The news outlet notes that fleet customers are especially important in Europe, where companies often lease large amounts of company cars for employees. In fact, purchases from leasing and rental car companies made up 44 percent of Tesla’s sales last year in the UK, as well as 15 EU countries. In Q1, its fleet sales in those areas fell by 2.3 percent.
Leasing firms calculate lease prices based on the anticipated resale value of vehicles. Sudden drops in retail prices have severely undercut these residual values, causing significant financial strain.
Richard Knubben, director general of Leaseurope, emphasized the severity of the situation, telling Reuters that there’s “nothing worse than continuously dropping the value of a fleet buyer’s assets.”
Beyond pricing issues, Tesla has been criticized for slow and expensive service, a major pain point for fleet customers.
Even with these setbacks, Tesla continues to push forward with plans to increase its market share.
Musk has indicated a shift in focus toward self-driving technology, although the company is scaling back on other projects, such as the long-awaited affordable Model 2.
Tesla’s recent activities reflect its efforts to regain the trust of European fleet buyers. Its ability to navigate these challenges will be crucial as it seeks to maintain its market position amid evolving market dynamics.
Securities Disclosure: I, Giann Liguid, hold no direct investment interest in any company mentioned in this article.
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