Snapshot

  • Tesla dominates the US and Australian markets for EVs
  • Other brands are competing for a slim slice of a small pie
  • Cooling demand is seeing some EV inventory u201cpiling upu201d on dealer lots

Sales of electric vehicles in America that aren’t Teslas are “not taking off”, according to Mazda’s global CEO.

Masahiro Moro told Fortune that Tesla accounts for more than half of America’s electric car sales and that other brands are struggling due to low demand and a lack of charging infrastructure.

“EV is absolutely an important technology and we are developing it,” said Mr Moro. “But [in the U.S.] EVs last year [were] about six percent of the market. This year it is eight percent. And out of the eight percent, 57 percent was Tesla. Other EVs are not taking off, inventory is piling up.”

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Moro’s comments follow reports earlier this year that Ford was struggling to move units of the Mach-E and F-150 Lightning in America as demand for its EVs started to cool.

Reports of heavy discounting for the F-150 Lightning also emerged and there was talk that Ford planned to cut production at its Dearborn factory from three shifts down to two. Ford has also scaled back its plans for a $3.5 billion battery plant in Michigan due to slowing demand and rising labour costs.

Analysis of US EV sales data by Reuters also support Moro’s comments that EV makers outside of Tesla are competing for a tiny slice of the pie. According to Reuter’s figures, Tesla outsold its next 19 competitors by 10 to one in the first half of 2023.

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There are striking parallels between America’s emerging EV market and electric car sales here in Australia.

Like the US, electric cars make up around eight percent of total Aussie sales and Tesla is the dominant player with around 55 percent of that market.

Mazda currently only offers one electric car in Australia, the Mazda MX-30, which had notched up 12 sales so far this year to the end of October. Tesla, meanwhile, is on track to deliver almost 50,000 units in Australia this year.

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Mazda doesn’t sell any electric cars in America currently.

Tesla’s domination isn’t stopping other brands from investing heavily into electric cars Down Under, however. MG, GWM and BYD are all gaining sales momentum In Australia and other more established brands like Toyota, Volkswagen, Polestar and Subaru all have major EV launches planned over the coming months.

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