Tesla is scrambling to repair damage done to its relations with big European fleet buyers by abrupt price cuts that tanked resale values, Reuters reported Monday.
Many fleet, rental car and leasing companies got burned over the past year as Elon Musk slashed prices on Tesla EVs as the tide went out on demand. Now, Tesla is offering discounts and other incentives to persuade European fleet operators to keep Tesla on their company car menus.
That’s critical because the leased company cars EU corporations provide to employees as part of their compensation account for a substantial share of overall European sales.
Leasing companies accounted for 44% of Tesla sales in the UK and 15 European countries. Now, some of those companies are talking to Chinese EV makers who have plenty of EVs to offer to fill corporate clean car quotas – as do Volkswagen, Stellantis, Renault, Ford and others.
European fleet operators also are unhappy with Tesla’s service operations. The company doesn’t have dealers to handle repairs and customers complain Tesla’s in-house service organization hasn’t kept up as the number of Teslas on the road has surged.
Legacy automaker executives have warned for years that Tesla’s no-dealer model would backfire as service needs grew. They can now enjoy exactly one minute of schadenfreude – before they go back to worrying about how to stay competitive with Chinese manufacturers who are resetting the industry’s price and production cost benchmarks.