Tesla/Tesla fanboys/Tesla lunatics/Tesla-paid media 'journalists' tried to convince the feeble of mind over the last several years that price doesn't matter, just cult status: Tesla + EV + Messiah leader = price irrelevance/licence to print money.
This 'new paradigm', 'disruption', was about saving the planet, upon which you couldn't put a price, right?
So $70, 80, 100k+ for a bog standard milk float was a bargain in the greater scheme of things, where salving one's conscience and the all-mportant virtue signalling to one's peers was all that now mattered.
And then came reality: Musk ran out out of idiots.
The world is not full of HNWIs, with enough disposable income to drop up to $100k on a toy.
So, after Tesla is four-fifths of its way to crashing and burning, even after the billions in US taxpayers subs, we get this:
- that's the Mercedes EQC gone on sale today in Germany for €71,281. Why the odd price?
Because, that price is the with-VAT price, which in Germany is 19%, not the 20% here in UK.
So what is €71,281 minus 19% VAT? Answer: €59,900.
Why is this important? Because, in Germany subsidy to buy an EV, from the German taxpayer, is only available to cars costing less than... €60,000.
Ta dah! Daimler has priced the new 'planet saving', paradigm changing', 'disrupting' blah, blah EV, as if it was a price sensitive ICE, a fairly luxurious medium SUV, akin to a loaded GLC.
The subsidy for <€60k EVs in Germany is €4,000.
That puts the taxpayer subsidised base 'EQC 400' at €71,281 - €4,000 = €67, 281.
A large sum(around £58k), but over €10k cheaper than a base I-Pace at €78,240.