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.
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 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.
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.