Lower middle class responsible for almost a third of e-car sales

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Lower middle class responsible for almost a third of e-car sales-lower

Looking at the European electric car market by vehicle segment, it was also becoming apparent at the end of October that it was dominated by the lower middle class. A corresponding comparison was already carried out in the previous months, and similar values were reached in both September and August 2019. From January to October 2019, Europe turned 271.584 electric cars were registered, a good 30.7 percent of which were in the lower middle class. Which is slightly above the previous month’s level.

Lower middle class continues to expand market share

With regard to the absolute numbers, after 57.750 electric cars in July to 64.700 e-cars in August and 74.136 units at the end of the 3rd. quarterly increase in 2019. At the end of October, a total of 83.310 units are recorded in this segment. With this share of the European electric car market, the lower middle class, which includes the Nissan Leaf (26.608 units), the BMW i3 (25.181 units) and the VW e-Golf (19.793 units) are number one in the ranking by vehicle segment.

With regard to the three models, it should also be mentioned that the BMW i3 (+41.5 percent) and the e-Golf (+32.1 percent) in particular were able to show decent growth compared to the same period last year. For the Nissan Leaf, things didn’t look quite so good, with negative growth of 14.2 percent. This is due to the fact that sales in the Japanese home market have stalled for some time.

With the so-called “near-executive segment” at the end of July, a segment followed that was actually unknown to us in Europe until February 2019. There is only one vehicle behind it, the Tesla Model 3. The Model 3 alone achieved 64 from January to October 2019.430 new registrations or 23.7 percent of the total registrations. Since the first look at registrations by segment, the proportion of Model 3 has grown steadily. In relation to the market as a whole, a slight downturn can now be observed.

It is now becoming apparent that the SUV/crossover segment will overtake the “near-executive segment” next year. As early as October, shares in the overall market could be gained again. It’s currently at 55.672 e-cars or 20.5 percent share of the total market. Since some vehicles will follow in this segment from next year, which will start with the Hyundai Kona – 18.568 approvals in 2019 – are comparable, this development seems quite understandable.

Small car sector could get an upswing in 2020

Nevertheless, it is already clear today that neither the currently second-placed segment with the Model 3 nor the SUV/crossover segment can keep up with the lower middle class. From 2020, some new volume models will also be coming onto the market here, most of which are based on VW’s MEB platform.

But the “small car” sector, to which the Peugeot e208, the Opel Corsa-e and the new Renault ZOE are assigned in the evaluation, should also experience corresponding growth. This brought it to 38 by the end of October.042 units. Strongly influenced by the Renault ZOE, which alone was 37th.954 units on the scales. Below is the total electric car sales by October 2019 broken down by individual segments.

Electric car registrations by segment from January to October 2019

  • Basic – 15.360 units – 5.7 percent
  • Small car – 38.042 units – 14.0 percent
  • Lower middle class – 83.310 units – 30.7 percent
  • Near Executive—64.430 units – 23.7 percent
  • SUV/Crossover – 56.672 units – 20.5 percent
  • Luxury Class – 6th.905 units – 2.5 percent
  • Commercial vehicle class – 1.581 units – 0.6 percent
  • Other – 6th.283 units – 2.3 percent


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