Tesla needs to win over everyday buyers for its next phase of growth

The two models that have accounted for about 97% of the company’s deliveries — the Model 3 and Model Y — were first launched in 2017 and 2020

Tesla vehicles at the company's Californian factory. 

Tesla is expected to say on Tuesday that it had another record delivery year in 2023, in large part due to Elon Musk fans and tech-savvy early adopters. Now it is working to widen its appeal.

The electric car maker is estimated to have made almost 483,200 vehicles in the fourth quarter, according to analysts. That means Tesla probably exceeded its goal to deliver 1.8m cars last year, an all-time high for the company but just a fraction of what Toyota or General Motors normally sell.