2021 was a record year for Tesla. Thanks to a huge response to both Model 3 and Model Y, turnover ended at DKK 12.165 billion in Norway. This is a doubling compared to the turnover the year before.
The profit before tax is NOK 175.4 million. It is more than twice as high as the year before, writes the industry website Bilnytt.no.
The record year was also topped by the fact that they were Norway’s best-selling passenger car brand last year – with 20,397 registered cars.
Not surprised
– It is not so surprising that Tesla Norway doubled its turnover from 2020 to 2021. 2020 was an intermediate year for Tesla, where they only sold 8,737 cars. While sales increased by 133 percent, sales did not increase by more than 98 percent, says editor-in-chief in Car newsAtle Falch Tuverud.
– Atle Tuverud is editor-in-chief of the industry website Bilnytt.
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– When it comes to the operating margin in Norway, it is clearly a more academic exercise: Tesla Norway has actually had an operating margin of exactly 1.50 percent four years in a row. It is clear that the manufacturer decides how much the Norwegian company will be left with locally.
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Workshop turnover
– With a car stock of over 80,000 Tesla in Norway now, one would think that the turnover at the Tesla workshops would gradually contribute more year by year, but sales of the entry-level model – Model 3 – means that the turnover per car sold has decreased. Back in 2019, when Model S and Model X had a high share of sales, sales per car were higher, says the BilNytt.no editor.
Tesla has started 2022 at a breakneck pace, too. As of May, they are on track to become Norway’s best-selling car brand, once again.
As of May, 5,380 cars have been registered. Even compared to the record year in 2021, there is a significant increase – when the number was 3,144 cars.
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Model Y pulls the load
This time it is the SUV Model Y that pulls the load. There will be two new variants of this year: Performance and seven-seater. All versions of the Model Y have four-wheel drive.
Model Y ordered today has delivery in September 2022.
Model 3 Performance can be delivered in September. Model 3 and Model 3 Long Range have delivery February 2023.
What is happening with regard to the delivery of the new Model S and Model X, which has been on the market in the US for quite some time already, it is difficult to say anything about.
Tesla in Norway holds the cards close to the chest and does not provide information about this.
– Tesla Model S is no longer a big seller in Norway. Now many are waiting for the new edition – which so far nothing concrete has been said about when it will appear.
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The second-hand market
In the second-hand market, there is a lot to choose from, for those who want a Tesla. Over 1,000 cars are for sale.
Most are Model 3 and Model S – but also Model Y has started to appear. At the time of writing, 124 of these are for sale on the second-hand market.
At the end of 2021, 1,176 employees in Tesla Norway worked with new cars, used cars and aftermarket.
– Tesla is otherwise struggling like the rest of the car industry with a low proportion of women, despite the fact that it is a young company with new technology. There are only 13 percent women. Tesla’s ambition is to increase the proportion of women in the entire organization. In the rest of the car industry, the proportion is even lower – only nine percent – but here too the focus is on increasing diversity, says Tuverud.
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