The European electric vehicle (EV) market is seeing a dynamic shift in sales figures, with Tesla leading the pack in battery electric vehicle (BEV) registrations for March 2024, despite experiencing a significant drop in sales compared to the same period last year.
Tesla registered 39,000 units in March, a notable decline of 36% from March 2023. This downturn in registrations reduced Tesla's market share from 27.8% to 19.9%, reflecting a broader recalibration in the electric car market. Nevertheless, Tesla maintained a clear lead over other manufacturers, with its closest competitors being BMW and Volvo, which reported substantial growth.
BMW, for example, witnessed a 60% increase in BEV registrations year-on-year, while Volvo boasted a 70% rise, largely fuelled by the popularity of its affordable model, the EX30. This model emerged as Europe's third most-registered EV, following Tesla's Model Y and Model 3.
The Tesla Model Y continues to be the top-selling car across Europe, with nearly 27,000 units sold, outpacing traditional favourites like the VW Golf and Dacia Sandero. Volvo's EX30 found considerable success with sales close to 7,600 units. BMW's new electric offerings, the i5 and iX2, also made their mark with 2,168 and 1,331 units sold, respectively.
According to Felipe Munoz, a Global Analyst at JATO Dynamics, the overall picture for the first quarter of 2024 is mixed. “The data for March is concerning,” Munoz stated. He noted that the average price of new cars remains high, which may deter consumers from transitioning from petrol and diesel models to electric variants.
Another significant trend observed in March was the slight decrease in market presence of Chinese car brands in Europe, despite their increasing impact in recent years. The total registrations of vehicles from Chinese manufacturers, including MG, slightly increased by 0.7% year-on-year to 33,000 units. However, electric models constituted 36% of this total, with Chinese EVs accounting for 6.1% of total BEV registrations.
Despite some growth in certain segments, Chinese brands like MG, BYD, and Great Wall faced varying challenges. MG's registrations plummeted by 38% from the previous year, whereas BYD saw an increase in its sales, jumping from 427 units in March 2023 to 2,892 units in the same month this year.
The overall decline in car registrations across Europe in March has affected both legacy automotive firms and Chinese manufacturers. “China's OEMs have not been immune to the worsening situation in Europe's new car market,” Munoz remarked. He also highlighted the potential impact of the European Commission's ongoing investigation into Chinese EV imports, which may have added to the pressures facing these manufacturers.
The fluctuating EV landscape in Europe indicates a complex interaction of market forces, including consumer hesitation, regulatory scrutiny, and competitive pricing strategies. As the industry continues to evolve, manufacturers and stakeholders must adapt to the changing preferences and economic conditions to maintain and grow their market presence.