From Autoblog:
​​​​​​For the first time in Europe, Tesla's Model S has outsold traditional high-end models from established European brands. In 2017, more buyers chose the Model S than a Mercedes-Benz S-Class or a BMW 7-Series, reports Automotive News. Audi was also left behind by the relative newcomer brand. This has happened earlier in the United States, but it's the first occasion when Tesla has topped the sales charts in Europe.

The Model S's yearly European sales rose by 30 percent to 16,132 in 2017, according to market research company JATO Dynamics. The Mercedes S-Slass, which is available electrified but not yet fully electric, managed a 3-percent rise to 13,359. BMW's 7-Series dropped 13 percent to 11,735. In the States, Tesla sold 28,800 Model S models, easily topping Cadillac's 16,275 XTSsales, for example. Quoted by Automotive News, JATO Dynamics analyst Felipe Munoz said, "This is an alarm for the traditional automakers such as Mercedes. It says a smaller but smarter brand such as Tesla can beat them at home."

 

I find it hard to believe the Tesla model S outsold the S class and 7 series just on its own, is it a fleet car in Europe, are there incentives given to buy it. I can't imagine someone preferring a Model S with its chintzy interior, dull looks, and charging compromises to a new S class with a beautiful interior and several engine options. Doesn't a base Model S cost about half of what a base S class costs? I don't think they really compare to each other unless you choose the top end Model S.

 

The Germans are easily the kings of luxe and prestige compared to the Model S. I think it's got to do with Europe's dense geography and the infrastructure that's already in place for EVs. That's not the case in countries which are far less populated and have longer distances for drivers to travel. Also, in Europe, fuel prices would shock most NA drivers not to mention the fact the Europeans are not very happy with diesels right now because of the scandals. I think it's a blip because Tesla certainly outdid them by going all in first. When the big companies catch up to Tesla, things might change.

 

 

Actually the prices are not that far apart. The base S class (3 liter diesel) is 88,000 euros and the Tesla 75D is 73000 euros plus 4000 euros for the deluxe package which is virtually mandatory. At the upper end, the S63AMG is 160,000 euros and the P100D is 125,000.

 

 

They need to work on selling their cars in Ireland.
It is such a lovely country and the only thing there is dirty diesels.

 

i am late to the thread, but most of the sales come from countries like Norway, where there are huge tax breaks for EVs so pricing is actually comparable to lower end 5 series, not S class. And Norway was >30% of sales for Tesla in EU in 2017.

Big numbers from Netherlands too, similar reasons.

In Denmark, when tax incentives were huge, Tesla sold 2800 units in 2015, and when incentives dropped it sold 98 in 2017.

In Norway they just lowered incentives and sales dropped more than 40% in January.

And who would not rather buy Tesla Model S 75 rather than base 520d with 190hp?