Tesla Keeps Poaching Prius Buyers, and It’s Not Slowing Down
Polk Automotive provided some stats for that older article (2014) which has the Prius as the #1 conquest sale at 15.51%, and Mercedes Benz and BMW at roughly 10% each.
Then you look at something like this:
http://www.jdpower.com/sites/default/files/2011_WhitePaper_DeathofDemographics.pdf
And they argue that looking at the demographics... like male, 35-64, total household income $125k+, you might think would buy a lot of luxury models. But the top 5 vehicles are: Ford F-series, BMW 3 series, Chevrolet Silverado, Honda Accord, and Honda Civic. The BMW 5 series shows up at #17 and the Mercedes Benz E-class shows up at #18. For females of the same income and age, the top 5 are: Toyota Camry, Toyota Corolla, Honda CR-V, Honda Civic, and Honda Accord.
Clearly, people didn't necessary have compelling enough reasons to spend the kind of money for a luxury vehicle, even when their household incomes can easily support it. Just like the iPhone, where few found reasons to spend $500+ on a phone before 1997, the market dynamics have changed with Tesla BEVs. People that have the money and can spend the money are finding a compelling set of reasons to spend that kind of money on a Tesla. So the conquest sales of Prius and other "lower market" vehicles is interesting. This basically means that the traditional luxury car makers have done a poor job at making compelling luxury vehicles for those that can afford it. This is very true in California. Plenty of people bought Prius and equivalents for the HOV sticker and green image, turning away from other luxury and near luxury vehicles.