Netherlands February 2019

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Tesla Model 3 lands in hot market

February had 2,457 plugin registrations, up 232% YoY, which translates in a PEV Share of 8.2%, and pulls the year to date count to 5,713 units (+213%), with the 2018 PEV share now growing to 7.4%, with BEVs representing 80% of registrations, or 5.9% share.

This good market performance was the result of several good individual results, starting with the Best Seller of the Month, the Tesla Model 3, that registered 472 units in its first deliveries month, allowing it to be #15 in the mainstream market. 

Interestingly, the remaining podium positions belonged to two other recent, long range BEVs, with the Hyundai Kona EV (323 units) and Kia Niro EV (319) underlining the changing market dynamics. Do i hear the the word "disruption" in the background?...

Outside the podium, the Nissan Leaf (311 registrations) keeps pumping out decent performances, while the BMW i3 and VW e-Golf, both tied in #5, round up the Top 5.

The Mitsubishi Outlander PHEV was #7, with 152 units, being by far the Best Selling PHEV in this market.

Pl
Model
Sales  
1
Tesla Model 3
472
2
Hyundai Kona EV
323
3
Kia Niro EV
319
4
Nissan Leaf
311
5
5
BMW i3
VW e-Golf
180
180

Looking at the 2019 ranking, we have a new leader, with the Hyundai Kona EV surpassing the VW e-Golf, while the Tesla Model 3 jumped to 4th place, and the Kia Niro EV was up to #5, making a 100% BEV Top 5. 

Outside the Top 10, the Smart Forfour ED rose two positions to #14, while the new generation Volvo V60 PHEV joined the Top 20, in #18, with 35 deliveries in February.  

The #12 Land Rover Range Rover Sport PHEV is the current Best Selling Luxury SUV, but the Volvo XC90 PHEV is running close.

In the large luxury class, we have the #15 BMW 530e (50 units) ahead of the competition (Panamera PHEV and Model S), although the numbers are not very significant.

In the manufacturers ranking, Hyundai (20%, down 1%) is the current leader, with Volkswagen (15%, down 5%) following it, while Nissan (12%) is in the 3rd Spot, ahead of Kia and Mitsubishi (both with 8%).



Tesla Model 3 & the ICE competition
Pl
Model
Sales  
1
Tesla Model 3
472
2
Mercedes C-Class
411
3
Volvo S/V60 PHEV
301
4
BMW 3-Series
169
5
Audi A4
131

One of the question marks around the Model 3 in Europe, regarded the impact that it was going to make on this side of the Atlantic, will it disrupt the PEV and ICE sedan market in the same way that it is doing in the US, or will it be more subdued, because it is playing away from home?

The answer is now starting to be written, comparing the Model 3 deliveries in its first month on the market, against its midsize premium competitors, we can see that it has managed to outrun them all, although the ICE models behavior differs from one to the other, while the Audi A4 and BMW 3-Series registrations are down some 50%, the Mercedes nameplate sales are actually up, which could mean that BMW and Audi buyers are deffecting to Tesla in much larger numbers than Mercedes loyalists.


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