Tesla's European road is fragmented, full of potential

Tesla has given itself two impressive challenges, and it is enduring various fortunes around the world as it tries to meet them. The first task – reinventing the electric car – might be easy compared to the second: reinventing the way people buy cars. Automotive News Europe spoke to Tesla's global sales chief Jerome Guillen about what are the biggest hurdles to becoming "a key player in sustainable transportation" on The Continent.

The short answer is 'fragmentation,' being the wild map of regulations, politics, languages, and misconceptions about electric cars. There are obvious success stories like Norway and Denmark, thanks to generous incentives; but other countries have needed more effort. Then there are the places where a "lack of knowledge" about EVs means that Tesla has to get the door open before it can even think about taking a seat at the table. One way to do that is to get customers into the driver's seat. "We can describe what it is like to have an electric car, but at the end of the day the best way is to really experience it for yourself," he said. "You need to see how smooth it is to drive, how quiet it is and how there is really no trouble with charging or range. People are nervous about it, which I understand, but there is no reason for it." Head on over to AN to read the rest of what Guillen had to say.