Tesla is returning to free charging and offering big discounts in Europe to boost sales in its toughest market in a record quarter.
There is no hiding it. Tesla is not doing well in Europe this year.
According to EU-EVs, the automaker has delivered around 85,000 vehicles in Europe so far this year:
In Q4, Tesla aims to deliver a record number of at least 515,000 vehicles. You will have to reverse that trend to make it happen.
The company is now putting in place some powerful incentives to try to make that happen.
Tesla is offering a year of free Supercharging to people who take delivery of a new car at the end of the quarter in Europe.
That could cost a few hundred dollars to a few thousand depending on how often you use Supercharging, as most people do most of their charging at home overnight.
But Tesla is now making direct discounts on its European launch at the beginning of the quarter.
In Germany, where Tesla has had a very difficult year, the automaker is now offering direct discounts of €6,000 on new Model Y cars:
This is one of the deepest discounts on innovative new vehicles that Tesla has ever seen offered to consumers.
Tesla's sales fell 42% in Germany during the first half of the year.
The company hopes to maintain that trend in Q4 with those discounts.
Electrek's Take
Tesla's EV competition in Europe is more challenging than in North America, and it shows. Competition is also tough in China, but Tesla has managed to create some distance between itself and other cheaper Chinese competitors.
In Europe, Tesla has strong competition in premium segments, especially from domestic manufacturers such as Audi, BMW, and Mercedes-Benz, which puts pressure on Tesla from the top rather than from the bottom, as in China.
It looks like Europe may be the Tesla maker in Q4 as it has a lot of ground to cover.
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