Tesla’s golden age seems to be coming to an end.
In the first quarter, Mercedes-Benz dominated the imported electric vehicle market. During this period, the sales of imported electric vehicles totaled 4,687 units, down 11.1% from last year’s 5,278 units. The brand with the most sales was Mercedes-Benz, which recorded 1,572 units—a 116% increase from last year’s 728 units.
Mercedes-Benz Korea emphasized, “The strong sales of the compact SUVs EQA and EQB, along with the steady sales rise of the EQE sedan launched last year, were key factors in our success.” Additionally, in the first quarter, Mercedes-Benz’s total sales reached 14,952 units, with electric vehicle sales accounting for 10.5% of that total.
Tesla, which has historically dominated the imported electric vehicle market, is now trailing behind Mercedes-Benz. In Q1, Tesla sold only 1,303 units—half of last year’s 2,702 units. Sales were primarily concentrated on the Model Y, which accounted for 1,044 units sold in March alone. Other models did not perform well.
Additionally, BMW is making significant strides with its i-series, achieving 990 units, a remarkable 120% increase from last year’s 450 units, closing the gap on Mercedes-Benz and Tesla.
The question remains whether Tesla’s reign will continue or if existing legacy automotive brands will continue to expand their territories. A real territorial war in the electric vehicle market has begun.
By Lee Sang-jin daedusj@autodiary.kr