Tesla Model S Outsells Chevrolet Volt In North America
When does a more expensive car outsell a more affordable model? When it has been specifically targeted at the well-heeled buyers most likely to buy it in the first place. This is the case in the plug-in hybrid / electric car segment, where Bloomberg is reporting that sales of the Tesla Model S - a vehicle that retails for just under $78,000 in the Canadian market place - has outstripped the more affordable Chevrolet Volt (MSRP $42,000 CAD) in the first quarter of 2013.
The gap isn't huge - 4,750 North American sales for the Model S versus 4,421 for the Volt - but the fact that a car which features no back-up gasoline engine and asks buyers to shell out luxury-level money can do such impressive business is an interesting example of how Tesla understands the electric vehicle market. By producing a premium product and slapping a high end price tag on it, Tesla has been able to sell the Model S to a crowd that might have normally purchased a gas-powered luxury car in its place. The Chevrolet Volt - a model which also bears the burden of being a pioneer - is in effect a mid-tier car priced like a premium vehicle, relying in part on government incentives and early adopters to drive its growth.
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General Motors has expressed support for Tesla, stating that it is pleased to see this type of growth in the EV segment regardless of who is enjoying the profits. Worldwide sales of the Chevrolet Volt approached 30,000 for 2012.