In California, Tesla Does What No Other American Car Maker Can Do

LifestyleCars & BikesIn California, Tesla Does What No Other American Car Maker Can DoByBrooke Crothers,Contributor.Forbes contributors publish independent expert analyses and insights. Brooke Crothers covers and reviews electric vehicles and autonomy.Follow AuthorMay 10, 2026, 08:54am EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.LOS ANGELES, USA - DECEMBER 1: People inspect the Tesla Model 3 as it sits on display at the Los Angeles Auto Show in the Los Angeles Convention Center in Los Angeles, California on December 1, 2017. (Photo by Justin L. Stewart/Anadolu Agency/Getty Images)Getty ImagesThe last time an American car manufacturer had a best-seller in California was likely in the 1990s. Tesla broke that long losing streak.I say “likely” because the data isn’t clear for California at that time. But living in California for 25 years, it’s clear to me (or anyone) that Japanese brands, after establishing a beachhead in California in the 1960s, ultimately conquered the Golden State car market, the largest in the U.S.* “Japanese brands won California by pairing rock solid reliability with fuel-efficient innovations like the Prius, offering a practical solution to the state’s high gas prices and long commutes,” said Jessica Caldwell, head of insights at Edmunds. “While Detroit focused on high-profit trucks, they missed a shift in local values.” bcCredit: data: CNCDA, Experian Automotive / chart: Brooke Crothers, Claude AIBut Tesla Isn’t DetroitCalifornia has always had plenty of nerdy green-leaning buyers. The runaway success of the Toyota Prius in 2004-2008 attests to this. “California drivers are quick to embrace new technology," Brian Maas, CNCDA President, told me in an email, adding that Japanese automakers met that need. Then Tesla showed up. First with the aspirational (pricey) Model S in 2012. Then, in 2017, Tesla mainstreamed the Model S with the more affordable Mode...