The U.S. company Tesla continues to present good figures and breaks delivery records. However, the electric car manufacturer apparently still has big plans for Europe.
Stuttgart/Grünheide - US carmaker Tesla was not quite able to meet the high expectations despite significant price reductions in the first quarter of 2023, but tech visionary Elon Musk's group once again achieved a delivery record. However, Elon Musk still has big plans for the future and announced last year that he wanted to make Tesla the most valuable company in the world. While European manufacturers are currently concentrating on strong competition from China in order not to completely lose touch with the most important car market, Tesla has apparently envisaged Europe as a major growth opportunity.
The "Giga Berlin" in Grünheide, Brandenburg, which opened last year, is still Tesla's only large production facility in Europe, but the US company is now represented everywhere in Germany and in all other European countries with delivery centers, showrooms and sales areas. In Europe, the electric car manufacturer also grew more significantly in the first quarter than in the other two major sales markets – the USA and China – and sold 58 percent more models. But that was apparently just the beginning.
Tesla declares war on the combustion engine: "Hypergrowth" planned in Europe
As Teslamag reports, there was a recent video conference where Tesla summoned its executives in Europe and explained to them the goal of "hypergrowth" for 2023. According to the report, various slides were shown and one read: "This Year We Kill the ICE". The abbreviation ICE stands for "Internal Combustion Engine". Translated, the slide read: "This year we will kill the combustion engine". In a figurative sense, Tesla apparently wants to declare war on the combustion engine in Europe, which continues to dominate new registrations despite the advancing triumph of electric vehicles.
Top 10 new car registrations in Germany 2022:
| Place | Model | Number of new registrations |
|---|---|---|
| 1. | VW Golf | 84.282 |
| 2. | VW Tiguan | 59.136 |
| 3. | VW T-Roc | 58.942 |
| 4. | Fiat 500 | 52.337 |
| 5. | Opel Corsa | 50.191 |
| 6. | Mini | 40.142 |
| 7. | VW Passat | 39.261 |
| 8. | Ford Kuga | 38.482 |
| 9. | BMW 3 Series | 36.231 |
| 10. | Tesla Model Y | 35.426 |
(Source: Federal Motor Transport Authority)
Last year, the Tesla Model Y, which is also produced at Giga Berlin, landed in 10th place in terms of new registrations in Germany, according to the Federal Motor Transport Authority, but had to admit defeat to nine cars with combustion engines. The fact that Tesla is not interested in selling high-priced e-cars like Mercedes-Benz or BMW, but is definitely focusing on mass, is also clearly evident in Grünheide.
In Grünheide near Berlin, Tesla produces around 5,000 electric cars per week. However, the US company apparently has even bigger plans for Europe. © Patrick Pleul/dpa
The U.S. manufacturer now builds more than 5,000 Model Ys per week at its German production site and plans to ramp up production even further. Tesla employees at Giga Berlin, however, have already complained of "brutal exploitation".
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Tesla wants to open numerous new service centers and hire employees in Europe
Last year, it was said that Tesla is having increasing problems finding staff in Grünheide and is therefore resorting to a questionable method from the USA: According to this, Tesla hires many employees and fires those who are not good enough. For the current fiscal year, however, the U.S. company apparently wants to hire many new employees in Europe, who are to be lured with bonuses, as Teslamag reports. However, the new employees are probably not only intended for the large production factory in Brandenburg, but also for numerous new service centers that Tesla wants to open in Europe.
According to the report, Tesla has set itself a lot of goals in Europe for the current year 2023 and not only wants to declare war on the combustion engine, but also further expand its market presence in the territory of the veteran car companies. In addition to the ramp-up of e-car production in Grünheide, the company is also pushing ahead with the expansion of its own charging infrastructure. In October 2022, Tesla announced that it now offers a total of more than 900,10 charging points at 000 Supercharger locations in Europe – with 1,900 charging points at 144 locations, most of them in Germany. Since November 2021, however, Tesla charging points have also been gradually opened up to electric cars from other manufacturers.