Tesla aims to broaden appeal in wary mass market after probable record EV sales in 2023
- Tesla is likely to have had another record year for deliveries in 2023, in large part due to die-hard Elon Musk fans and tech-savvy early adopters
- For its next phase of growth, Tesla has to win over everyday buyers, who tend to select vehicles based on price and ease of use

Tesla is expected to say on Tuesday it had another record year for deliveries in 2023, in large part due to die-hard Elon Musk fans and tech-savvy early adopters. Now the company is working to widen its appeal.
“When you look at car buying in general, we’re trying to get to the next set of EV adopters,” chief financial officer Vaibhav Taneja said during an investor call in October.
The Musk-led company faces a number of hurdles to reach that crowd: Inflation and high interest rates have made consumers more cautious about big purchases. Additionally, plenty of buyers still wonder about safety, and if there are enough charging stations.
Those who do decide to make the switch from gasoline-powered cars also have an ever-expanding pool of EVs to pick from, besides Tesla.
