If you thought that the U.S. sales numbers for August looked already pretty bad for German car makers, wait until you see the number for September. I compared (premium) sedan cars (see tables below with the models), which I compared to the Model 3 from this source. SUVs (including the Model X) were not included.
Of the 64,547 sold cars from German automakers in September 2017, the numbers fell to 46,110 in September 2018. Tesla on the other hand increase the numbers from 2,517 Model S and Model 3 in September 2017 to 26,000 in September 2018.
That means that the little manufacturer Tesla sold 56% of cars that all four German makers in that class sold in the U.S.
All German car makers lost sales, on average 29%. In total the Germans sold 18,437 fewer cars in September 2018 than in September 2017, while Tesla alone sol 22,000 Model 3 in September. If you add the 2,500 Model S, then the result for Tesla is even better.
| Car maker & Models | Sales numbers September 2017 |
Sales numbers September 2018 |
Delta |
| Model 3 | 117 | 22,250 | +18,917% |
| BMW 2, 3, i3, 4, 5, 6, 7 | 16,073 | 12,324 | -23% |
| Audi A3, A4, A5, A6, A7, A8, TT | 9,315 | 7,764 | -17% |
| Mercedes C,E,S | 13,447 | 7,743 | -42% |
| VW Käfer, Jetta, Passat, Golf, TT | 25,712 | 18,279 | -29% |
Mercedes C-class lost from September 2017 to September 2018 24% in sales, BMW 3 lost even 40%. All BMW from series 2 to 7 saw losses between 7% and 40%, with the exception of the BMW 6, which saw an increase of 3% (that are 7 cars more). VW Beetle lost 6%, Jetta lost 12%, Passat lost 29%, Golf lost 41%. Audi A3 lost 9%, and the only two increases were the Audi A4 with +23% and Audi A5 with +8%. However, all other Audis from A6 to A8 and TT had losses between 58% and 95%.
Here is the table comparing the numbers form August and September 2018:
| Car maker & Models | Sales numbers August 2018 |
Sales numbers September 2018 |
| Tesla Model 3 | 17,800 | 22,250 |
| BMW 2, 3, i3, 4, 5, 6, 7 | 10,963 | 12,324 |
| Audi A3, A4, A5, A6, A7, A8, TT | 8,950 | 7,764 |
| Mercedes C, E, S | 6,297 | 7,743 |
| VW Käfer, Jetta, Passat, Golf, TT | 19,524 | 18,279 |
The increase in the number of sales numbers for the Model 3 can be seen in this chart:
The massacre continues and becomes even bloodier. There is no way to continue to argue that Tesla “has to deliver first” and “it will be different in Europe.” What’s happening here is a nightmare come true for German (and other car makers), unfolding right in front of our eyes.
Bloomberg has some other charts including more car makers, but basically comes to the same conclusion.
This article has also been published in German.
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