One model beat the British firm's entire range.
The Tesla Model 3 was supposed to be a watershed moment for the company – a move into the mainstream with its first so-called 'affordable' offering.
So far though the small saloon's entry into the world has been a tough one, with production hold-ups and quality issues. Thankfully, at least on the production front, Tesla is starting to find its feet with the Model 3, and there are figures to back it up.
Jaguar, a market rival for Tesla and a fellow electric car trailblazer (although it currently has just one battery-powered offering), sold 10,922 cars worldwide last month – 15 percent less than a year ago. However, Tesla sold 14,250 model 3s in the US alone in the same period.
Overall Jaguar sold 354,363 vehicles worldwide in the first seven months of 2018, and Jaguar Land Rover as a whole shifted 36,144 units, keeping it ahead of Tesla in overall sales, but given that Tesla's sales growth has been estimated by Motor1.com's sister site InsideEVs to be a staggering 440 percent, it is only a matter of time before Tesla overtakes Jaguar in sales, provided the Silicon Valley firm can stay afloat long enough.
"Retails for July were down in China (46.9 percent), reflecting continued market volatility in the first month of the duty change as well as trade tensions. Sales were also down in Europe (26.5 percent) and the UK (18.3 percent), impacted by the industry-wide issue of delays in WLTP certification of 2019 model year vehicles," said a source. "Jaguar Land Rover has made good progress however and all its vehicles are certified or expected to be shortly. Retail sales were also down in North America (9.5 percent), resulting from softer industry volumes (down more than 3 percent) combined with foregoing some higher discounted business and later timing for new model year launches this year compared to a year ago. Sales in Overseas markets were up 8.6 percent."
A big hurdle for mainstream brands entering the electric car arena is slow initial sale. While Jaguar's new I-Pace may be preferred by some over what Tesla has to offer, and comes from a much more established brand, it has only sold 418 units so far, with 223 of those coming in July. Customer deliveries of the car will begin later this month with UK customers getting the first ones.