Investor's Corner
Tesla Model S, X softer sales in Europe are NOT due to the Audi e-tron and Jaguar I-PACE
In a note to clients on Wednesday, Bernstein senior technology analyst Toni Sacconaghi concluded that increased competition from vehicles such as the Audi e-tron and the Jaguar I-PACE is responsible for the recent weakness in Tesla’s sales volume in Europe. The analyst further warned that the arrival of other premium electric vehicles like the Mercedes-Benz EQC and the Porsche Taycan could worsen Tesla’s problem.
Explaining further, the Bernstein analyst added that the total market for Europe’s premium electric cars has only grown modestly in 2018 and 2019, and over this time, Tesla’s sales volume has decreased. “Our analysis suggests that the deteriorating sales trajectory of the Model S and X may be primarily due to competition, particularly in Europe, from Jaguar and Audi. In other words, the market isn’t growing much, and Tesla is losing share,” Sacconaghi wrote.
According to TSLA investor @Incentives101, an economist with a background in macro research, Bernstein’s conclusions are inaccurate. In a message to Teslarati, the economist provided a deep dive into the likely causes of the Model S and X’s sales decline in Europe, as well as the reasons why vehicles such as the Jaguar I-PACE and the Audi e-tron are in no way responsible for the reduced market share of Tesla’s flagship sedan and SUV.
Model S and X sales decline
It should be noted that Europe is a region, which means that it is comprised of multiple countries, each with a population of consumers that usually have different preferences in vehicle purchases. Looking at past vehicle sales data, the economist noted that from January-June 2018, Tesla sold 13,426 Model S and X in Europe, while in the first six months of 2019, the figure was 8,037.
“In those months of 2018, Norway and the Netherlands accounted for 52% of sales, while in 2019 it was just 28%. This means that 87% of the drop in sales of Model S and X in Europe is explained by the Norwegian and Dutch market. Furthermore, the Netherlands had Model S and X sales for the first six months of 2018 of 2,833 units and 167 for 2019. This means that the Netherlands by itself explains 50% of the drop in sales for Tesla’s flagship vehicles,” the investor wrote.
The Netherlands and Norway
If one were to look at the sales of the Audi e-tron and the Jaguar I-PACE in the Netherlands for the first half of 2019, one would find that the two vehicles only sold 362 and 111 units, respectively. This means that in the Netherlands, which was behind 50% of the drop in Tesla’s European sales, the e-tron and I-PACE couldn’t have been responsible since their combined sales are only 16% of the Model S and X’s 2018 sales for the same period. With this in mind, some headwinds were met by the Model S and X in the Netherlands, particularly in the form of a change in BIK incentives at the end of 2018, as well as the arrival of the more affordable Model 3, which has reached sales of over 6,000 units in the country.
As explained by the economist, Norway is a key market for Tesla in the European region, and it is responsible for 37% of the drop in Model S and X sales. For the first six months of 2019, Model S and X sales were 2,079 units, while the Audi e-tron sold 2,273 units and the Jaguar I-PACE sold 2,101. Bernstein’s note claimed that the market for premium electric vehicles didn’t increase, and thus, Tesla’s share of the European market just fell. This, according to the investor, is not correct. “If you take the previous Netherlands sales out of the equation — because it becomes incomparable — you’ll see that the market actually increased in Europe,” he wrote.
The actual reasons
The economist noted that there are a couple of factors that likely played a notable part in the decline of the Model S and X’s sales in Norway. First off, Tesla discontinued the 75 kWh (Standard Range) Model S and X, a variant that accounted for more than 80% of the sales in the country. More importantly, Tesla has entered the Norwegian market with the Model 3, a smaller, more affordable vehicle that boasts the best technologies that the electric car maker has to offer. “Norwegians have proven preferences for smaller and cheaper vehicles. Historically, the share of luxury vehicles in Norway is relatively low. It is then by no surprise that the Model 3 is currently selling at levels not seen in any other market, holding 14% of market share for total vehicles,” the economist explained.
In Norway’s case, at least, Tesla appears to have made a notable trade-off. It entered the market with the Model 3, which allowed the company to command 14% of the country’s total vehicle market. This came at a price in the form of a 50% decline in Model S and X sales. Of course, the removal of the Model S and X’s 75 kWh variant, as well as buyer expectations of an impending refresh of the two flagship vehicles, likely played a notable part in Norway’s sales decline as well.
Debunking Bernstein’s thesis
With these factors in mind, it appears that Bernstein’s findings are, for lack of a better term, inaccurate. The economist summed up his thesis as follows. “Two countries explain the drop in sales for the Model S and X almost entirely, and it’s absolutely clear that competition wasn’t the factor. Regulation and consumer preferences are. It is also important to mention that 28% of sales of the Audi e-tron were in Germany as well, a country where the Model S and X have never been strong, even at their peak.
“Consumers in the aggregate always behave rationally. There hasn’t been one example in history where a product(s) that is inferior in every way dominates the market or segment in which they compete. The Audi e-tron, the Jaguar I-PACE, and the Mercedes-Benz EQC are not even in the Model S and X segment specs-wise. Rather, they are closer in specs to the Model 3 and Model Y, both of which undercut them in price. The only reason people mistakenly put them against the Model S and X is their cost,” the investor explained.
Tesla (NASDAQ: TSLA) received an upgraded rating on its shares from Wall Street firm Cantor Fitzgerald, who recently took a trip to Austin to visit the company’s data centers and production lines ahead of several high-profile product launches set for this year.
It was a bold move, especially considering Tesla shares are under immense pressure currently, fending off negative news regarding the company’s sentiment and potentially lower-than-expected delivery figures due to the launch of a new version of its most popular vehicle, the Model Y.
However, the bulls on Wall Street are still considering Tesla to be a safe play, especially considering its robust presence in various industries, including automotive, energy, and AI/Robotics.
Cantor Fitzgerald analyst Andres Sheppard said in a note that, during a recent visit to Tesla’s Cortex AI data centers and the production line at Gigafactory Texas, it was clear there is a lot of potential and runway for Tesla in 2025:
“On 3/18, we visited Tesla’s Cortex AI data centers and the factory’s production lines ahead of the company’s introduction of its Robotaxi segment (targeted for June in Austin, followed by CA later in 2025). With Tesla’s shares now down ~45% YRD, we upgrade Tesla to Overweight (from Neutral) ahead of upcoming material catalysts. Our $425 12-month PT is unchanged. Our Thoughts: Attractive Entry Point Ahead of Material Catalysts.”
Sheppard went on to mention the catalysts, which he believes are the Robotaxi rollout in Austin in June, along with the continued rollout of Full Self-Driving in China, the eventual rollout of FSD in Europe, and the introduction of the affordable models in the first half of this year, and those were just on the automotive side.
There are several others, including Optimus, growth in the energy division, and in the longer term, the Semi.
In terms of potential weaknesses, Sheppard expects the likely removal of the EV tax credit and some of its growth to be offset by tariffs as the two big things that stand in the way of even more growth for the company.
Tesla is up over 5 percent on Wednesday, trading at $236.86.
Tesla stock (NASDAQ: TSLA) surged over 7 percent on Wednesday, canceling out some of the losses it has felt this week.
It has been a less-than-ideal start for Tesla in 2025, as the company has wiped out all of its gains felt from the victorious election campaign of President Donald Trump. The stock is down 34 percent so far this year.
The losses have mostly been felt due to reports of decreased demand due to pushback against CEO Elon Musk and his support of President Trump, as well as investor concern over the CEO’s personal use of time between the Department of Government Efficiency (DOGE) and Tesla itself.
In a note this week from Wedbush, analyst Dan Ives wrote:
“Musk needs to step up as Tesla CEO at this critical juncture. In a nutshell, the word ‘balance’ has been missing with Elon Musk and his ability to run Tesla as CEO….while instead focusing all of his energy and time driving his DOGE initiative within the Trump Administration. Since Trump’s White House 2nd term kicked off in January, we have seen Musk and Trump connected at the hip with Musk essentially living at the White House and Mar-a-Lago in Palm Beach. There has been little to no sign of Musk at any Tesla factory or manufacturing facility the last two months and perception has become reality for Tesla shares. Trump getting elected President was a huge moment for Musk and Tesla in our view as this will create the fast track for an autonomous federal roadmap…however the DOGE efforts have now intertwined Tesla into this brewing political firestorm.”
Wednesday’s slight bump for Tesla shares is likely related to the support the company received from President Trump yesterday, who purchased a Model S sedan at the White House and pledged to pay for it with a check.
President Donald Trump buys a Tesla at the White House – Here’s which model he chose
The move was one that signaled a buying spree from high-profile Republicans, including Sean Hannity, among others, who announced their support for Musk and Tesla:
As promised yesterday, I Just ordered my new self driving Tesla! Over 1000HP, 0-60 in 2.0 seconds!
Details on how to win the Tesla of your Choice soon on https://t.co/9hkyEX1UVi! pic.twitter.com/PSCCtUsXK2
— Sean Hannity 🇺🇸 (@seanhannity) March 11, 2025
Tesla shares closed at $248.09 on Wednesday, up 7.59%.
Tesla bull ARK Invest loaded up on over $20 million worth of the automaker’s shares on Monday after the company saw its largest slide on the market since late 2020.
Shares dropped over 15 percent on Monday, mostly due to pushback on the stock as CEO Elon Musk heads the Department of Government Efficiency (DOGE). His involvement with the U.S. government directly has sent some investors into a predicament over Musk’s dedication to Tesla.
There are also concerns regarding Q1 deliveries, which will be a big indication of where the year could be headed for Tesla.
The Monday slide was the biggest since late 2020 when shares dropped over 21 percent.
However, the slide presents a massive buying opportunity for investors, especially those who operate ETFs, like ARK. Long term, ARK believes Tesla shares (NASDAQ: TSLA) will be exponentially more expensive, especially leaning on the thesis that Robotaxi and AI/Optimus will translate to major growth in yet another sector for the company.
ARK bolstered its position on $TSLA in its ARKK Innovation ETF with a purchase of 68,164 shares. Tesla is the largest holding in ARKK with over $531 million in value. Tesla makes up exactly 10 percent of the ARKK ETF.
It also bought another 11,154 shares in its ARKQ Autonomous Technology & Robotics ETF.
It’s no secret Tesla shares have taken a substantial hit in 2025, especially as the company’s price on Wall Street exploded following President Trump’s successful election campaign last year.
So far in 2025, Tesla shares are down over 38 percent. They are up nearly 5 percent as of 2:30 p.m. on the East Coast. Even bullish analysts are hoping some focus returns to Tesla on Musk’s part.
Dan Ives of Wedbush said in a note last night following the broad sell off:
“This is a gut check moment for the Tesla bulls (including ourselves) after this massive sell-off in Tesla shares with fears mounting/accelerating. The bears own the Tesla narrative in the near-term as lackluster sales numbers from Europe, China, and the US in January/February along with Musk protests/brand worries have created many concerns.”
He continued:
“While the DOGE/Trump Musk iron clad partnership has created major brand worries for Tesla…..we estimate less than 5% of Tesla sales globally are at risk from these issues despite the global draconian narrative for Musk. Importantly, we expect Musk will better balance his time between DOGE and Tesla/SpaceX over the course of 2025 and some of these distraction issues will fade.”
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