close between the two.

AGM
AGM
1 year ago

Do you think he should have built the plant in Norway hmmm……

Ben Marcus
Ben Marcus
1 year ago
Reply to  AGM

I wondered about that too.

Building the plant in Norway means Tesla could have powered the whole deal with renewable energy, and I’m sure they were tempte.

But Norway has no experience building cars – although they are damn good at tunnels and bridges and other things – and they would have had to import the labor and manpower and Norway is intelligently nervous about importing outsiders into their clean, quiet little country.

But the German plant will be powered – in part or in full – by renewable energy exported from Norway using Nordlink, so that’s a good call anyway.

Germans have been building class cars for centuries and they take a lot of pride in it.

Norway has never built a car that I’m aware of.

Bob
Bob
1 year ago
Reply to  Ben Marcus

Teslas built in Germany is still going to be sh**y american tupperware. Many German cars are built in American plants. It comes down to the company, and Tesla is a little like Theranos and the people working there a bit, like those who came up with Juicero. And A CEO who reminds me of Billy McFarland. It’s a big juicy bull**** story. The stock price and the company don’t add up.

Tom
Tom
1 year ago

Nobody talking about saturation and consumers awaiting incoming Model Y?
BIG picture! I doubt Audi will continue to sell this well

Roger Young
Roger Young
1 year ago
Reply to  Tom

Consumers are awaiting for the VW ID.3 and ID.4 that are much better cars in all aspects when compared to Model 3 and Model Y !!