If we talk about electric carsdrivers have tended to rate more highly Tesla than those of traditional firms. But this is changing: For the first time, zero emissions that are not from the Californian firm have surpassed them in JD Power’s customer satisfaction studyAnd they have done so by achieving a record score.
It is true that competition from electric vehicles is increasing, but in this change of direction there is also a bit of Tesla resting on its laurels while the traditional manufacturers have gotten their act together.
“Traditional manufacturers have listened to customers”
At least that is one of the main conclusions of the consultancy firm’s latest annual study, recently published and focused on the performance and quality of cars, as well as the enthusiasm that cars and brands generate among North American buyers.
This report is now in its 29th edition and applies scores on a 1,000-point scale. cars sold in the US in the last year. Respondents assessed up to 37 aspects, and those surveyed had owned new cars for at least three months. In total, more than 99,000 responses were collected.
Non-Tesla electric cars have achieved an unprecedented score of 877leaving behind Tesla, which has signed 870, as well as thermal vehicles (842) and PHEVs (841) in general. It is not an abyss, but it can predict a change in trend.
Furthermore, after two years of decline, overall satisfaction with new cars has grown, reaching 847 points between premium and generalist brands.
In terms of overall premium ratings, Tesla has fallen behind several firms. At the top we find Porsche with a rating of 891 pointsJaguar follows in second place with 886 points, Land Rover with 882, BMW with 881 and Mercedes-Benz with 876.
Tesla is also overtaken by firms such as Lincoln and Genesis. Even Rivian is doing the same when it comes to exclusively electric firms.
“Traditional manufacturers have listened to the voice of the customer”notes Frank Hanley, senior director of automotive benchmarking at JD Power. In addition to adjusting to overall demand, in the case of electrics, “the traditional brands have surpassed perennial leader Tesla when it comes to the level of emotional attachment and enthusiasm owners have for their new car.”
Among the reasons we find that Tesla has not updated its models too much, beyond the updated Tesla Model 3 which changes essentially in aesthetics but also somewhat in range. While The traditional ones have made a good leap in autonomy between charges, which added to a better quality of interiors and finishes has partly allowed Tesla to overtake.
While Tesla loyalists continue to give the Palo Alto model high marks, that is not the case with new buyers who have been more seduced by the zero-emissions of other brands.
Tesla rules the electric market, but less and less
This satisfaction survey partly reflects market trends: Teslas are losing ground in sales in both the US and Europe: generally in the first half of the year fell by 8% and 13% respectively According to the latest data collected by JATO Dynamics.
The first quarter of 2024 was the first in four years in which the brand saw its sales fall, and although it has recovered in the second quarter, posting better numbers than last year, overall they are on the decline. Greater competition from electric cars is one of the main reasons, with European premium brands gaining strength in the electric segment, in addition to Korean and Chinese brands.
Teslas continue to lead electric car sales, but with less firmness: for example in Europe the Tesla Model Y It has once again been the best-selling zero-emissions model between January and June, but it has also reaped 23% fewer units compared to 2023. Let us remember that this electric SUV was the best-selling car in the world last year.
Moreover, after nearly a decade of dominance among zero-emission companies, Tesla has just recorded its lowest profit margin in the last five years according to its latest earnings report: it has remained at a net profit of 1.48 billion dollars in the first six months of the year, when in 2023 it signed 2.7 billion.
The delay of the cheap Tesla in favour of strengthening its autonomous taxi division or its Optimus robot, which will be more profitable in the future according to Musk, is not exactly helping. Tesla has been promising for years to reach 20 million cars a year at some point, but has now stopped including that goal in its sustainability reports. Time will prove or disprove it, but this year’s numbers suggest that it may not be the right path.
Image | Wikimedia
Source: www.motorpasion.com
