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How Audi Told the World They’re Afraid of Tesla Motors

Audi's Press Release Doesn't Care Much for Tesla Motors' Success
Audi’s Press Release Doesn’t Care Much for Tesla Motors’ Success

Last week, we reported that Tesla Motors sales were outselling other luxury automobiles in its class. Audi says “Not so fast!”

According to Green Car Reports and CNN Money, the Tesla Model S sold more in the first quarter of 2013 than other luxury sedans in its class, including the Audi A8, BMW 7-Series, Lexus LS, and Mercedes-Benz C-Class. Tesla Motors only has one model, so isn’t set to take over the market just yet, but Audi saw fit to clarify things a little. The press release, “Not so fast to put Tesla on that particular pedestal,” ostensibly intends to set the matter straight, but I think does more to muddle the numbers and reveal, and is that fear I smell?

Tesla Motors sales and business are indeed impressive, with increasing stock prices and steady sales, and expects to deliver better than 20,000 vehicles this year. Granted, the title of CNN Money’s article was a little misleading, “Tesla sales beating Mercedes, BMW and Audi,” but the article clarifies hat it was referring to specific models, not the entire lineup. Audi’s press release says “Tesla’s reported sales of 4,750 units of its Model S electric car in April were less than half of Audi of America sales of 13,157 vehicles in the month.”

Oops! Audi, Tesla Motors doesn’t release monthly auto sales numbers! 4,750 Tesla Model S were sold in the first quarter of 2013, but how can you compare that to your entire lineup, from the $27,000 A3 to the >$114,000 R8? That just makes no sense. Also, Audi says it’s sales of 1,462 Audi A8 occurred only in April, not the first quarter. So, what are we comparing, between single model and lineup to single month and quarterly sales? Audi, thanks for making it even more confusing.

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