James Cat, thanks for the thread. I know you're a staunch defender of how misleading market share can be, and I agree. I also generally agree with you that it is important to compare apples to apples in terms of price, brand, etc., though there are plenty of fair exceptions.

— Taylor Ogan (@TaylorOgan) March 18, 2021

3/ There is no disputing Model X and I-Pace are direct competitors. Since Sep. 2018, I-Pace outsold Model X every month (except Sep. 2020) in Europe. It's been the same story since Audi e-tron deliveries began in Jan. 2019. pic.twitter.com/tq6NBmwFnn

— Taylor Ogan (@TaylorOgan) March 18, 2021

5/ You can even see this with Mercedes EQC sales when it sorted out its battery issues with CATL in 2020.

For all of these, it isn't market share; it's just raw deliveries. pic.twitter.com/kbjWQVJxKQ

— Taylor Ogan (@TaylorOgan) March 18, 2021

7/ This is how Tesla's deliveries in Europe looked as competition ramped up:

Model S:
2018: 16,534
2019: 7,888
2020: 5,390

Model X:
2018: 12,723
2019: 7,347
2020: 5,756

This chart shows monthly deliveries in luxury BEVs in Europe, smoothed w/ 6-month SMA. pic.twitter.com/3GrZlfJ06m

— Taylor Ogan (@TaylorOgan) March 18, 2021

9/ Why did this happen? Because there were more options! And this isn't going to stop.

There can be multiple winners, and that's good!

If $TSLA wants to get back on top, though, it needs more models, and refreshing 2012 and 2015 models isn't going to be enough.

— Taylor Ogan (@TaylorOgan) March 18, 2021