Legacy Automakers and the Tesla EV Narrative

VW ID.4 Experience test drive vehicle

While EVs from the legacy automakers as of yet don’t match the range and performance of those from Tesla, those and other advantages from Tesla are simply not as important to huge segments of car buyers. Following are a few steps legacy automakers and dealers (that are actually trying to sell EVs) need to do to help counter the Tesla narrative that has created various expectations by consumers when considering an EV.

Price Parity is Not the Key to EV Adoption in the US

Automakers-By-Number-of-BEVs-PHEVs-Available-in-the-US-3.10.21-1

Lower battery prices and electric vehicles reaching price parity will be key enablers to driving mass adoption of EVs in the US. But battery and model supply along with ubiquitous charging and consumer comfort with electric refueling are bigger factors that will limit growth in EV sales in the US in the near term.

42% Of Legacy Automakers Still Don’t Offer An EV in the US

The biggest hurdle to adoption of electric vehicles in the US remains supply, as 42% (14 out of 33) of legacy automaker brands that have vehicles for sale in the US - still do not offer an EV (either BEV or PHEV) for sale in the world's second largest auto market.

The biggest hurdle to adoption of electric vehicles in the US remains supply, as 42% (14 out of 33) of legacy automaker brands that have vehicles for sale in the US – still do not offer an EV (either BEV or PHEV) for sale in the world’s second largest auto market.

How are the “Tesla Killers” Faring So Far in the US?

US Top 12 Selling EVs Jan-June 2019

The media and Tesla shorts and haters love to tout every new BEV that comes to market as the latest “Tesla Killer.” That moniker usually has little basis in reality, but is simply used by headline writers to attract eyeballs and haters and shorts to rally the bearish story on Tesla.