Should Tesla advertise the Model 3

Electromobility:
276,000 pre-orders for Tesla "Model 3"

The German automotive industry has so far lagged behind the claim to become the lead market with e-cars as well. Because the customers don't go along with it. According to the official figures from the Federal Motor Transport Authority, a total of 3.21 million cars were newly registered in Germany last year, with a share of over 98 percent, mainly cars with gasoline and diesel engines. Electric cars only make up 0.7 percent - they are mainly used by companies and authorities. According to current data fromCenter of Automotive Management(CAM) In 2015, sales of electric cars in Germany rose by 80 percent year-on-year to 23,500; around 12,300 of these are all-electric vehicles.

Accordingly, the most frequently approved was the Kia Soul (around 3850 approvals), whereby, according to "Zeit", around 2000 pieces can be deleted from the statistics, because they then went directly to Norway. So actually the BMW i3 (2250 registrations) the German ranking, followed by Mitsubishi Outlander (2150), Volkswagen Golf GTE (2100), Audi A3 E-Tron (1850), Renault Zoe (1800) and Tesla Model S (1600).  

In 2015, China became the world's largest sales market for electric cars. Around 188,000 electric vehicles - plug-in hybrids and all-electric vehicles - were newly registered there in 2015. It has tripled compared to the previous year, thanks in part to government incentives. Domestic brands such as market leaders predominate BYD, Cooperation partners of Daimler, or startups like Kandi or Zotye. According to the CAM analysis, Tesla is only ranked 15th in the electric car registration statistics in China, a foreign manufacturer.

The development of e-mobility has only made progress in a few countries so far. In terms of the market shares of e-cars, small countries such as Norway and the Netherlands are far ahead, where according to CAM, e-cars already accounted for around 23 and 10 percent of new vehicle registrations in 2015, respectively. Sweden, Denmark and Switzerland are also well above the mean value for Western Europe, which the CAM specifies as 1.4 percent. Among the large traditional car markets, France and Great Britain are in the lead, with e-car market shares almost doubling in 2015 to 1.2 and 1.1 percent of new registrations, respectively. Like the USA, Germany is in the global midfield with around 0.7 percent of newly registered electric vehicles. There was a decline in the USA and Japan.

The experts are therefore calling for greater state support for Germany in setting up and operating a sufficiently dense fast-charging infrastructure. So far, there is no viable business model for this. "If no massive countermeasures are taken, Germany threatens to be left behind when it comes to electromobility," warns the head of the studyStefan Bratzel, Professor of Automotive Economics at the University of Applied Sciences for Business (FHDW) in Bergisch Gladbach. "This would seriously damage Germany as an automotive location."

The automobile manufacturers also have to do more: "The sluggish customer demand for purely electric vehicles is largely due to the lack of technologically mature models that can hold their own in a comparative competitive comparison with gasoline and diesel vehicles. Innovation problem ", is how study leader Bratzel summarizes the results of another CAM analysis. It compares the innovations in the field of electromobility from over 30 global manufacturers in the period 2010 to 2015. According to CAM, there were a total of 211 electric vehicle innovations during this period, including 57 series innovations. In other words, a large part of the innovations were made up of studies that were not series-produced or so-called "Me-Too" innovations by manufacturers. The CAM counted only 27 world firsts. These include, for example, the Model S from Tesla, the world's first luxury-class sedan developed as an electric car with an electric drive with a range of around 500 km.

Volkswagen also wants to score points with electrical innovations in the future. The group, badly damaged by its diesel affair, announced an electric offensive in 2015. Volkswagen wants to bring 20 new electric models onto the market by 2020. In order to stand up to the Tesla Model 3 and the Chevrolet Bolt in particular, the automaker plans to build the cheapest electric car in the world, according to media reports.

However, the start of the offensive in the USA was stuttering. VW recently had to recall all e-Golfs there - because of the risk of power outages.

fs with dpa