So out of curiosity I looked up Icelandic new vehicle sales stats:
The 2009 fall to 2.1k sales from the 16k baseline was brutal. This shows how elastic car sales are in economic crises.
Would be nice to see Tesla reach a good market position - is 10%-20% of the market realistic?
Well, I'm sure you know what happened in Iceland between 2007 and 2009
![Wink ;) ;)](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Remember how bad the Lehmann Brothers bankruptcy was in the US? The three banks that went under here had combined liabilities about half that of Lehmann Brothers... but in a country with about a thousandth the population. It was devastating. The currency value was halved - this in a country where most home and car loans were denominated in foreign currency, so simultaneously doubling debts at the same time prices on imported goods (e.g. most goods) were spiking and people were losing their jobs. Significantly more new and mostly-new cars headed
out of the country than
in.
Tesla absolutely could take 10-20% of the market here - easily. I expect that the initial delivery spike will be lower and the scaleup will take longer than in most markets, however, as Tesla is almost brand-new to the market - but it should just keep growing over the course of a year or so as cars start hitting the streets and Superchargers start appearing.
In mainland markets, there's generally Superchargers present beforehand (for travelers from other countries), people who imported cars beforehand can have them serviced in neighboring countries, etc. And we don't even start getting any until Q1, so it limits the word-of-mouth potential until then. Here we only have a poor 50kW network and around 100 really hardcore owners who imported cars themselves across the Atlantic and have to ship them across the Atlantic for service. All that said, Tesla generally seems to have a lot of interest from the public, and we have Norway-style incentives and goals**. There's 24% VAT on new cars, plus large pollution-based fees, but no VAT on EVs for the first 6M ISK of the price (base Model 3 LR AWD = ~6M ISK; my car is 6,3M, so I'll be paying 72k ISK = $580 in VAT, vs. a buyer of an equivalent-base-price BMW who might pay ~$18k in VAT and fees). Plus other incentives, like 90-minute free parking in Reykjavík, likely exemption from the upcoming congestion charges that the current government wants to start levying, etc.
ICE sales are due to be phased out in 2030, and after that it's planned to start phasing out the renewal of registrations of existing ICEs each year, in order from most polluting to least. So new ICE sales should collapse long before 2030, since depreciation will be awful on cars purchased near the end.
While we have the #2 EV sales per capita slot, right now, due to our poor charging network, most EV sales are PHEV rather than BEVs. Driving distances are just too long, stops too sparse, and the charging network too poor and slow for most people. Also, in Reykjavík a lot of people rent but curbside charging is poor, so asking people to have to frequently stop at "50kW" (<40kW) stations in their slow charging, shorter-range EVs is a big ask. But there's
very strong interest among most of the public in going electric. Most people are proud of our clean power and don't like to be importing oil.
** Our current tax incentives are scheduled to be phased out at the end of 2020 or when 10k BEVs / 10K PHEVs / 10k FCEVs are sold (each have their own 10k counter) have been registered. But they've extended it several times already, and can be fully expected to do so again, as the policy is popular. Also, it would only phase out the VAT discount, but not the pollution fees.