Tesla is facing increased competition from other automakers in online sales, even as it becomes the most sought-after car brand in the U.S., according to a Google search analysis.
The study, run by U.K. retailer Auto Trader, examined 2022 search results from the U.S. linked to vehicle manufacturers using keywords such as “car brand,” “for sale” and “buy.” While American companies performed well across the board, the research showed that internet users were most interested in Tesla. Erin Baker, Auto Trader editorial director, attributed the electric vehicle maker’s success to its “cutting-edge technology and their unwavering commitment to sustainability.” Baker also stated that the study results were “a clear indication of the nation’s continuous fascination with their fast, sustainable, and reliable vehicles.”
However, while Tesla remains ahead of the game in web-based retailing, the car manufacturer’s lead is shrinking, according to a different study conducted by BearingPoint. The management and technology consultancy reported that while the electric vehicle brand’s online sales performance outstrips that of other automakers on a global scale, companies such as Mercedes-Benz, BMW, Jeep and Cadillac are progressively increasing their digital presence in their domestic markets. On an international scale, BearingPoint called Polestar “the biggest challenger” to the Elon-Musk-led corporation’s headstart.
Tesla remains one of the most influential and popular brands, shedding its industry-disruptor identity to become the new standard of automotive retailing. Yet, as other manufacturers learn from the electric vehicle company’s success, the gap will inevitably begin to shrink. Increased competition between OEMs will ultimately push the car business forward in the long run, but which franchise comes out on top remains to be seen.
