Posted on Jan 30, 2020 at 12:00 p.m. Updated on Jan 30, 2020 at 12:36 p.m.
Become in a few years the attraction of the world automotive scene, Tesla, which still thrilled the stock market on Thursday with its annual results , still has a relatively discreet presence in France. If sales remain far from those made in the Netherlands or Norway, the Californian specialist in electric vehicles still registered 7,442 vehicles last year in France. In this niche, the brand is now second, behind Renault (18,800 vehicles sold) but ahead of Nissan (3,892).
Who are Tesla’s French customers? The data compiled by AAA Data for “Les Echos” allows us to sketch a portrait-robot, with fairly clear specifics compared to the profile of the average buyer of electric cars. For example, the brand is generating an above-average enthusiasm among individuals: they represent 56% of the clientele, compared to 44% among businesses. In comparison, Renault sold only 51% of its electric cars to private individuals in 2019, and Nissan 48%.
8% of buyers live in the capital
Tesla fans are also very present in Île-de-France: the brand achieved 8% of its registrations in Paris last year (twice as much as the market), and 7% in the Yvelines. The department also has 3 of the 12 Tesla dealers established in the country.
In total, the Ile-de-France region represents 31% of the vehicles sold last year by the Elon Musk firm, while this region only weighs 20% of sales of electric cars at Nissan and Renault. The Diamond, in comparison, sold only 2% of its ZOE in Paris. Tesla also produced 5% of its registrations in the Bouches-du Rhône, 4% in the Alpes Maritimes, and 4% in the Rhône.
Younger customers
Another peculiarity, Tesla appeals to younger than average buyers. According to figures collected by AAA Data, 65% of individuals who bought a new car last year (all brands combined) are over 50 years old. For Tesla, conversely, it is the 30-49 year olds who are in the majority: they supply 54% of buyers. 30% are between 40 and 49 years old.
The firm is however underrepresented among 18-29 year olds. There are only 5% among Tesla buyers, against 7% for the entire consumer market. It is necessary, it is true, to have the means to afford the brand: the Model 3, who made a card this year , is the most affordable vehicle in the range but still costs 49,600 euros – without any options. This requires, to afford it, to be well established in working life. Or to have very generous parents: last year, 3 buyers were under 18.