the unabashed ability to sell electric cars to customers who have never tried them

In China, half of Tesla’s sales are made through the brand’s website. A figure that could even approach 100% in the United States, where the company had considered closing some of its dealers.

Today it is easier than ever to buy a car. In addition to the traditional concessions, more and more brands are actually offering as well order your vehicle onlinewithout having to move. Tesla was also one of the forerunners in the field, offering configuration and purchase directly from its website for many years. Since then, some manufacturers have followed suit, including Peugeot and Citroën.

A growing practice

According to a 2020 study by Gartner companyonly 1% of new cars were sold online. But the Covid-19 crisis has undoubtedly greatly contributed to accelerating the development of this practice, while specialists believe that 20% of car purchases will be made online by 2025.

But some brands are more advanced than others. This is precisely the case with Tesla, which has always relied on this strategy for many years. So much so that this method has now entered the customs of customers, especially since they are generally present greater appetite for new technologies.

Over 50% of Tesla’s orders in China are placed directly through the official website, which is an excessive percentage. Anyone know the percentage in the US?

—Chris Zheng (@ChrisZheng001) 15 December 2022

According to information from the Chinese side IT Homearound 50% of the brand’s car sales take place online, via the official website. Data confirmed as well on Twitter by Chris Zheng, a well-known technology analyst. The latter also wondered about the share of online purchases in the United States.

A question that the Tesla specialist, MilMileBattery responded in a comment saying that this number is close to 100%. However, it is quite possible to buy a car physically, while North America currently has 222 dealers according to figures from ScrapeHero. Most are then assembled in California, the brand’s former headquarters, as well as in Texas, where it is now based and where the Austin factory was built.

Heading towards a closure of concessions?

So far we do not know the percentage of online purchases of Tesla in France, but there is no doubt that it must also be higher than for other manufacturers. In any case, this strategy seems to be working for the brand, which announced in a press release in 2019 that it planned to close several retailers. The goal ? Save money and pressure customers to order directly via the website.

This announcement was also associated with the launch of the Model 3 at 35,000 dollars, sold for some time in the United States, while the cheapest version currently appears at 53,490 euros. Since then things have changed somewhat, while the company still continues to open new dealerships. While developing online sales, we now offer purchases directly from smartphones.

At the end of November, the brand was actually inaugurated its largest branch in France, located in Val d’Europe, in Seine-et-Marne. Openings which are therefore multiplying, but which should not jeopardize the launch of a more affordable sedan (the possible Model 2), while this has recently been confirmed by Elon Musk.

All this is undoubtedly due to the brand’s sales, which have been doing quite well over a long period of time. In Europe alone, the Model Y and Model 3 were the most registered electric cars from January to October, despite uneven deliveries due to very specific logistics. In China, on the other hand, the situation is a little more delicate, with Tesla stepping up seduction operations such as lowering prices and returning the sponsorship program to try to sell its excess inventory from the Shanghai factory.

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