Sales and Markets
Tesla Motors reported 520 reservations for the Model S during the first week after the carmaker began accepting deposits online and at showrooms in California on March 26, 2009. The very first Model S was reserved for Tesla investor Steve Jurvetson. Tesla required a US$5,000 deposit for a regular Model S and a US$40,000 deposit for the Signature Series Model S. By mid December 2010, Tesla announced that the reservation count had passed 3,000, 6,500 by November 2011, and 13,200 by September 2012. As of 31 December 2012 (2012-12-31), there were over 15,000 net reservations after deliveries and cancellations are accounted for.
The special edition Model S Signature model was sold out even before deliveries began in June 2012, and according to Tesla Motors the electric sedan is sold out through 2012. A car ordered in May 2012 would be delivered in early to mid-2013. Tesla Motors initially expected to sell at least 5,000 units in 2012 and set a sales target of 20,000 units for 2013. In April 2013, Tesla increased its 2013 sales target to 21,000 units. Tesla expects global sales of 30,000 units in 2014, with 15,000 units in the United States, 10,000 units in Europe and 5,000 in Asia.
By August 2012 the carmaker was manufacturing 3 to 4 cars a day and production capacity was ramped up to 200 units a week by early November 2012. The target production rate of 400 cars per week or 20,000 per year was achieved in December 2012, and more than 3,100 vehicles were produced during 2012. A total of 2,650 cars were delivered to retail customers during 2012, and 4,900 during the first quarter of 2013. Tesla expects to deliver over 4,500 units in North America during the second quarter of 2013, out of a production target of 5,000 units, as some cars will be in transit to Europe for start of deliveries in the third quarter.
Deliveries of the models with 40 kW·h and 60 kW·h battery packs were initially slated for November and December 2012 respectively. In December 2012, Tesla announced that production of the 60 kW·h battery model was rescheduled to begin in January 2013, with deliveries in the United States beginning by January-early February 2013.
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