Tesla’s planned expansion in Europe

Ready or not, Tesla is expanding into Europe

  • How will having a wider network of charging stations throughout Europe help Tesla market the Model S to European consumers?
  • What is likely Tesla’s strategy behind this expansion plan?
  • Why has Tesla likely seen a demand in Europe?

“In my opinion . . .”

Tesla is planning to open 30 new service centers and stores in Europe, responding to its growing popularity on the continent. In addition, Tesla plans to expand the number of Superchargers across Europe so Model S owners can drive across Europe for free.

Here is an excerpt from their press release on the subject:

 . . . Tesla owners enjoy the benefit of charging at home so they never have to visit a gas station or spend a cent on gasoline. For long distance journeys, Tesla’s Supercharger network provides convenient and free access to high speed charging, replenishing half a charge in as little as 20 minutes. Superchargers now connect popular routes in North America, Europe, and Asia Pacific. . . .

Instead of brand extension of Tesla automotive products in the US, Tesla is expanding the market reach and availability of the Model S into Europe. That’s the right thing to do at this stage in their growth. Obviously, they feel very strongly with demographic, psychographic and sales data that their product answers a global need — not just in the US — and their sales history proves this to be the case.

In Europe, just as in the US, the ability to “fill up”—in this case a battery instead of a fuel tank—along the most traveled routes allows the Tesla driver greater peace-of-mind and sense of security in being able to safely travel from point A to point B without worrying if they car will become stranded along the route. If successful in Tesla’s plan, owners of the Model S (and other future Tesla models) will be able to travel almost anywhere in Europe using Superchargers along the route.

Adding all those locations is a big logistical challenge, so let’s hope they are able to accomplish their plans. Of course, it makes sense if they partner and co-brand their Supercharger stations with brick-and-mortar retailers and coffee houses in affluent areas that complement each other: charge your car, get a coffee and take a pee all at the same time!

Video credit: Tesla Motors


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