TeslaTeslaUnited States of America, 2003 > present4 models
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is beginning its expansion into Europe and plans to have 20 dealers open by the end of the year. The first priority will be the German market, and it already has dealers in Frankfurt, Dusseldorf, Hamburg and Munich with two more coming soon in Berlin and Stuttgart.

The launch comes at the same time that BMWBMWGermany, 1918 > present87 models
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tries to get its own i electric sub-brand off the ground. Tesla’s cars offer more luxury than the BMW i, but BMW certainly has better brand recognition in Europe, especially in Germany.

“The European home turf belongs to the likes of DaimlerDaimlerGermany, 1889 > present12 models
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, BMW and AudiAudiGermany, 1909 > present83 models
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. We’re confident that we have a product that stacks up very well,” said Bryan Batista, Tesla’s European sales director.

Tesla’s challenges in Europe are huge. It has no brand recognition, and Elon Musk is not the media golden boy there that he is in the US. However, Tesla believes that its small size gives it an advantage. It can adapt quickly to the markets. 

The Tesla Model STesla Model SUnited States of America, 2012 > present7 versions
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in Europe will be built from semi knockdown kits shipped to Europe from Tesla’s California factory. It will retail for €71,400 in Europe and have a 480km range, among the largest in the segment.

In addition to exporting its cars, Tesla will also slowly build its Supercharger electric car charging network in Europe. It already has a network along the highways in Norway and plans to add more in other parts of Europe.

Time has shown that people should not underestimate Musk. He entered the car market with no experience against FiskerFiskerUnited States of America, 2007 > present5 models
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, which was staffed by industry veterans. Tesla is still around and growing, and Fisker is bankrupt and owned by the US Department of Energy. His Space X company completed the first successful space docking from a private company and has become the first financially viable, private space shipping company. He also founded PayPal. 

Source: Automotive News Europe