In 2003, Tesla entered a market dominated by established giants like Ford, Chevrolet, BMW, and Volkswagen, but with a different focus: electric vehicles (EVs).
Despite the technology being relatively nascent and considered more of a niche product at the time, Elon Musk chose to forge ahead on this path.
Today, with the implementation of European targets to reduce CO2 emissions from cars and promote EV adoption, the American brand has outsold all its former, stronger competitors.
And it doesn’t stop there. Now, most manufacturers are following the course that was once ridiculed.
“When Musk goes in a direction, everyone follows,” says Michael Mayer-Rosa, Senior Director of Delta Electronics EMEA, to Mobility Portal Europe.
Not only in the automotive sector, but also in technology, robotics, among others.
In 2023, the best-selling car in Europe was the Tesla Model Y.
In markets like Denmark, Finland, and Norway, where pure electric vehicles represent 82.4 per cent of the share, they accounted for 18.2 per cent of sales.
This has had a significant impact on the sector, representing not only the first annual triumph of an SUV body model and a fully EV, but also the first victory of a car from a non-European brand.
The company is committed to pushing technological boundaries, whether through incorporating autopilot, “Ludicrous Mode,” or fully autonomous driving.
This success is reflected not only in its sales and the development of eVehicles, but also in the implementation of its Superchargers.
With over 50,000 units, the company owns and operates the world’s largest fast-charging network.
Throughout Europe, there are currently more than 14,000 devices distributed across over 1,100 locations available in 30 countries.
It should be noted that over 70 per cent of the network on the continent is currently open to non-Tesla vehicles.
Now, European truck manufacturers must be attentive, as the American company plans to unveil the Tesla Semi at the IAA Transportation in Hanover, Germany.
This vehicle, even in its long-range version with a range of 800 kilometers, promises to be lighter than its diesel equivalent.
Dan Priestley, Senior Manager of the company, announced at a conference that mass production of the model will begin in 2026, with the aim of reaching an annual production of 50,000 electric trucks.
Additionally, it was reported that the model is 65 per cent more efficient than comparable diesel trucks when fully loaded, and that the fleet’s average consumption is 1.7 kWh per mile.
Priestley also stated that the empty weight of the semi-trailer would be less than 20,000 or 23,000 pounds (standard or long-range version), which equates to 9,072 or 10,433 kilograms.
The unveiling of the Semi at the IAA Transportation fair suggests the likelihood that the American company is considering launching its eTruck in the European market.
And Tesla’s innovations don’t stop there.
In the not-so-distant future, Elon Musk hopes to venture into the taxi sector with a fleet of autonomous vehicles, which he himself has defined as a mix between Airbnb and Uber.
The official unveiling of the so-called Cybercab is expected to take place between this and next year, and will be integrated into the manufacturer’s app.
However, several experts remain skeptical, as, despite Musk’s promises in recent years, Tesla’s technology is still far from offering a truly autonomous driving experience.
Nevertheless, the American brand has revolutionized the way cars are perceived and interacted with, focusing primarily on research and development rather than other aspects such as advertising.
Such is their impact that their foray into assisted and autonomous driving has created a competitive environment in the automotive industry, where both established companies and startups are intensifying their efforts in developing similar technologies.
In this context, Tesla remains at the forefront, especially due to its focus on real-time data collection from its fleet of vehicles, allowing it to continuously train and refine its offerings.
“The impact on electric advancements, to be honest, comes from Elon Musk. A few years ago, everyone laughed at him, now everyone is chasing him,” emphasizes Michael Mayer-Rosa.
Will manufacturers be able to catch up?
