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Tesla can tap into a $360B market in Europe, but it has to address its service first

(Credit: Justin Wegner)

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SAP SE, a German software maker and one of Europe’s largest tech companies, provides cars for company and personal use as a perk for its workers. And as electric cars continue to gain ground in the region, SAP has noted that its employees are starting to show increasing interest Teslas. Despite this interest and specific requests for Teslas every month, SAP has decided not to purchase any of the American firm’s electric cars. The tech firm’s rejection of Teslas was primarily due to one key factor: the electric car maker’s small service network. 

Keeping the Status Quo

SAP’s company car fleet today remains populated by vehicles from veteran premium automakers like BMW AG and Mercedes-Benz. In a statement to Bloomberg, Steffen Krautwasser, who manages the company’s 17,000 company cars in Germany, explained SAP’s stance on Tesla’s electric vehicles. “(Servicing teams) need to be there at short notice, and Tesla still has some work to do. The interest in Teslas is extremely high, but we simply can’t offer them at this point,” Krautwasser said. 

Credit: everything_tesla_pr0/Instagram

SAP is not the only company with strong views about Tesla’s service network in Europe or its lack thereof. Ursula von Stetten, a spokesperson for chemicals giant BASF SE, also cited that Teslas couldn’t be options for its 50,000 German employees until the electric car maker establishes a robust service network. “Teslas will be available as soon as the appropriate infrastructure is in place,” the spokesperson said. 

A $360 Billion Market

Considering these sentiments, it appears that Tesla’s service network in Europe is costing Elon Musk a significant number of EV sales. About 60% of all new vehicle sales in Europe, after all, are made through corporate channels. This translates to the company car market in the region being worth about $360 billion. So notable is the size of Europe’s corporate vehicle segment that the industry is expected to play a crucial role in determining just how fast the region could retire the internal combustion engine and embrace sustainable transportation. That being said, Tesla is, for now at least, largely absent from this market. 

Apart from Tesla’s weak service network in Europe, companies have also cited the electric car maker’s refusal to offer bulk discounts and its lack of long-standing relationships with the region’s biggest companies as reasons why the American electric car maker is lagging behind its local rivals in the corporate vehicle segment. This is true to a point, especially considering that veteran automakers have decades of experience tailoring some of their vehicles to be the perfect company cars. Tesla does not do this with its vehicles, though many of its trademark features like Autopilot would likely be appreciated by corporate workers who spend long hours at the office. 

Credit: everything_tesla_pr0/Instagram

Electric Opportunities

What’s interesting is that Europe’s corporate car sales are actually rising by about a fifth over the past decade as companies take advantage of generous subsidies, including tax breaks, value-added tax rebates, and depreciation write-offs. Transport & Environment, a Brussels-based research firm, has remarked that in Europe’s eight biggest corporate vehicle markets alone, the aid is worth $38 billion per year. But inasmuch as Tesla is lagging in Europe’s company car market, the region’s aggressive sustainability goals hint that the electric car maker has the potential to close the gap between itself and legacy automakers. 

So far, only about 4% of cars bought by European companies in 2019 had a plug, and this list includes Plug-in Hybrid Vehicles. Amidst the region’s push for sustainability, battery-electric vehicles like the Tesla Model 3 and Model Y may very well become preferable alternatives to cars typically used as company vehicles. Germany, Italy, and France are among these regions, with the countries boosting subsidies for battery-powered vehicles as part of their pandemic stimulus programs last year. The trend is continuing too, with BloombergNEF estimating that Europe would likely see sales of about 1.8 million hybrid and battery electric vehicles this year alone. The following years would likely see this number rise even further. 

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To tap into Europe’s corporate vehicle segment, Tesla has to ramp its service network at a rate that’s far more aggressive than before. And while Teslas generally require a lot less maintenance due to their all-electric design, the company has to tangibly exhibit its capability to service multitudes of vehicles without breaking a sweat. A robust mobile service team would be invaluable in this light, and more dedicated service locations would be extremely beneficial. Such improvements would likely increase the confidence of companies whose employees are already requesting Teslas to be their corporate vehicles. If Tesla is able to accomplish this, then the Elon Musk-led electric car maker might be on track to take a piece out of of Europe’s $360 billion corporate car pie. 

Don’t hesitate to contact us for news tips. Just send a message to tips@teslarati.com to give us a heads up.

Simon is an experienced automotive reporter with a passion for electric cars and clean energy. Fascinated by the world envisioned by Elon Musk, he hopes to make it to Mars (at least as a tourist) someday. For stories or tips--or even to just say a simple hello--send a message to his email, simon@teslarati.com or his handle on X, @ResidentSponge.

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Morgan Stanley’s Adam Jonas dubs Tesla FSD a “game changer” after marathon drive

Jonas reported that FSD handled more than 99% of the miles.

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Credit: Tesla Europe & Middle East/X

Morgan Stanley’s analyst Adam Jonas shared a notable endorsement of Tesla’s Full Self-Driving (FSD) software after completing a 1,400-mile round trip from New York to Michigan in his Model Y. 

Jonas reported that FSD handled more than 99% of the miles, calling the system “a game changer” for long-distance driving.

Hands-free experience

Jonas drove his 2021 Tesla Model Y equipped with Hardware 3 and FSD Supervised v12.6.4, and he used the system nearly the entire trip. “Having your hands off the wheel and feet off the pedals for nearly 12 hours of driving is a real game changer that is hard to appreciate without experiencing it for yourself,” he noted.

He explained that outside of two heavy downpours, one on the Pennsylvania Turnpike and another in suburban Detroit, plus some light maneuvering in fast food parking lots, FSD handled the drive without any human intervention. “FSD made no mistakes or close calls that I recall. The system handles highways very safely and confidently. I cannot imagine buying another EV without FSD.”

Broader implications

Jonas added that he has used FSD consistently over the past 18 months, and the $8,000 he paid for the feature feels like a bargain considering the value. He also praised Tesla’s Supercharging network, which supported his trip without issue.

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Jonas has been one of Wall Street’s most closely followed voices on Tesla, and his comments add weight to the ongoing debate about the role of autonomy in the company’s future. His current price target for Tesla stock stands at $410. During Morgan Stanley’s 13th Annual Laguna Conference, he echoed similar experiences with Tesla’s software, emphasizing that FSD “probably drove well over 99% of the miles” on his recent trips.

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Elon Musk

Elon Musk just bought $1 billion in Tesla stock, his biggest purchase ever

Prior to this latest move, Musk’s most recent purchase was for about 200,000 shares worth $10 million in 2020.

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Gage Skidmore from Surprise, AZ, United States of America, CC BY-SA 2.0 , via Wikimedia Commons


Tesla (NASDAQ:TSLA) shares rose on Monday after CEO Elon Musk disclosed a rare insider purchase of company stock worth about $1 billion. 

A filing with the U.S. Securities and Exchange Commission (SEC) revealed that Musk acquired 2.57 million shares last Friday at various prices. The move represents Musk’s largest TSLA purchase ever by value, as per Verity data.

Elon Musk’s TSLA purchase

The disclosure sent Tesla shares up more than 8% in premarket trading Monday, as investors read the purchase as a notable vote of confidence, as stated in a CNBC report. Tesla stock had closed slightly lower Friday but remains more than 25% higher over the past three months. It should be noted that prior to this latest move, Musk’s most recent purchase was for about 200,000 shares worth $10 million in 2020.

Market watchers say the purchase could help shore up investor sentiment amid a volatile year for TSLA stock. Shares have faced pressure from a variety of factors, from year-over-year sales challenges due to the new Model Y changeover, political controversies tied to Musk, and reduced U.S. incentives for EVs under the Trump administration. Nevertheless, analysts such as Wedbush’s Dan Ives stated that Musk’s purchase was a “huge sign of confidence for Tesla bulls and shows Musk is doubling down on his Tesla A.I. bet.”

Tesla and Elon Musk

Musk already owns about 13% of Tesla, and his latest purchase comes as the company prepares for a key shareholder vote in November. Investors will decide whether to approve a compensation package for Musk that could ultimately be worth as much as $975 billion if ambitious market value milestones are achieved. The package has a long-term target of pushing Tesla’s market capitalization to $8.5 trillion, compared with about $1.3 trillion at Friday’s close.

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Wall Street’s current consensus price target still implies a roughly 20% decline from current levels, though some Tesla bulls remain optimistic that the company could shift its focus toward autonomy, AI, and robotics. Musk has also asked shareholders to approve an investment into his latest venture, xAI.

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Tesla adjusts one key detail of Robotaxi operations in Austin

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Tesla is adjusting one key detail of Robotaxi operations in Austin: service hours.

Tesla’s Robotaxi platform in Austin has been active since late June and has been running smoothly since then. It has its limits, as Tesla has set hours that Robotaxis can operate, as well as a distinct Service Area, also known as a geofence, which has expanded three times already.

While the geofence is currently approximately 170 square miles in size, Tesla has recently enabled freeway drives, which also necessitated an adjustment to the company’s strategy with its “Safety Monitors.”

Tesla explains why Robotaxis now have safety monitors in the driver’s seat

Traditionally, they sit in the passenger’s seat. During highway driving, they move to the driver’s seat.

These are just a few adjustments that have been made over the past two and a half months. Now, Tesla is adjusting the service hours of Robotaxi operation in Austin, but only slightly.

Tesla will now operate its Robotaxi ride-hailing service from 6 a.m. to 2 a.m., extending the hours by two hours. It previously shut down at midnight.

Tesla has implemented a variety of safeguards to ensure riders and drivers are safe during Robotaxi rides, and they have made it a point to adjust things when they feel confident that it will not cause any issues.

Many people have been critical of Robotaxi, especially because a person sits in the front of the car.

However, an accident or some type of mistake could do more damage to the autonomous travel sector than anything else. This would not just impact Tesla, but any company operating an autonomous ride-hailing service in the country.

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