The electric car market in Britain is witnessing a significant shift as BMW closes in on Tesla’s lead. According to the latest industry figures, BMW’s electric car sales in the UK have surged to over 22,000 in the first seven months of the year, rapidly approaching Tesla’s 25,500 units sold during the same period. BMW’s electric car demand has nearly matched its total sales for the entire year of 2023, with new battery electric car registrations in Britain up by approximately 70% year-on-year.
This impressive growth stands in stark contrast to Tesla’s performance, which has experienced a 13% decline in UK sales year-to-date, following a 9% drop to 49,500 units in 2023 from a record high of 54,600 in 2022. The British electric car market, although experiencing a slowdown, continues to grow at a rate exceeding 10% annually. Tesla’s Model Y, once a top-selling car in the UK, has slipped out of the top ten bestsellers list in 2024.
Meanwhile, BMW’s i4, positioned as a direct competitor to Tesla’s offerings, has been at the forefront of the German carmaker’s push into the electric vehicle market. Battery electric vehicles now account for more than 27% of all BMW UK sales this year, highlighting the manufacturer’s dedication to the transition towards zero-emission vehicles. A BMW spokesman attributed the company’s success to its early adoption of electric car technology and the appeal of the BMW brand to buyers.
Market commentators suggest that Tesla’s declining performance in the UK can be attributed to increased competition, a price war among carmakers, and the emergence of new disruptor brands like China’s BYD. Some dealers also point to a potential shift in consumer perception, with Tesla’s “premium” image being diluted by its increased use in the urban taxi market.
The controversial opinions of Tesla’s CEO, Elon Musk, may also be influencing consumer sentiment. His recent comments regarding the inevitability of civil war in Britain led to a public disagreement with Sir Keir Starmer, potentially further impacting Tesla’s appeal to UK buyers.
As the electric car market in Britain continues to evolve, BMW’s strong performance and Tesla’s declining sales suggest a significant shift in the competitive landscape.
The coming months will reveal whether BMW can maintain its momentum and overtake Tesla as the leading electric car brand in the UK.
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