For Tesla, 2023 promised to be a difficult turning point. The brand seemed to have eaten its fill. With its range limited to just four models, two of which (the Model S and X) had only marginal availability, the competition finally seemed able to meet the challenge. But it seems that the time has not yet come to rebalance the booming global electric car market, which has largely been won over by the Elon Musk co-founded company. The "anti-Tesla" brands from Germany and Detroit (USA) have failed to make their mark, and those from China are still a long way from undermining the vibe of the American manufacturer.
While the current year 2023 isn't looking very bright in financial terms, Tesla has taken advantage of this year to consolidate its positions and destabilize some of its rivals. Lackluster third-quarter results – a net profit of $1.85 billion (€1.7 billion), down 44% year-on-year – are the counterpart to a global price war initiated by the brand, from which it has largely emerged victorious.
Launched at the beginning of 2023 in China and extended to other continents, the sudden and spectacular downward revision of prices (up to €10,000 euros less on the Model 3) has put European and American competitors in a difficult position. Entangled in production organization and technological catch-up, they are not yet in a position to offer convincing alternatives to the Tesla.
In the USA, its biggest market, the brand continues to sell more electric cars than all its rivals combined, with almost 60 % of registrations, and its sales grew by 41 % in the third quarter, according to Jato Dynamics. In Europe, its share of electric vehicles has jumped from 13.9% to 18.4% since the start of 2023. In China, its market size has risen from 11.7% to 12.9%, amid an intense trade battle.
The company's brutal price adjustment reflects a change in positioning, involving the sacrifice of operating results in order to win market share. It's a move that goes against the grain of established automotive industry beliefs. Since the shortages of electronic components generated by the Covid-19 crisis, incumbent automakers have openly prioritized the profitability of each model, without seeking to boost sales volumes. This equation has helped to push up the "average order" charge to the buyer of a new car, whose average age, in France, is approaching 60.
A symbol of Tesla's good fortune, the Model Y is set to become the world's most mass-produced car by 2023. In the first half of the year, this SUV – priced at almost €38,000 in Europe, despite several downward revisions – topped the sales charts in all categories, with a total of 518,000 units produced, ahead of the Ford F150 pickup and with the Model 3 in seventh place.
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