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US Market Situation and Outlook (Rob Stark's American Megathread)

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Cumulative total global Tesla Model S deliveries: 89,956

Cumulative total Tesla Model S deliveries in California: 23,006

2012: 1,230
2013: 8,330
2014: 6,110
2015: 7,336 (=Q1+Q2+Q3)

California has taken a significant portion of the cumulative global total: 25.57%

What can we expect in Q4 2015?
 
Good news from the state of Hawaii, too:



http://www.bizjournals.com/pacific/...ds-to-see-highest-growth-among.html?ana=yahoo

Guess the Model S is especially attractive there, as its only weakness compared to ICEs (range) is a non-issue on an island.


Hawaii is a great place for a Tesla -- not only that, a Tesla 70D. No need to go all-out in terms of range. I mean, where ya gonna go? Even Big Island, on which I once put 1100 miles on a rental car in 10 days, is only so "Big." I can't wait to see the Model 3 on Hawaii -- a perfect car for that state. 200mi is plenty of range, more than enough. I hope Hawaiians keep buying boatloads of Teslas. (And PowerWalls and PowerPacks.)

Only thing I wish Hawaii had done years ago, if only it had had the guts to do it: put rail all over the main islands so people didn't need to drive anywhere near as much. It's such folly that the state didn't go for it when it could have.
 
November 2015 Plug-In Electric Vehicle Sales Report Card | Inside EVs

3200 for November.

Perhaps even more notably, those bulk Model S cars produced in Q3 for Scandinavian deliveries that we thought might just land by quarter’s end or early October – actually got to customer’s hands in November. The official registration amount won’t be known for a couple days, but it is going to be a huge improvement as we seen many confirmed deliveries throughout the month.
 
goldman_ev_3534567a.PNG
 
In 2016 the combined annual total US deliveries of the Tesla Model S, the Tesla Model X, the Chevrolet Volt, and the Nissan Leaf will be more than 100,000.

That depends on how fast Chevy can ramp the '17 Volt. The '16 Volt is in a few states only. Also depends on how many people delay switching because Leaf 2, Bolt are around the corner and the '16 Leaf 1.5 is not exactly a steal.
 
That depends on how fast Chevy can ramp the '17 Volt. The '16 Volt is in a few states only. Also depends on how many people delay switching because Leaf 2, Bolt are around the corner and the '16 Leaf 1.5 is not exactly a steal.

In 2016 more people in the US will switch from ICE to Plug-Ins, because more people will come to the conclusion that Plug-Ins really are good enough for their daily driving needs, and that they will be fine without their ICE. And the 4 most popular Plug-Ins in the US in 2016 will be the Tesla Model S, the Tesla Model X, the Nissan Leaf and the Chevrolet Volt.
 
I was looking over the EU data and new pretty charts, so thought I would make a couple from the InsideEVs data set


JanFebMarAprMayJunJulAugSepOctNovDec
2012




121943863004001790
201312001400230021001700135013001300150080012001500
2014800140013001100100018008006002500130012003500
201511001150245017002400280016001300250019003200
yearly sales.PNG
yearly percentage.PNG


I didn't include the 2012/2013 data to make a Y/Y percentage chart because it threw off being able to really look at the 2014/2015 data. Also note that part of the Y/Y decrease on 2014 was contributed by the shift away from solely delivering to NA and pushed ROW sales. 2015 really was the year to push sales everywhere with little issue so I think seeing solid gains in the NA market Y/Y is quite good. The worst we saw was a lack of gain (0%) in Sept of this year and Feb (-17.86%).

Given what they pushed out the door for Q4 this year, I would expect a similar drop in Jan/Feb of 2016 as they are going to be trying to finally satisfy those EU orders they have held off on.
 
Hi. I have been working on quarterly numbers for North America and Asia. This is what I have came up with:

...........North AmericaEurope
..............
Asia
..............
AustraliaGlobal
................
California
..............
California../
North America
Q3 2012250 (1*)000250 (7*)109 (9*)43.60%
Q4 20122,400 (1*)0002,400 (7*)1,113 (9*)46.38%
Q1 20134,911 (1*)0004,911 (8*)2,406 (9*)48.99%
Q2 20135,162 (1*)0005,162 (8*)2,308 (9*)44.71%
Q3 20134,288 (2*)1,224 (6*)005,512 (8*)1,823 (9*)42.51%
Q4 20134,223 (2*)2,669 (6*)006,892 (7*)1,793 (9*)42.46%
Q1 20143,384 (2*)3,073 (6*)006,457 (7*)1,533 (9*)45.30%
Q2 20142,127 (3*)2,482 (6*)2,970 (4*)07,579 (7*)954 (9*)44.85% (5)
Q3 20142,763 (3*)1,583 (6*)3,439 (4*)07,785 (7*)1,239 (9*)44.85% (5)
Q4 20145,315 (3*)2,382 (6*)2,072 (4*)659,834 (7*)2,384 (9*)44.85% (5)
Q1 20155,652 (3*)3,453 (6*)886 (4*)5410,045 (7*)2,535 (9*)44.85% (5)
Q2 20155,630 (3*)3,904 (6*)1,938 (4*)6011,532 (7*)2,525 (9*)44.85% (5)
Q3 20154,876 (3*)3,516 (6*)3,151 (4*)6011,603 (7*)2,187 (9*)44.85% (5)
.
...


Estimate
(1*)North America sales = Global sales
(Tesla published quarterly sales numbers and the Model S was sold only in North America.)
(2*)North America sales = Global - Europe
(Model S was sold only in North America and Europe. Both of these numbers are known)
(3*)North America sales = California sales / 44.85%
(California New Car Dealers Association (CNCDA) publishes quarterly numbers for Model S sales in California. In previous quarters California sales accounted for 44.85% of North America sales)
(4*)Asia sales = Global - (North America + Europe + Australia)
(5*)The assumption is, California sales will remain around 45% of North America sales.
(6*)Data we collected from institutions that publish car registration stats. Click on numbers for more details.

(7*)Published by Tesla. Click on the numbers for data source (PDF, shareholder letters).

(8*)These three quarterly numbers Tesla published were rounded down (4,900, 5,150 and 5,500). We adjusted them to match the 22,477 yearly sales number Tesla published on this following document: Page 65, FORM 10-K Annual Report, 2013

(9*)Published by CNCDA (California New Car Dealers Association). Click on numbers for data source.

The method I used:

From Q3 2012 to Q2 2013

The first 4 quarters are easy. The Model S was sold only in North America and Tesla has published sales numbers for each quarter. Therefore, North America sales = global sales.


North AmericaEuropeAsiaAustraliaGlobal
Q3 2012250 (1*)000250 (7*)
Q4 20122,400 (1*)0002,400 (7*)
Q1 20134,911 (1*)0004,911 (8*)
Q2 20135,162 (1*)0005,162 (8*)
...
From Q3 2013 to Q1 2014
These 3 quarters are easy too. The Model S was sold in North America and Europe. We already know the numbers for Europe and Tesla has published the global sales numbers. Therefore, North America sales = global sales - Europe.
...

North AmericaEuropeAsiaAustraliaGlobal
Q3 20134,2881,224005,512
Q4 20134,2232,669006,892
Q1 20143,3843,073006,457
...
I believe the Europe numbers are very accurate because the data comes from reliable sources like government departments or unofficial institutions like federations, unions or associations that work in this field. This wiki has links to data sources for each country.

The Problem
The tricky part starts in Q2 2014 when Tesla started selling the Model S in Asia. 2482 is Europe. 7579-2482= 5097 is non-Europe but how do you divide 5097 units between North America and Asia?


North AmericaEuropeAsiaAustraliaGlobal
Q2 2014.........?2,482 (6*)............?07,579 (7*)
...
CNCDA said 954 Model S were sold in Q2 2014 in California. Assuming California sales account for 44.85% of North America sales, the calculation for North America would be 954/44.85%= 954/0.4485= 2127 units. That means Asia sales would be 7579 - 2482 - 2127= 2970.

...........North AmericaEurope
..............
Asia
...............
AustraliaGlobal
..............
CaliforniaCalifornia/
North America
Q2 20142,127 (3*)2,482 (6*)2,970 (4*)07,579 (7*)954 (9*)44.85% (5)
...
Why 44.85% ? Because that's the average of previous 7 quarters. For first 7 quarters we already calculated North America numbers and California numbers were published by CNCDA. Therefore it is possible to calculate California sales as a percentage of North America sales. The last column in first table shows these percentages. They are fairly consistent. Their average is 44.85%. The assumption is, this will remain the same. This is the best method I could come up with.
 
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Great data, Truly. I like the way that you came up with the numbers as it is a little different than anyone else had done previously.

That being said, the nice litmus test of your "44.85%" number as it looks like that is where the majority of your estimations end of derriving from is tested from the Year end report for 2014 by Tesla. They stated the following:

In 2014, about 55% of new Model S vehicles were delivered into North America. While North American Model S orders grewyear-on-year, deliveries were about flat as we directed vehicles into Asia/Pacific (APAC) markets to support our first year ofdeliveries there. The APAC region represented about 15% of our deliveries for the year, and the remaining 30% of deliverieswere to Europe, where delivery volume more than doubled from a year ago. Since we remain production constrained, wemanage regional deliveries to balance customer wait times globally.

This means that the total sales was recorded as 31,655 and we take 55% of that to come out to a 2014 NA total of 17410 (rounded down). Your estimates come out to: 13589. To me, this signals that your CA percentages went down more over time. They 2014 CA percentage of NA sales looks like it would be around 35.09%

Total 2014CA 2014CA percentageNA Estimate (55%)APAC (15%)Europe (30%)
31,6556,11035.09%1741047489497
What is of course lost is the Q/Q granularity of that percentages you had. But from your number we can pretty safely say your 45.30% is correct, so we must down adjust the other three quarters (which is only going to drive the percentage lower). This comes out to (35.09 * 4 - 45.30) / 3 = 31.69 (yes, that doesn't quite add up correctly, but using more exact numbers the 35.09 is rounded down to begin with so 31.69 is more accurate I also used more precise numbers when dealing with your 45.30 number)

That said, once I reapplied the numbers back into the chart with the new calculations my NA totals exceeded the "55%" statement by around 400 units. So for Q4 specifically I adjusted the percentages upward to reflect 33.55%. This now perfectly lines up the NA numbers back to meet the golden number of 17,410.

So we have pretty solid numbers for each quarter for EU (yes, the reported numbers vs the percentages given is actually off by 24 units, but that is close enough of an error that it shouldn't matter too much). We also have solid quarterly numbers for NA that actually sorta make sense given what we knew happened with deliveries getting "stuck", so it makes sense for CA to go up for that quarter alone because they were originally going to deliver some 2400 extra cars that never got to their destinations in time. So now, subtracting out those values I come up with new APAC numbers that also fit the data (they are actually down by 24, which guess what caused that?) So here is the new 2014 data set:

...........North AmericaEuropeAsiaAustraliaGlobalCaliforniaCalifornia../ North America
Q1 20143,3843,073006,4571,53345.30%
Q2 20143,0102,4822,08707,57995431.69%
Q3 20143,9101,5832,29207,7851,23931.69%
Q4 20147,1062,382281659,8342,38433.55%
I got nothing at the moment to help you with 2015 numbers, because after doing all that, it has completed destroyed making sense out of anything going forward. I'll keep playing with them until it seems to line up with what we know vs what we don't know.
 
So running on the assumption that InsideEVs data isn't wrong (I know, big leap there), their quarterly chart would look like this for NA:

.......Q1Q2Q3Q4
2012
121482490
20134900515041003500
20143500390039006000
20154700690054005100
Applying this into the 2014 and 2015 data this updates Troy's information to look something like this:

...........North AmericaEuropeAsiaAustraliaGlobalCaliforniaCalifornia../North America
Q3 201225000025010943.60%
Q4 20122,4000002,4001,11346.38%
Q1 20134,9110004,9112,40648.99%
Q2 20135,1620005,1622,30844.71%
Q3 20134,2881,224005,5121,82342.51%
Q4 20134,2232,669006,8921,79342.46%
Q1 20143,3843,073006,4571,53345.30%
Q2 20143,9752,4821,12207,57995424.00%
Q3 20143,9101,5832,29207,7851,23931.69%
Q4 20146,1412,3821,246659,8342,38438.82%
Q1 20154,7003,4531,8385410,0452,53553.94%
Q2 20156,9083,9046606011,5322,52536.55%
Q3 20155,4003,5162,6276011,6032,18740.50%
Sorry it loses the color code on it, Not sure how he got all that to work (unless he did it in HTML, in which case, he has more patience than I). But the note here is that I did not touch any of his numbers on NA until I got to Q2/2014 and made the rest of the data work within that boundary. This also means that CA percentages really are all over the place if you want to make that data set fit. If this is the case, then it really feels like they have been sacrificing deliveries to the Rest of NA something fierce (without really messing with CA) to facilitate deliveries to the rest of the world.

If that is true, then Q4 numbers are going to be quite interesting because I think this is the first time that we can honestly say they might have pushed the boundaries of what NA demand actually looks like. Because they really pushed sales in NA as hard as they could (or that is what it feels like)

- - - Updated - - -

So they've only delivered 240 cars to Australia? And there are 6 superchargers there. Based on that ratio we should have 1200+ superchargers in USA by now. ;)

That might be why they haven't really kept growing AU by as much? Or rather put off Supercharger expansion into 2016...
 
Hi chickensevil. Thanks for the information below. I changed the table to match those percentages. The latest version can be found in the Europe 2015 Model S sales wiki, half way through.

In 2014, about 55% of new Model S vehicles were delivered into North America. While North American Model S orders grew year-on-year, deliveries were about flat as we directed vehicles into Asia/Pacific (APAC) markets to support our first year of deliveries there. The APAC region represented about 15% of our deliveries for the year, and the remaining 30% of deliveries were to Europe. Source: Page 3, Q4 2014 shareholder letter
 
According to Inside EVs there were 25,700 Tesla Model S deliveries in the US in 2015, that's more than 51% of the total global Tesla Model S deliveries in 2015 (50,366).

The insideevs number includes ~1500 Canadian deliveries. So ~48% of global deliveries are US deliveries.

BTW Mercedes had 21,934 S-Class sales in the USA in 2015.

Tesla wins F-Segment sales race in the USA!!!
 
According to Inside EVs there were 25,700 Tesla Model S deliveries in the US in 2015, that's more than 51% of the total global Tesla Model S deliveries in 2015 (50,366).

I believe that IndideEVs is under reporting NA deliveries in December. Due to the goal of delivering in Q4 2K cars more than producing, close to 100% of cars produced in second half of November-first half of December had to be delivered - in December - within NA. Assuming average production rate of 1200 cars/week, this works out to about 5,000 cars delivered in December vs. 3600 per the InsideEVs.

Another way to verify that their December number does not add up, is to see that according to WIKI, European Q4 sales tracking to about 5.5-6K. Assuming a max of 2,000 sales in Asia/Pacific, together with InsideEVs NA projection yields a total of 7.7 + (5.5 to 6) + 2 = 15.2 to 15.7K vs. 17,192 MS actually delivered in Q4. So there is about 1.5 to 2K of sales "missing".