The Tesla Model S EV sold more in the first quarter of 2013 than the Mercedes S Class, BMW 7 Series or Audi A8 in the USA. But it’s not a valid comparison.
The Model S is proving a big success for Tesla – and giving Tesla its first trading profit ever and a big jump in share price in the process – with sales in the first quarter of 2013, which saw 4,750 Model S leave Tesla for customers garages.
Now CNN are talking up the success of the Model S (although they seem to have lifted the comparison from Green Car Reports) further by claiming it is now so successful it’s outselling the German luxury competition with far more sales so far in 2013 than the Mercedes S Class, BMW 7 Series and Audi A8. But that’s a pointless comparison.
The Tesla Model S comes under a completely different category from the luxury cars from Mercedes, BMW, Audi (and Jaguar) and comparing sales numbers with those cars is as convincing as saying the Tesla Model S outsold the Rolls Royce Phantom and Bentley Mulsanne.
In fact, we should be comparing sales of the Model S with sales of cars like the BMW 5 Series, Mercedes E Class and Audi A6. Then the numbers look very different indeed.
Take the BMW 5 Series as an example. In 2012 BMW sold more than 300,000 5 Series cars in the US – a figure that dwarfs Tesla sales – and is a proper comparison with the Model S, with a range of models broadly falling in the same price brand. The S-Class, by comparison, starts where the Model S leaves off and keeps on going.
The Tesla Model S is doing well, but when it comes to comparisons let’s compare apples with apples and set the record straight.
It seems Green Car Reports and CNN may have a ‘Green’ agenda and don’t want facts to get in the way of a story.
Carla Richards says
I love this car as a wishful consumer. It rides like the wind and holds 5 easily. Two big trunks. 1 in the front and 1 in the back. It seems so strange not to have any engine and other parts. It’s a battery run car. Only the battery and the frame, inside, and lots of electronics to appeal to Nerds.
Simonsez says
According to someone somewhere in America the Model S is the equivalent of an S Class? There was me thinking it was a strong contender against cars like the M5, E63 AMG and XFR at the top end and a potential contender. If Tesla want us to compare their top end Model S to the top end S Class S65 then it’s not, by a very long way.
Dteamer says
How can the Model S be a full size luxury when it’s the same size as an XF? Who decided that? Tesla?
ThomasF says
Why would you compare it with a 5 Series? The 5 Series is smaller, and the most expensive version costs about the same as the cheapest Model S. Meanwhile, the 6 Series and 7 Series are sized about the same and start at around the same price. Those are routinely compared against the S Class, which starts around $90k, while the Model S tops out at $116k.
The only large luxury vehicle which outsells the Model S is the Cadillac XTS. But then again, those are priced even more inexpensively than a 5 Series.
CNN did not make this comparison speciously. It is based on the official classification categories of multiple car guides. Anyone arguing otherwise is arguing based on their own biases as opposed to how the industry categorizes these cars.
Cars UK says
Maybe in the US the Model S qualifies as a full size luxury car? If it does then presumably so does the Jaguar XF which is almost identical in length? But in Europe we would call it an executive car or E-segment car – the same as the 5 Series, XF and A6.
We wouldn’t consider the Model S an F Segment car as it’s too small and a chunk shorter than the Mercedes S Class, Jaguar XJ, Audi A8 and BMW 7 Series.
Gryphonboy says
I believe the comparison is valid. The model S may technically be a cheaper car, but it compares to the A8, S class and 7 series spec wise. Wheel base is shorter, yes, but cabin space and road performance are comparable if not way better.
Donald says
It’s CNN. What more needs to be said?
Cars UK says
It’s a fair point. We just wanted to set the record straight for those who just believe what they read – even from CNN!
Michael says
But its not CNN. This information has been out for about a month.
http://www.bizjournals.com/sanjose/news/2013/04/17/tesla-outsells-mercedes-audi-bmw-and.html
Cars UK says
That may be true, but it came across our radar through the CNN report.
Dave Price says
It may not be outselling the real competition but the Model S now needs to be taken seriously.