Certainly summer 2020, like everything this year, will not be quickly forgotten, on the contrary. Starting with the first Coronavirus alerts between January and February, and the beginning of lockdown for the pandemic erupted in March, which blocked all activities.
The auto sector has come out of it (indeed it is still fighting to get out) somewhat destroyed, the crisis it has gone through in recent months is truly unprecedented. In this negative scenario, there is a brand in the sector that seems to suffer particularly, it is Tesla, at the center of different issues, but mainly for two fundamental reasons. The first concerns the sales peak in Europe, really worrying numbers for Elon Musk. The second depends on the fact that in mid-September there will be the Tesla Battery Day, a much awaited appointment, which however will take place in a climate of general discontent.
The months of March and April were dramatic for the entire car sector in Europe, registrations were blocked, dealerships closed. It seems surreal, yet it is the situation that we have all experienced until recently. Many manufacturers have though started redeeming in May, also in June we saw the real size of the crisie some signs of recovery that made us think positively.
Yet for Tesla this is not the case, the manufacturer brand of the famous Palo Alto electric cars is still struggling to get out of that standstill, according to JATO Dynamics data, sales of zero-emission cars in Europe have increased by 34% during the first half of 2020, with 217,495 units sold. Elon Musk however, in the same period, saw instead a 18% drop in sales, with only 37,251 units distributed.
For example, in Germany electric cars are experiencing a boom, conquering 4% of total sales in the first seven months of 2020, yet Tesla is still standing, with 5,306 cars compared to 6,816 sold the year before. This means first of all a fundamental thing, that healthy competition has arrived in Europe, and we can also say finally, since there are many more electric vehicles available at even lower prices than Tesla.
The only hope to relaunch the brand is to be able to create a breathtaking event for Battery Day, there will be many news, but the most extraordinary will be the presentation of a new battery with a “revolutionary density”, as it was defined, and an unprecedented ability to last longer over time than lithium-ion batteries. It really could be the million-mile solution that Elon Musk has long dreamed of. Tesla Battery Day will be held on September 22nd and will mark the end of this dark period for Tesla, or at least that’s the hope.
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