Electric cars are often seen as being more expensive to purchase than their direct thermal competitors. However, the Model 3 comes to shake up these prejudices on the premium segment
Electric cars raise a lot of questions. Are they economical, ecological, pleasant to drive? In terms of driving pleasure, electric cars have the advantage of being extremely torquey and quiet, even a little too much for some who do not hesitate to use a noise generator. For the ecological aspect, the question remains on the manufacturing part, but in use, they are superior to thermal vehicles condemned to death by Europe.
Regarding the economic aspect, in use, an electric car saves money, especially if you have access to free terminals or charge at home with a nightly rate. However, there remains the question of purchase. Excluding the ecological bonus and other transition aid, an electric vehicle often costs more than a thermal equivalent of the same range. This price difference is often due to the batteries which turn out to be expensive.
The Model 3, an accessible electric premium
In its “2020 Impact Report”, Tesla made a finding. The Model 3 is the first electric vehicle that aligns with the thermal equivalents of the same range. Positioning itself in the premium sector, the company therefore makes the comparison with European sedans in the same sector.
Thus, the Model 3, displayed from 39,990 dollars in the United States is directly compared to the Mercedes C-Class, BMW 3 Series and Audi A4 in the graphic below.
Please note that the prices displayed are the catalog prices.. For Tesla, you have to add the dealer’s share ($1,200) to get the effective price (if the customer does not go through direct sales). While for thermal vehicles, the price can be reduced in the event of destocking for example.
A little trick allowing Tesla to showcase itself against thermal competitors, but which does not really have any consequences since “most premium electric vehicles are still, today, 10 to 20,000 dollars more expensive than their direct competitors thermal,” says Elon Musk’s firm.
Good news for buyers who would therefore like to switch to electric, especially since the boss of Tesla expects prices to drop in the near future. Indeed, the brand having decided to manufacture its own batteries and developing its recycling chain, the cost price of batteries should decrease. Moreover, if the brand is to be believed, this drop would be passed on directly to buyers.