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Why Norway Loves the Tesla Model S

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In January, Elon Musk made some controversial and critical remarks about hydrogen fuel cell cars when addressing a group of journalists during a Q&A session in Detroit. Musk’s comments were pertinent to my reading audience, so I published them as a blog post.

I then noticed something peculiar. The post had received hundreds of views from a single country: Norway. In fact, most of the views during a two-day period originated from this icy nation of only 5.1 million inhabitants.


Norway’s Best-Selling Car

During much of 2014, Tesla’s Model S was Norway’s best-selling vehicle. Not best selling electric car, but best-selling vehicle overall.

Sales of the Model S have gone gangbusters since its introduction in Norway. In the year and a half since its debut, in the country that’s famous for hosting the 1994 winter Olympics and being home to the popular Netflix show Lilyhammer starring Sopranos veteran Steven Van Zandt, the Model S has been setting records—and pleasing thousands of customers.

Tesla-Model-S-in-the-snow

As reported by New York’s Daily News in April 2014, the Model S outsold Ford’s entire line of cars and sold double the number of Volkswagen Golfs, normally the number one seller in the snowy, narrow country that borders Sweden and Finland.

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During the same period, the expensive Model S outsold the Nissan LEAF by a margin of three to one. Three to one. This goes counter to basic marketing dynamics, where more expensive products typically sell in lower quantities. Depending on battery configuration and options, the Model S is two to four times more expensive than the LEAF.

Satisfying Demand

It seem that the introduction of the Model S helped satisfy a pent up demand for performance-oriented electric cars in the Scandinavian country. As reported in the AID Newsletter (Automotive Industry Data) in September 2013, Elon Musk’s poster child for all things auto electric sold 184 units in its debut month of August 2013. It sold 322 units in September—besting the number two Volkswagen Golf, which sold only 256 cars. Not bad for right out of the gate (and in a nation of fewer than six million residents).

EV News Report, in a November 2014 article, reported that Norway’s goal to put 50,000 electric cars on the road by 2017 should be reached sometime in 2015. In the world of government initiatives, exceeding goals is almost unheard of.

In December 2014, CNNMoney published an article entitled Norwegians Love Tesla More Than Americans that spotlighted the fact that Tesla has sold more than 6,000 Model S sedans in the ironically oil-rich country. This is nearly 10% of the 61,000 all-electric sporty sedans sold globally since its introduction in 2012.


But why?

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Part of the reason is simple economics. Norway’s government has offered steep incentives on battery electric vehicles to motivate its citizens to purchase zero emission cars. “Teslas and other electric vehicles are spared the steep sales taxes that can easily double the cost of a car,” reported CNNMoney last December.

tesla model s in actionNorway’s automotive sales tax can “double the cost of a car.” Imagine that you heard that Tesla was having a 50% off sale on the Model S. Would you be interested?

Norwegians are given additional incentives to jump on the electric car bandwagon, including the ability to travel in bus lanes, free parking, and no toll road charges (prices for which range from $0.65 to $20). For those who drive frequently and rack up the miles, especially for a five-days-a-week work commute, these are significant financial benefits and conveniences.

In Their Own Words

To learn more, I asked Norwegian owners themselves why they purchased a Model S. Most cited good value, inexpensive or free fuel (from home electricity or Tesla-supplied charging stations), exceptional driving range, and good handling in winter weather.

The Model S (in both 60 kWh and standard 85 kWh battery configuration) features a 48/52 front-to-rear weight distribution, making it a well-behaved rear-wheel-drive vehicle in rain or snow—critical in a northern climate like Norway. The top-shelf P85D, of course, features all-wheel-drive, making it even more adept in foul weather. “The total cost of ownership of my Tesla matches my previous car, a Toyota Prius. No fuel cost (not even electricity), no service, cheap insurance. Tesla is cheap compared to other cars in the same class,” said Marius Gromit Nedregård, an engineer living in Oslo (the nation’s capital and largest city).

tesla superchargerStåle Andreassen, who works for his father’s gas station in Bodø (“Oh the irony,” he told me during our interview), in the northern region of the country, said he purchased, “Because the Model S is basically competing against a VW Passat (price wise) in Norway. In the U.S., it competes against an Audi RS7, [BMW] M6, etc. If the Model S cost just a little more than a VW Passat in the U.S., I think it would sell more, don’t you?”

In terms of the power of word-of-mouth and how unofficial test drives from friends and family are propagating news of the value of the Model S in Norway, Andreassen said, “My father is about to replace his Audi A7 fully loaded with a P85D soon, so there will be two Teslas outside of our Esso station. First in the world?”

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The Norwegian love of the Model S is tersely summarized by Are Koppang, an administrative director in Moelv, a city in southern Norway. “I drive a dream car, and cannot see how I will ever switch back to an ICE [internal combustion engine] vehicle.”

Embracing Renewable Energy

Culturally, Norway embraces renewable energy. According to EV News Report, 98% of the nation’s energy is derived from domestically generated, renewable sources. This is somewhat ironic, considering that the country, on a per-capita basis, is the world’s second largest producer of oil and natural gas, directly behind the Middle East (according to the CIA’s World Factbook). According to The Economist, “petroleum accounts for 30% of the government’s revenues.”

The desire to own a zero emission car was echoed by many responses I received from Norwegians. Sune Jakobsson, a system architect in Hommelvik, Sor-Trondelag, said he purchased a Model S, “To…buy an [electric car] with [a] more than 400 kilometer range, and the car is good for the environment.”

When asked why he purchased his Model S, Petter Karal, an owner from Oslo, said, “The opportunity to drive with a clean conscience.”

Goodbye Expensive Gas

Of course, one can’t discount the fact that gasoline is very, very expensive in Norway. In fact, as of February 2, gasoline in the country was selling at nearly four times the price in the United States, or more than $7.50 per US gallon. That’s no small incentive for Norwegians to dump gas-guzzling piston pumpers and adopt battery electric cars.tesla-model-s-gas-station

Arne Inge Dyrdahl, owner of a taxi company in Trondheim, cited saving money by not having to purchase gasoline as one of the primary benefits he gains from Model S ownership (he drives about 60,000 kilometers, or more than 37,000 miles, a year). “For me, tolls and fuel, if I only charge at home, saves me about 75,000 kroner [$10,000 USD] a year. More if I use Tesla’s free Superchargers.” Dyrdahl is anticipating delivery of his second Model S, a P85D, in March and has two Model Xs reserved.

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Free Superchargers

Another reason for consumers in the country to consider a Model S is the healthy—and growing—network of Tesla Supercharger stations. Norway’s network of the fast-charge depots is currently populated by 21 such stations, available free of charge to all Model S customers (except those who purchase the entry-level 60 kWh model sans the “Supercharger Enabled” option, which is priced at $2,000 in the States).

All other Model S owners, if they live near one of these charging stations, get to enjoy free power for the life of their vehicle. In a country where petrol sells for more than $7 per gallon, this is no insignificant benefit. Tesla is planning to open five additional Supercharger stations in the country in 2015.

More Popular Than In California

Norwegians are adopting electric vehicles (EVs) in a way that matches the enthusiasm found in California. In fact, according to The Foreigner in a January 2015 article, sales of EVs in Norway have reached 15%, exceeding the saturation in the Golden State by nearly 50% (California recently reported 10% of new car sales being electric). “Some 40,000 electric vehicles were traveling on Norway’s roads as of December 2014,” reported the site.

Vacaville Supercharger

“Filling up” the Teslarati 48 race car at the Vacaville, CA Tesla Supercharger

When you add it up, it’s not surprising that Norwegians are embracing the Model S and purchasing the seductive sedan in record numbers. Even consumers who normally would find it difficult to justify the cost of a luxury car are doing the math and discovering that they can afford a Tesla.

Based on the savings from gasoline and no automotive tax, especially for those who pile on the miles, Norwegian consumers can enjoy a quiet, high-performance, luxury vehicle featuring state-of-the-art technology. Add in savings on maintenance (oil changes, transmission repairs, and exhaust work become a thing of the past), and no tolls or parking charges, and the mystery is solved: Norway loves the Model S because it saves them money and helps preserve their beautiful environment.

This is best summed up by Norwegian Model S owner Cato Standal, a manager with Emerson in Telemark, who said his purchase was a “Once in a lifetime opportunity to buy a vehicle with over 400 horsepower for the same price as a VW Passat,” adding, “Many of my friends who have tested the car [are] also thinking about buying [it].”

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I’m surprised that I’m not seeing more Model S sedans show up in Lilyhammer. Apparently Tesla is more focused on engineering one of the world’s best battery electric cars than product placement. And Norwegians are applauding them all the way to the Supercharger station—after which they visit the bank to deposit what they saved on gas.

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Curt Robbins

Elon Musk

Tesla releases cryptic teaser for something massive and it’s coming this week

On Sunday morning, Tesla released a nine-second teaser video of what appears to be either a vehicle wheel, fan, or some sort of propeller, but there are no real clues as to what it could be exactly.

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Credit: Tesla

Tesla has released a cryptic teaser for something massive, and it will release details on it this week. With many different projects in the works, there is a lot of speculation going on about what it could potentially be, but we have a few ideas.

On Sunday morning, Tesla released a nine-second teaser video of what appears to be either a vehicle wheel, fan, or some sort of propeller, but there are no real clues as to what it could be exactly.

It then ends with “10/7,” meaning it will announce something on October 7, which is this Tuesday:

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Given that Tesla has been working on a handful of pretty notable projects that are set for unveiling at the end of this year, and there are some clues that seem to point in their direction with this short teaser video.

There are two projects that come to mind almost immediately: the Tesla Roadster is one, and the “E41” or affordable model is the other. Here’s what we know about both:

Tesla Roadster Demo Event

Tesla said earlier this year that it would have a demo event for the Roadster to unveil some new technologies and show off what it has been working on over the past few years.

There have been a lot of crazy things in the works for the Roadster, including a SpaceX package that would use cold-gas thrusters for an insane 1.1-second 0-60 MPH acceleration rate. This package was also supposed to help it hover, something CEO Elon Musk has teased for the past few years.

The Roadster was ready for release earlier this year, but after Chief Designer Franz von Holzhausen and VP of Powertrain Lars Moravy showed Musk what they had come up with, he wanted more.

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Moravy said on the Ride the Lightning podcast earlier this year:

“What we had come up with exceeded what we originally planned. So, Elon was like, ‘Wow, great. Let’s do more!’”

The Roadster event was coined as “the most epic demo,” and since it was planned for the end of 2025, it is totally feasible to believe this could be it.

Elon Musk teases Tesla’s “most epic demo” by end of year

Tesla ‘E41’ Affordable Model

Some believe the teaser could be the official launch of Tesla’s affordable model, which Musk said earlier this year is simply a stripped down Model Y.

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There have been some sightings of this vehicle in the past few weeks, including one on Friday that showed the vehicle completely uncovered for the first time:

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The launch of the affordable model makes sense, especially from a timing perspective. With the $7,500 EV tax credit officially coming to a close on September 30, many are wondering how Tesla will spark growth in its deliveries. A more affordable EV would be the perfect response, and it is something that Tesla has been working on for some time.

Other Potential Ideas

There are some pretty interesting ideas as to what the teaser could be apart from the Roadster or affordable model. Some believe it could be a cooling fan for a GPU cluster, which would make sense considering Tesla’s prowess in data.

Grok also made an interesting guess, stating it could be a propeller for a secret air taxi Tesla is developing. This seems sort of our of left field.

We do know Tesla hosted a handful of influencers at Gigafactory Texas this past week, so whatever the company showed them is likely what will be unveiled on Tuesday.

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Tesla Optimus is learning martial arts in new video teasing capabilities

For the past few months, Tesla has been refining its capabilities and making some serious progress on what Optimus is capable of. This morning, Musk released a new video showing Optimus learning Kung Fu, perhaps its most impressive feat yet.

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Credit: Elon Musk | X

Tesla Optimus is learning martial arts, a new video released by CEO Elon Musk shows, a crazy development and advancement in the robotics project the company has been working on for a few years.

Optimus has been a major focus of Tesla for the past several years, especially as Musk has said he believes it will be the biggest product of all time and could be the biggest contributor to the company’s valuation.

For the past few months, Tesla has been refining its capabilities and making some serious progress on what Optimus is capable of. This morning, Musk released a new video showing Optimus learning Kung Fu, perhaps its most impressive feat yet:

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The video shows Optimus working with a Kung Fu teacher, known as a Shifu, going through what appears to be some sort of routine of combinations. It’s quite impressive to see the fluidity of the movements and Optimus’s ability to keep up with Shifu.

Tesla has been “working hard” to scale Optimus production, Musk said last week, a project that has obviously confronted both AI and manufacturing teams with a variety of challenges.

The plan is to have an annual production run-rate of one million units by 2030, and there were plans to build 5,000 units this year.

Elon Musk gives update on Tesla Optimus progress

Musk still believes Optimus will make up roughly 80 percent of Tesla’s value. In January, he said it would be “overwhelmingly the value of the company.”

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Tesla plans to launch the Gen 3 version of Optimus soon, and although a video of a new-look prototype was released by Marc Benioff, the CEO of Salesforce, the company’s frontman stated that this was not what the next-generation prototype would look like.

Elon Musk confirms Tesla has never shown Optimus V3 design yet

This video seems to show there is still significant progress being made on the Optimus project, and it will be perhaps one of the most impressive humanoid robots available to consumers in the coming years.

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Elon Musk

Tesla Full Self-Driving v14 gets new release date, Elon Musk details

“Last minute bug cropped up with V14. Released is pushed to Monday, but that gives us time to add a few more features.”

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Credit: Tesla

Tesla’s Full Self-Driving version 14 has gotten a new release date after new details from CEO Elon Musk opened up some new perspectives on the suite.

Originally slated for an “early wide release” of v14 this past week, then a launch of v14.1 and v14.2 this week and next week, respectively, delays arose after Tesla’s Autopilot team found some issues within the software.

Tesla FSD V14 set for early wide release next week: Elon Musk

Musk detailed on X this morning that a “last minute bug” appeared before release, which has now pushed FSD v14’s release back to this Monday:

Musk also said the delay would give Tesla the ability to “add a few more features,” which seems like an added advantage, although he did not provide any additional details on what these features could be.

In classic Musk fashion, he has teased the capabilities of this version of the FSD suite since it became public knowledge that Tesla was working on it. He said that it is the second most important update for the AI/Autopilot team since FSD v12.

V14 will have a parameter count that is ten times what previous iterations were, which should provide more accuracy and a more human-like operation.

Musk has said v14 “feels alive” and has used the word “sentient” to describe its performance. The goal with the new FSD rollouts is to eliminate as many interventions as possible, making it as close to human driving as possible.

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