What if Tesla had eaten his white bread? The American firm, whose market capitalization has just crossed the threshold of 1 trillion dollars (873 billion euros) and which improves its sales records every month (in September, the Model 3 became the best-selling car in Europe), seems in a state of grace. Yet she is no longer alone in the world. The coming months will mark the end of the hegemony exercised by Elon Musk’s group in the premium electric vehicle market. The competition, mainly German and South Korean, is preparing to launch a multitude of new products. So many models stamped “anti-Tesla”.
After considering the American manufacturer as an exception, the big premium brands across the Rhine came to understand that its success was indicative of the emergence of a new automotive order. Until then limited to a few models (Audi e-Tron, Porsche Taycan), the response from Germany was organized. Mercedes has just launched the EQS – more than 700 kilometers of autonomy and all the technological decorum required -, presented as its new flagship. Audi, which will only produce electric vehicles from 2026, benefits from the platform developed by its parent company, Volkswagen, which is much more exposed to the lack of electronic chips than Tesla, and which is no longer entirely safe to achieve its objective of overtaking its great rival in 2025. The firm with the rings has just marketed the Q4 e-Tron and will renew its large electric sedan in 2022.
The BMW program is also loaded, with the arrival, at the end of the year, of the iX, a voluminous SUV nearly 5 meters long, which we guess more suited for the United States. only for Europe, but also the i4, openly targeting the Model 3, which has boosted sales of the American brand. For its part, Porsche will shortly present a third version of the Taycan and convert the Macan to all-electric in 2023.
“An Audi is not software mounted on wheels”
The advent of the electric motor was a real blow to German manufacturers. Within a few years, this paradigm shift robbed them of the magisterium that their powerful heat engines and historic brands exerted over the car aristocracy. Their automotive culture struggles to take on this fast-paced turn. This is evidenced by the desire to keep certain markers, such as a classic silhouette, a large grille, which has become irrelevant, or the mania for offering sound effects reminiscent of the sound of an old-fashioned engine.
You have 62.48% of this article to read. The rest is for subscribers only.