Tesla emailed select European customers on Tuesday, alerting them that the company’s Model 3 launch events are kicking off right now. The sudden announcement spells big news for the electric vehicle market, as the company’s cheapest-ever car has raced ahead with record-setting sales since its July 2017 launch, but until now it’s remained exclusive to North America.
Excited Tesla fans in Europe shared email screenshots that show the company plans a bumper launch over the coming days. A Tesla spokesperson confirmed the email to Inverse, stating that “this week signals the start of Model 3’s arrival in Europe and we will continue to add to more markets and stores in the coming weeks.” The company plans to update reservation holders as and when they have information to share.
Tesla has found big success with the Model 3, after moving through a difficult period declared “production hell” to produce around 5,000 cars per week on top of 2,000 Model S and X vehicles. Initial production focused on a $49,000 version, with the company launching a $46,000 version last month ahead of a planned $35,000 edition. Tesla had a backlog of around 455,000 reservations in August 2017, but with this ramp up in production it switched to a direct order system for North Americans in July.
International expansion represents the next big step for Tesla Model 3. CEO Elon Musk said during the company’s third-quarter earnings call that he predicts global Model 3 demand as “probably in the order of anywhere from 500,000 to one million cars a year.” Tesla anticipates Europe playing a big role in higher demand, as the continent’s mid-size premium market is more than double that of the United States — a market where Tesla has crushed the competition.
Tesla’s event website shows the company plans a big list of appearances during its tour, which will let visitors sit in the car and try out features like the 15-inch touchscreen. Reservation holders get priority and there will be no test drives:
- Amsterdam, the Netherlands (starts 13 November)
- Rotterdam, the Netherlands (starts 13 November)
- Munich, Germany (starts 14 November)
- Düsseldorf, Germany (starts 14 November)
- Zaventem, Belgium (starts 14 November)
- Zürich, Switzerland (starts 14 November)
- Milan, Italy (starts 14 November)
- Paris, France (runs 14-29 November)
- Barcelona, Spain (starts 14 November)
- Mall of Scandinavia, Solna, Sweden (runs 14-25 November)
- Lisbon, Portugal (starts 14 November)
- Vienna, Austria (starts 19 November)
- Gothenburg, Sweden (runs 24 November-8 December)
- Täby, Sweden (26 November)
- Malmö, Sweden (17 December)
The company stated in its third-quarter earnings letter that “we expect to start taking orders in Europe and China for Model 3 before the end of this year.” The company expects to start producing significant volumes for Europe in January, before shipping out to consumers in late February and March. Musk previously told Inverse that a right-hand drive model for the United Kingdom should arrive by the middle of next year.
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