Skip advert
Advertisement
Opinion

'Tesla needs to cement its place as THE electric car maker'

Tesla needs to prove that it is the definitive electric car maker and stay ahead of its mainstream rivals, says John McIlroy

OPINION Tesla Model 3

After what has seemed like an eternity, this week we’re finally able to deliver a first UK verdict on the eagerly anticipated Tesla Model 3. You can read editor-in-chief Steve Fowler’s review, but suffice it to say that all of the promises that persuaded tens of thousands to add their name to the waiting list for the ‘baby Tesla’ is just as relevant on British roads as it is in the United States. That’s quite an achievement.

Advertisement - Article continues below

And yet, this week it also emerged that Tesla is seeking fresh funding as it tries to maintain momentum, having posted a loss during the first quarter of 2019 of $702million (£540m), and seen a reduction in car deliveries of almost a third compared with the final three months of 2018. For all the Model 3’s brilliance, Tesla remains a brand with amazing promise, instead of one that is truly delivering upon it.

Best electric cars to buy

Nor is the company’s battle going to get any easier over the next 18 months, as the likes of the VW Group and Mercedes launch their own EV sub-brands, based on bespoke platforms and made in plants blessed with billions of euros of investment.

Tesla boss Elon Musk has said that he welcomes new arrivals onto the EV scene – but he may be less conciliatory when they’re eating into his sales potential or installing their own charging networks on sites where he’d like to place Superchargers.

Tesla has to try to cement its place as the electric car manufacturer – in the same way that Apple made people want ‘the iPhone’ for many years, even after countless rivals had brought out shiny black bricks of their own. 

Somehow, anyhow, Musk and his team need to ensure that even when Audi, Mercedes and BMW have harnessed their manufacturing nous and buying power to really start making electric vehicles in proper numbers, Teslas don’t become ‘just another EV’. And that could be their biggest challenge yet. 

If you enjoyed this article then click here to read our previous opinion columns...

Skip advert
Advertisement
Editor-at-large

John started journalism reporting on motorsport – specifically rallying, which he had followed avidly since he was a boy. After a stint as editor of weekly motorsport bible Autosport, he moved across to testing road cars. He’s now been reviewing cars and writing news stories about them for almost 20 years.

Find a car with the experts

Skip advert
Advertisement

Recommended

Tesla Robotaxis on the hook for erratic driving on wrong side of the road
Tesla Model Y - front tracking

Tesla Robotaxis on the hook for erratic driving on wrong side of the road

US officials are in touch with Tesla over footage showing erratic driving by the firm’s modified Model Y Robotaxis
News
25 Jun 2025
Tesla struggles in new driver-assistance tests with Autopilot name deemed misleading
Tesla Model 3 - front cornering

Tesla struggles in new driver-assistance tests with Autopilot name deemed misleading

Tesla struggles in new Euro NCAP driver-assistance tests with Autopilot name deemed “inappropriate” by safety body
News
4 Jun 2025
Tesla denied Robotaxi trademark for its self-driving ‘robot taxi’
Tesla logo badge

Tesla denied Robotaxi trademark for its self-driving ‘robot taxi’

US authorities say Tesla’s proposed naming strategy for its autonomous EVs is too generic
News
8 May 2025
Tesla, Trump and tumbling sales: what’s the problem with Elon Musk’s EV brand?
Tesla Model 3 - front cornering

Tesla, Trump and tumbling sales: what’s the problem with Elon Musk’s EV brand?

Revenue from Tesla’s car sales dropped by a fifth in Q1 compared to 2024, with Elon Musk stating he will step back from his US government role under P…
News
1 May 2025

Most Popular

New Skoda Epiq vRS to headline brand’s hot-SUV onslaught
Skoda Epiq vRS exclusive image

New Skoda Epiq vRS to headline brand’s hot-SUV onslaught

Every future Skoda will get the go-faster treatment, with the brand also working on making cars sharper and more engaging
News
27 Jun 2025
Marcos is back! British sportscar brand’s big plan, and swirling controversy
Marcos, interior

Marcos is back! British sportscar brand’s big plan, and swirling controversy

Development is already underway on the first all-new Marcos cars in roughly 20 years
News
27 Jun 2025
Car Deal of the Day: 717bhp BMW M5 Touring super-estate on a tasty lease deal
BMW M5 Touring - front action

Car Deal of the Day: 717bhp BMW M5 Touring super-estate on a tasty lease deal

The BMW M5 Touring is M car royalty, with a thoroughly impressive PHEV powertrain. It’s our Deal of the Day for 29 June
News
29 Jun 2025