2017 was the first year when Tesla’s Model S outsold its German rivals in the luxury sedan segment in Europe. Model S was launched in Europe in 2013, the same year as Mercedes S-Class and has been the main rival of S-class till 2016 before outpacing it in 2017 (Image 1).
Globally, Model S remains Tesla’s best-selling model and constituted more than half (53%) of the global deliveries in FY17.
[Image 1: Luxury sedan annual retail sales in Europe for top 4 players]
Model S retail sales grew at a staggering 38.6% in 2017. On the other hand, BMW 7-Series and Mercedes S-Class recorded a drop of 13.4% and 1.4% respectively in 2017. Meanwhile, Audi A-8 reported a modest growth of 9.6% in 2017.
In Europe, demand for luxury sedan has been particularly strong during the last month of every quarter (Image 2). During such high demand months, Model S has emerged as the top-selling luxury sedan in the last 2-years.
[Image 2: Luxury sedan monthly retail sales in Europe for top 4 players]
Note: Tesla does not disclose its sales on monthly basis and the numbers shown here are based on industry estimates.
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