The electric Tesla Model Y surpassed the VW Golf for best-selling cars. Why this is so and why German manufacturers are under pressure.
Nearly 10,000 new registrations in one month – the Model Y is for
Tesla a success story. In Germany, the electric SUV even knocked the famous VW Golf from the throne of the best-selling car. “The world is changing rapidly. Established players run the risk of failing to maintain their established position during a reorganization,” says Professor Stefan Bratzel, founder and director of the Center of Automotive Management (CAM) in Bergisch Gladbach, in an interview with t-on-line.
With electric mobility, the competitive structure in the automotive industry is changing: according to Bratzel, Tesla is number 1 with a “net edge” when it comes to innovations. Only behind is the VW Group with brands such as Volkswagen, Audi and Porsche. Chinese manufacturers like BYD are hot on their heels and are entering the European market with their electric cars. And they offer a quality that can definitely be compared to domestic manufacturers, as current crash tests show.
For Bratzel, the current recording data reflects global developments: “You shouldn’t overestimate those monthly assessments, but the trend is clear: Tesla is the world leader in the electric car market. This is also reflected in the sales figures.”
Another factor is the supply of components: while German manufacturers have long suffered from the chip crisis and market prospects are now clouded by the war in Ukraine and inflation, both Tesla and Chinese manufacturers have had far fewer problems. “So they now have the competitive advantage of being able to deliver faster,” says Bratzel. Skoda, on the other hand, has already announced that the electric cars of the brand for 2023 are already sold out.
“The other players are getting stronger,” Bratzel warns. Something must be done to avoid losing contact with the world market.