North American buyers have given preference to cheaper models, forcing the industry to change its strategy
Electric vehicle manufacturers in the US are facing a drop in sales of luxury cars and have been forced to migrate to more affordable models. According to a report from , suspended production of the , a pickup truck whose prices ranged from $55,000 to $85,000. A date for resumption has not been set.
The change in the market occurred after the US Congress and the president (Republican Party) eliminated, at the end of September, tax incentives for the purchase of electric vehicles.
Ford reported that it cannot determine when or even if it will produce the electric pickup model again, considering market uncertainties without government subsidies.
This situation represents a broader transformation in the electric vehicle sector. For many years, Americans bought mostly luxury models like the OEA, all priced above $80,000.
With the end of incentives, buyers now prefer more economical models, such as the oeo, with starting prices of approximately US$35,000, less than half the cost of the models premium.
In October, US electric car sales fell about 33% year-on-year to 64,500 cars, according to estimates. F-150 Lightning sales fell 12% (1,543 vehicles).
“When the subsidy ended, the more expensive vehicles really started to slow down,” said Tim Hovik, whose dealership, San Tan Ford in Gilbert, Arizona, sold dozens of Lightnings a month.
OTHER AUTOMAKERS AFFECTED
Like Ford, it suspended production of its . The factory in Michigan, responsible for producing the model, is expected to resume activities in January, according to the Times. But it will only work for 1 daily shift of 8 hours, instead of 2. GM has also reduced the production rate of electric models.
Tesla also cut production of its 3 luxury models – the Model S, O and O. Discontinued the Acura ZDX sports car, while canceling the pickup truck before it even reached dealerships.
The cut in subsidies also affected European brands. , which sold electric versions of its luxury sedans and SUVs in the US, recently announced that it will stop exporting them to the country. The company has reduced production of the , a high-end electric van made in Germany.
Porsche, a sports car manufacturer controlled by Volkswagen, announced that it will suspend the development of new electric cars to invest in gasoline models. In the 3rd quarter of 2025, the automaker recorded an operating loss of almost €1 billion.
