I took the car sales statistics broken down by model ( from 2013 ) and entered them into a spreadsheet. Then I googled the MSRP and added it into the sheet. I did some smoothing ( skewing the price up, not down to compensate for the flaws listed below ) and the result was this chart ( x axis is MSRP, y axis is units sold ): I've been trying to find this data for free on the webs, but I haven't found it, so this is the best I have. The main flaw is that I used the MSRP of the base vehicle by model name. I have no idea what the trim levels are and how the sales break down among the trim levels. I also don't know how much option value is added by each vehicle. This chart serves the purpose to illustrate the size of the car market by starting MSRP class ( actual sale prices are undoubtedly higher, not lower as people option up and go up trim ). The total number of vehicles in the data making the chart is 16164533 For cars that start at $70K MSRP, my best guess from this data is that the total market in the US is about 140,000 - 160,000 vehicles. For $60K MSRP and up the total market is about 250,000 - 300,000 vehicles. For $35K MSRP and up the total market is about 1.7 - 2 million vehicles. A few thousand either way when you are near $35000 dramatically changes the size of the market you can reach. The conclusions I draw are: 1) that the potential market for the Model 3 is about 10-12 times bigger than the market for the Model S. 2) Tesla has a suprisingly large share of the market already If you find a better source for this data, please let me know. Source: 2013 U.S. Vehicle Sales Rankings By Model - Top 270 Best-Selling Vehicles In America - Every Vehicle Ranked - GOOD CAR BAD CAR Note that Tesla is missing from that data.