Tesla’s California EV market share slips as rivals step up

SAN FRANCISCO — Tesla’s dominant market share of the electrical automobile market in California slipped once more this 12 months, in keeping with Reuters’ calculations primarily based on authorities knowledge from January to September, as rivals up their recreation.

Tesla managed 73% of the battery electrical market in California from January to September, the bottom stage since 2018, in keeping with new automobile registration knowledge from the California Power Fee. Tesla had a 75% share in 2021 and 79% in 2020.

Tesla’s gross sales in California — house to its first manufacturing unit — accounted for 15% of the automaker’s world deliveries final 12 months, in keeping with Reuters’ calculation. California is the largest U.S. state for zero emission autos, which additionally consists of hydrogen gas cell, and plug-in hybrid-electric autos, and accounts for 18% of recent automobile gross sales in California this 12 months.

Tesla nonetheless offered extra electrical autos on this key market than throughout the identical interval a 12 months in the past, however rivals together with Hyundai Motor stepped up gross sales of newer fashions, giving patrons extra selection.

Tesla additionally topped model consideration, with 53% of potential electrical automobile purchasers contemplating Tesla this 12 months, in keeping with a research by California auto consultancy AutoPacific, although that was down from 58% within the earlier survey final 12 months.

“We’re reaching a saturation level for Tesla market share in California,” stated Ed Kim, president of AutoPacific. He anticipated rivals to proceed to remove market share, whereas additionally anticipating Tesla gross sales would nonetheless develop.

Tesla CEO Elon Musk’s pursuit of Twitter and embrace of Republicans has sparked issues about Tesla’s model, particularly in liberal states like California.

Guidehouse Insights analyst Sam Abuelsamid stated the Twitter saga might have deterred some potential Tesla patrons who had beforehand supported Musk and his clear power mission.