This is not a simple question to answer because Tesla is notoriously secretive about its sales data, choosing not to be recorded along with every other brand as part of the usual statistics complained by the Federal Chamber of Automotive Industries (FCAI).
However, data recorded by the Electric Vehicle Council of Australia estimates the number of total Teslas sold locally in the past decade is 22,743.
This includes the Model S, Model X and Model 3, with the latter providing significant growth for the brand since its arrival. In 2021 industry data shows that Tesla sold 12,094 new models, representing 53 per cent of the total number of cars locally.
While a major percentage growth, it’s in keeping with the more affordable nature of the Model 3, along with the broader acceptance of electric vehicles in the last 12 months. EV sales remain small though, with EVs accounting for just 1.6 per cent of all new vehicles sold in Australia in 2021.
How does the amount of Teslas in Australia compare to other countries and the rest of the world?
Tesla sales in Australia remain fairly modest compared to the rest of the world, given Tesla officially revealed it delivered 936,172 vehicles in total in 2021. In keeping with its secretive nature, Tesla doesn’t reveal where all those cars were delivered too.
It’s likely the USA, China and Norway make up the largest markets given their respective size and EV incentives.
Is Tesla the dominant electric car brand in Australia? How do we know?
Yes, because the electric-only brand is more established than most of its mainstream rivals, having begun selling its cars in earnest at the end of 2014. That has given it a head-start relative to its competition and thus created a sales advantage.
According to the FCAI figures released for 2021, we know that there were only 5149 EVs sold by all other brands combined, compared to the 12,094 Tesla managed. So, for now at least, the brand is clearly the dominant EV player in the Australian market.
Why are Teslas so popular? What is responsible for their large scale numbers?
Love them or hate them, there’s no denying that Tesla and its colourful leader, Elon Musk, have changed the automotive world forever. Before Tesla arrived on the scene with its Lotus-based Roadster, the electric car was an oddity. Produced in tiny volumes, costing vast sums and typically designed for short, urban trips, like the Mitsubishi i-MiEV.
The Roadster and, more importantly, the follow-up Model S, demonstrated the potential for EVs as both performance and luxury vehicles.
With Musk always in the news Tesla has taken on the more established carmakers with its ‘tech company’ style of doing business, which hasn’t always made it popular with its peers but has worked at attracting customers.
The Model S was the first mid-size luxury EV sedan and the Model X the first SUV of its kind. Now, the likes of Audi, BMW, Mercedes-Benz, Porsche and Hyundai are playing catch-up to offer Tesla alternatives.
Which Tesla models are the most popular in Australia?
It’s not a coincidence that Tesla’s sales growth came after the arrival of the Model 3 in Australia in 2019. The Model 3 range starts at $60,900 for the rear-wheel drive model, which is still a lot of money for a small sedan but competitive in the growing EV market.
Given the Model S and Model X cost over $100K, adding a more affordable option has allowed Tesla to appeal to a wider audience.
How much do Tesla cars cost on average in Australia? How does this compare to the rest of the world?
At the time of publication the Tesla Model 3 is the only option on sale in Australia, with the Model S and Model X facing an uncertain future amid on-going supply chain disruptions.
Pricing for the Model 3 starts at $60,900 for the RWD, the Long Range AWD begins at $73,200 while the AWD Performance tops it at $84,900.
In the USA those same models are priced at US$41,940 for the RWD, US$49,440 for the Long Range and US$56,940 for the Performance. Excluding local government charges and any shipping costs, those three prices work out (at the exchange rate at time of publication) to $56,090 (RWD), $66,124 (Long Range) and $75,000 (Performance).
What is expected with future Tesla sales?
Tesla removed pricing and delivery details about both the Model S and Model X in late 2021, only a few months after revealing updates to both models.
It’s unclear when, or if, those models will be available again for local customers. Initial reports when the updated ‘Plaid’ powertrain variants were introduced indicated that deliveries should begin by the end of 2022.
It’s also unclear how Tesla is tracking in the first quarter of 2022, with sales of the Model 3 still not publicly recorded. However, the combination of the reduced range and the on-going supply shortage around the world because of the pandemic means it’s possible Tesla may face a sales decline in 2022.
However, the company is still planning to launch the Model Y in Australia, a mid-size SUV based on the same platform as the Model 3. This has the potential to boost sales, as SUVs (even electric ones) remain in hot demand.
Rumours of a new compact model, possibly named the Model 2, have persisted for years and adding a new, lower-priced entry-level option is another way to expand sales for what is still a relatively young automotive company.
Tesla will need to contend with more competition though, as the so-called ‘legacy’ manufacturers catch-up and eventually overtake Tesla, at least in terms of EV options.
In 2021 and 2022 the likes of the Audi e-tron, Audi e-tron GT, BMW iX3, BMW iX, BMW i4, Mercedes-Benz EQA, Hyundai Ioniq 5, Kia EV6 and Polestar 2 (to name just a few) have all hit local showrooms to provide EV buyers with more choice.
Keyword: How many Teslas are there in Australia?