Conspicuous Conservation: The Prius Effect and Willingness to Pay for Environmental Bona Fides∗
courtesy
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..we're a fickle lot ? green signalling , even if 60% of usa electrcity is from fossil fuels.
Again, I don't disagree that people are willing to pay a bit more for a “green” product, but here we’re talking 2-3x more.
Interestingly though there are a few datapoints on this subject (although not hugely reliable). Firstly the average income of a model 3 buyer being around $127k, and secondly a rather ropy poll pointing from a Tesla Owners Facebook group.
https://www.google.ca/amp/s/insideevs.com/poll-results-bmw-3-series-top-trade-tesla-model-3/amp/
Which shows that Model 3 sales are potentially cannibalising other EV sales (makes sense), but of the ICE vehicles it’s BMW and their 3 series that’s taking the biggest hit.
However, there is a contradiction. A poll taken early last year suggested that reservation holders were twice as likely to own a Toyota than a BMW. “The pragmatic choice”, cheap, reliable and “safe”.
https://dailykanban.com/2017/03/mod...rvey-underlines-teslas-mass-market-challenge/
However that poll was done in March last year when the $27,500 Model 3 ($35k-$7,500 incentive) was a potential. It’s now clearly not going to happen in large numbers as the $35k model 3 is not coming until next year, when the incentive is likely to be at the very least halved due to sales of the more expensive $45k+ versions.
So I’d agree, it’s not as clear cut as Tesla are making out, but at the same time I very much doubt the premium segment aren’t taking a hit on sales from them. Again, not much of an issue for most manufacturers because they make their money on crossovers and SUVs, which Tesla aren’t going to target until around 2020/2021, and sales of the Camry, Accord and non premium saloons in the US are an order of magnitude higher than the premium Marques.
http://www.goodcarbadcar.net/2018/0...-sales-rankings-best-selling-cars-in-america/
BMW/Merc sell around 3000-5000 of each individual model a month. Toyota, Nissan and Honda sell 30,000 of each of their multiple models, so Tesla aren’t going to make much of a dent in their sales figures at all. So I’ll stick by my comment that the premium Marques are likely to feel Tesla’s growth more than the non premium brands.