Electrifying Europe: An interview with Tesla’s Director of Western Europe

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With so much recent buzz about electric vehicle developments in China, one might have forgotten about the tremendous potential for EVs in Europe.

European August 2017 year-over-year “EV sales grew by roughly 68%… [and] after eight months of the year, sales have now crossed the 180,000 mark.” according to InsideEVs. Furthermore, “Compared to the U.S., sales in Europe are around 34% higher, and have also been gaining at a higher rate of late.” Sales have also been helped along by a myriad of European government incentives.

Tesla’s Supercharger station in Flachau, Austria (Flickr: Jakob Härter)

But what does this all mean for Tesla’s future in the region? Although Tesla is the leading automaker for EVs in the US, there’s still ample opportunity for growth in Europe. Tesla’s Model S and Model X year-to-date sales in Europe (through August), rank #7 and #9 behind other, more affordable electric models. That said, there’s plenty of runway for growth.

Tesla’s Supercharger station in Flachau, Austria (Flickr: Jakob Härter)

To uncover more about Tesla in the the region, Tesla’s George Ell recently gave an interview discussing the company’s market opportunity in Western Europe.

And, he should know — in 2014 Ell started as Tesla’s Country Director for the UK and Ireland where he went on to grow Tesla’s regional footprint from a single store to 14 locations across the region. Later, he was promoted to Tesla’s Director of Western Europe. Today, Tesla has 20 locations in the UK and 13 across the Netherlands, Belgium and Luxembourg.

Above: Georg Ell, the Director of Tesla for Western Europe, provides his thoughts on the region and Tesla’s overarching vision (Youtube: Verdict)

Europe: Fossil fuel phase-out plans

  • Norway agreed to end sales of gas and diesel cars by 2025. (Norway leads the world in EVs — almost 40 percent of its newly registered vehicles were hybrid, electric, or hydrogen in 2017.)
  • France announced it would end sales of gas and diesel cars by 2040.
  • Britain announced it would end sales of gas and diesel cars by 2040.
  • German Chancellor Angela Merkel hinted that her country would follow suit. “I cannot name an exact year yet,” she said, “but the approach is right, because if we quickly invest in more charging infrastructure and technology for electric cars, a general changeover will be structurally possible.”
  • Scottish government announced it would phase out gas and diesel cars by 2032.
  • Dutch government – by 2030, all cars in the Netherlands must be emission free
Tesla’s Supercharger station in Flachau, Austria (Flickr: Jakob Härter)

When Ell is asked his opinion about the most exciting thing about working at Tesla:

People love the car. We have an incredibly engaged ownership base that feel emotionally and passionately about their Teslas. 

It’s the scale of our ambition… it feels like we’re having a positive impact on the planet.” Ell explains, “We don’t think of ourselves like just another automotive manufacturer… we think of ourselves as the first vertically integrated energy business.

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Note: Article originally published on evannex.com, by Matt Pressman

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