How Tesla’s Deliveries Compare With Luxury Rivals Audi, BMW, Mercedes
Tesla (NASDAQ:TSLA) has significantly scaled up its production over the last few years, driven by the Model 3. In this analysis, we take a closer look at Tesla’s total deliveries and compare them with other rivals in the luxury market.
View our interactive dashboard analysis How Tesla’s Deliveries Compare With Audi, BMW, & Mercedes
Model 3 Deliveries Were 1.5x Model S & X Deliveries IN 2018; Look Set To Rise To Over 3x In 2019
- While Model 3 deliveries were a fraction of Model X + S deliveries in 2017, they grew to about 1.5x Model X + S deliveries in 2018 and we expect them to come in at over 3x Model S and X deliveries in 2019.
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In The Super-Premium Segment, Tesla Model S & X Deliveries Have Grown Faster Than Porsche & Bentley Although They Have Cooled Off Recently
- While Tesla Model S&X deliveries grew 3x between 2014 and 2017 (32k to 101k units), they declined to 99k units in 2018 and could fall further in 2019, due to saturation in the premium end of the market and potentially due to some cannibalization from the Model 3.
- In comparison, Porsche and Bentley’s deliveries have scaled from 173k units in 2014 to 243k units in 2018.
Model S&X Average Selling Price
- Tesla Model S & X average selling prices stood at $96k in 2018, compared to about $97k for Porsche and Bentley.
Model 3 Deliveries Stood At Under 150k Units In 2018, Versus 2 Million + For Mercedes And BMW
- Model 3 deliveries are significantly lower compared to German luxury brands, although they are expected to almost double in 2019.
- While Tesla delivered 145k Model 3s in 2018, luxury market leader Mercedes delivered 2.4 million vehicles, with BMW delivering 2.1 million.
Model 3 Average Selling Price
- Model 3 average selling prices are higher compared to Audi, BMW, and Mercedes, as Tesla has emphasized premium versions of the car at launch.
- We estimate that Model 3 ASPs stood at about $56k in 2018, compared to $42k for Mercedes, $34k for BMW (including Mini and Rolls Royce), and $43k for Audi.
Tesla Deliveries As % Of BMW, Audi, Mercedes, Porsche Combined Increased from 0.6% To 4% Between 2014 And 2018
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