Summary
- 60% of car buyers in the UK are put off buying a Tesla due to Elon Musk’s controversial reputation
- Both current EV owners and potential buyers find Musk’s influence to be a dealbreaker
- Tesla accounted for almost 21% of fully electric vehicles sales in the UK in December
- UK buyers are increasingly open to purchasing EVs from Chinese brands due to perceptions of quality and affordability
- Chinese EV manufacturers are gaining traction among UK buyers
Article
The UK’s Electrifying.com recently conducted a survey that found 60% of potential car buyers in the UK are actively put off buying a Tesla due to Elon Musk’s controversial reputation as the CEO. This sentiment is shared among both current electric vehicle (EV) owners and those planning to switch to electric, with 59% in each group admitting that Musk’s influence has become a dealbreaker. This is a significant percentage of potential electric car buyers and raises concerns about Tesla’s future in the UK market.
Despite the reluctance of some buyers, fully electric vehicles (BEVs) accounted for 31% of UK car sales in December, with Tesla holding a 20.9% share of those sales. If the survey results are accurate, then about half of the EV shoppers willing to consider a Tesla ultimately purchased one. Without the controversies surrounding Musk, Tesla’s share of the market could potentially be much higher. However, Tesla remains the top BEV seller in the UK, surpassing competitors like Volkswagen and Audi.
Ginny Buckley, Chief Executive of Electrifying.com, noted that while Tesla has been crucial in driving EV adoption, Elon Musk’s personal brand seems to be polarizing consumers. As a result, some buyers are turning to other options. The research also revealed that UK buyers are increasingly interested in Chinese EVs, with 61% of current EV owners and 56% of potential buyers open to purchasing from a Chinese brand. Chinese automakers have been leading in EV innovation, offering desirable, high-tech EVs at competitive prices.
The survey results indicate a shift in consumer preferences, with a significant number of UK buyers considering Chinese EV brands as viable alternatives to Tesla. The perception of quality and affordability of Chinese EVs has improved, leading to their increased popularity among UK consumers. It will be interesting to see how this trend evolves in the coming year and whether Tesla’s share of the UK BEV market will be affected.
Overall, the survey highlights the impact of Elon Musk’s reputation on Tesla’s market potential in the UK. While Tesla remains a dominant player in the EV market, the findings suggest that Musk’s controversies could be a deterrent for a significant portion of potential buyers. As the EV market continues to evolve, with Chinese brands gaining traction, it will be essential for Tesla to address these concerns and adapt to changing consumer preferences to maintain its competitive edge.
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