{"id":19268,"date":"2024-10-21T10:00:55","date_gmt":"2024-10-21T01:00:55","guid":{"rendered":"https:\/\/askinno.com\/global\/?p=19268"},"modified":"2025-11-02T14:13:32","modified_gmt":"2025-11-02T05:13:32","slug":"how-evs-are-becoming-the-value-choice-in-north-america-by-james-carter","status":"publish","type":"post","link":"https:\/\/askinno.com\/global\/archives\/19268","title":{"rendered":"How EVs are becoming the value choice in North America (by James Carter)"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-19270\" src=\"https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/\uc81c\uc784\uc2a4-\uce74\ud130-\uae30\uace0\ubb38_\uba54\uc778\uc774\ubbf8\uc9c0-600x290.png\" alt=\"\" width=\"1000\" height=\"484\" srcset=\"https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/\uc81c\uc784\uc2a4-\uce74\ud130-\uae30\uace0\ubb38_\uba54\uc778\uc774\ubbf8\uc9c0-600x290.png 600w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/\uc81c\uc784\uc2a4-\uce74\ud130-\uae30\uace0\ubb38_\uba54\uc778\uc774\ubbf8\uc9c0-300x145.png 300w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/\uc81c\uc784\uc2a4-\uce74\ud130-\uae30\uace0\ubb38_\uba54\uc778\uc774\ubbf8\uc9c0-1024x495.png 1024w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/\uc81c\uc784\uc2a4-\uce74\ud130-\uae30\uace0\ubb38_\uba54\uc778\uc774\ubbf8\uc9c0-768x372.png 768w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/\uc81c\uc784\uc2a4-\uce74\ud130-\uae30\uace0\ubb38_\uba54\uc778\uc774\ubbf8\uc9c0-250x121.png 250w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/\uc81c\uc784\uc2a4-\uce74\ud130-\uae30\uace0\ubb38_\uba54\uc778\uc774\ubbf8\uc9c0-700x339.png 700w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/\uc81c\uc784\uc2a4-\uce74\ud130-\uae30\uace0\ubb38_\uba54\uc778\uc774\ubbf8\uc9c0-800x387.png 800w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/\uc81c\uc784\uc2a4-\uce74\ud130-\uae30\uace0\ubb38_\uba54\uc778\uc774\ubbf8\uc9c0-372x180.png 372w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/\uc81c\uc784\uc2a4-\uce74\ud130-\uae30\uace0\ubb38_\uba54\uc778\uc774\ubbf8\uc9c0.png 1240w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<p style=\"text-align: center;\"><strong><em><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 15pt; ; color: blue;\">&#8220;Purchase cost is no longer a major concern for EV buyers in the US&#8221;<\/span><\/em><\/strong><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">A few weeks ago, one of my neighbourhood friends here in Toronto was asking for my thoughts on buying a hybrid SUV to replace their decade old minivan.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">My immediate response was to suggest considering an EV, though I had assumed it would be significantly more expensive. Wanting to double check, I jumped on the OEM\u2019s websites and compared lease payments. What I found surprised me.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">The vehicle they were looking at was a Toyota RAV4 hybrid in mid grade XLE trim, so I chose the Tesla Model Y RWD to do price a comparison. After some adjustments to account for down payment, incentives and lease term length, I was shocked to find that the RAV4 was less than CA$50 per month cheaper than the Tesla. In British Columbia and Quebec, which add local provincial EV incentives, the Tesla was over CA$50 a month cheaper!<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">Yet the Tesla has more room, more standard features and technology, much better performance, a higher safety rating, and is much cheaper to run and maintain. The value is there, plus it is MUCH cheaper to run.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">This comparison is important as these two SUVs are the #1 and #2 top selling (non-pickup) vehicles in North America, which means that many people are doing this calculation. <\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">Some further research found that the business publication <span style=\"text-decoration: underline;\"><span style=\"color: #0000ff;\"><a style=\"color: #0000ff; text-decoration: underline;\" href=\"https:\/\/www.forbes.com\/sites\/jimgorzelany\/2024\/04\/26\/study-shows-nearly-half-of-all-electric-vehicles-are-now-cheaper-to-own-than-gas-powered-models\/\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #0000ff; text-decoration: underline;\">Forbes<\/span><\/a><\/span><\/span> had come to the same conclusion. They<span style=\"color: #000000;\"> found als<\/span>o most half of all EVs sold in the North American market are now cheaper to own than their ICE equivalents.<\/span><\/p>\n<p style=\"text-align: center;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 10pt;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-19309 size-wcbig\" src=\"https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/01-4-800x386.png\" alt=\"\" width=\"800\" height=\"386\" srcset=\"https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/01-4-800x386.png 800w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/01-4-300x145.png 300w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/01-4-1024x494.png 1024w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/01-4-768x370.png 768w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/01-4-250x121.png 250w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/01-4-600x289.png 600w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/01-4-700x338.png 700w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/01-4-373x180.png 373w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/01-4.png 1240w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/>\u25b2References: <span style=\"text-decoration: underline;\"><span style=\"color: #0000ff; text-decoration: underline;\"><a style=\"color: #0000ff; text-decoration: underline;\" href=\"https:\/\/caredge.com\/guides\/average-price-of-an-electric-car-2024\" target=\"_blank\" rel=\"noopener\">CarEdge<\/a><\/span><\/span>, <span style=\"text-decoration: underline;\"><span style=\"color: #0000ff; text-decoration: underline;\"><a style=\"color: #0000ff; text-decoration: underline;\" href=\"https:\/\/www.kbb.com\/\" target=\"_blank\" rel=\"noopener\">Kelly Blue Book<\/a><\/span><\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">Moreover, <span style=\"text-decoration: underline;\"><span style=\"color: #0000ff; text-decoration: underline;\"><a style=\"color: #0000ff; text-decoration: underline;\" href=\"https:\/\/www.msn.com\/en-us\/autos\/buying\/evs-cost-less-overall-than-ice-cars-in-48-of-50-states-study-finds\/ar-BB1q2pEl?apiversion=v2&amp;noservercache=1&amp;domshim=1&amp;renderwebcomponents=1&amp;wcseo=1&amp;batchservertelemetry=1&amp;noservertelemetry=1\" target=\"_blank\" rel=\"noopener\">JD Power<\/a><\/span><\/span>\u2019s recently completed study on EV cost of ownership over a 5-year time frame versus a traditional combustion vehicle had similar results. <strong>This study found that in 48 out of 50 US states it made more financial sense to buy an EV versus an equivalent ICE vehicle, sometimes to the tune of more than US$10,000.<\/strong><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">That\u2019s huge cash in most buyers\u2019 language.\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">The first question to ask is how this can be the case. Weren\u2019t EV supposed to be much more expensive?<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">The answer is that they were, but not now; and there\u2019s five reasons why this is the case.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/askinno.com\/global\/archives\/19268\/#1_COVID_driven_inflation\" >1) COVID driven inflation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/askinno.com\/global\/archives\/19268\/#2_Battery_and_EV_component_prices_continue_to_fall\" >2) Battery and EV component prices continue to fall<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/askinno.com\/global\/archives\/19268\/#3_Changes_to_government_rebates_in_the_US_Inflation_Reduction_Act\" >3) Changes to government rebates in the U.S. (Inflation Reduction Act)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/askinno.com\/global\/archives\/19268\/#4_Demand_Supply_Incentives_and_Margins\" >4) Demand, Supply, Incentives, and Margins<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/askinno.com\/global\/archives\/19268\/#5_Local_manufacturing\" >5) Local manufacturing<\/a><\/li><\/ul><\/nav><\/div>\n<h2 style=\"text-align: left;\"><span class=\"ez-toc-section\" id=\"1_COVID_driven_inflation\"><\/span><span style=\"color: #3366ff;\"><strong><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 15pt;\">1) COVID driven inflation<\/span><\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-19295\" src=\"https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/03-1-600x273.png\" alt=\"\" width=\"800\" height=\"364\" srcset=\"https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/03-1-600x273.png 600w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/03-1-300x136.png 300w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/03-1-1024x466.png 1024w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/03-1-768x349.png 768w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/03-1-250x114.png 250w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/03-1-700x318.png 700w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/03-1-800x364.png 800w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/03-1-396x180.png 396w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/03-1-1100x500.png 1100w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/03-1.png 1240w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><span style=\"color: #000000;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 10pt;\">\u25b2Source: <span style=\"text-decoration: underline; color: #0000ff;\"><a style=\"color: #0000ff; text-decoration: underline;\" href=\"https:\/\/www.coxautoinc.com\/market-insights\/kbb-atp-february-2024\/\" target=\"_blank\" rel=\"noopener\">Cox Automotive<\/a><\/span><\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">From the start of 2022 until mid 2023 the average price of a new vehicle rose from US$42,000 to US$50,000. In just 18 months a new vehicle had jumped almost 20%! Much of this was driven by supply chain shortages, which kept supply low, while demand increased due to government COVID recovery money being pushed into the economy. However, remarkably, as interest rates shot up to counter inflation, average new car prices have only seen minor decreases from this high.<\/span><\/p>\n<p style=\"text-align: justify;\"><em><strong><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">Learning: Inflation and interest rates impact the entire automotive industry, EV and ICE alike.<\/span><\/strong><\/em><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">However, as ICE vehicle prices increased across the board, EV prices fell, and there are several reasons for this:<\/span><\/p>\n<h2 style=\"text-align: left;\"><span class=\"ez-toc-section\" id=\"2_Battery_and_EV_component_prices_continue_to_fall\"><\/span><span style=\"color: #3366ff;\"><strong><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 15pt;\">2) Battery and EV component prices continue to fall<\/span><\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">In an electric vehicle the battery makes up as much as 20% of the entire vehicle\u2019s build cost. Therefore, cost reductions here can significantly lower total vehicle cost. This is exactly what has been happening as lower commodity prices and newer cost reduction technology, such as LFP cells, are significantly lowering the cost of batteries.<\/span><\/p>\n<p style=\"text-align: justify;\"><em><strong><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">Learning: Falling battery prices are creating the opportunity for lower EV prices<\/span><\/strong><\/em><\/p>\n<h2 style=\"text-align: left;\"><span class=\"ez-toc-section\" id=\"3_Changes_to_government_rebates_in_the_US_Inflation_Reduction_Act\"><\/span><span style=\"color: #3366ff;\"><strong><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 15pt;\">3) Changes to government rebates in the U.S. (Inflation Reduction Act)<\/span><\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-19279 size-wcbig\" src=\"https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/04-800x405.png\" alt=\"\" width=\"800\" height=\"405\" srcset=\"https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/04-800x405.png 800w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/04-300x152.png 300w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/04-1024x519.png 1024w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/04-768x389.png 768w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/04-250x127.png 250w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/04-600x304.png 600w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/04-700x355.png 700w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/04-355x180.png 355w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/04-1185x600.png 1185w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/04.png 1240w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><span style=\"color: #000000;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 10pt;\">\u25b2Source: <span style=\"text-decoration: underline; color: #0000ff;\"><a style=\"color: #0000ff; text-decoration: underline;\" href=\"https:\/\/www.bloomberg.com\/news\/articles\/2024-06-07\/long-range-evs-now-cost-less-than-the-average-us-new-car\" target=\"_blank\" rel=\"noopener\">Bloombe<\/a><\/span><span style=\"text-decoration: underline;\"><span style=\"color: #0000ff; text-decoration: underline;\"><a style=\"color: #0000ff; text-decoration: underline;\" href=\"https:\/\/www.bloomberg.com\/news\/articles\/2024-06-07\/long-range-evs-now-cost-less-than-the-average-us-new-car\" target=\"_blank\" rel=\"noopener\">rg<\/a><\/span><\/span><\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">In the United States, the US$7,500 incentive to purchase an EV has moved from a tax rebate to an upfront incentive, but at the same time, new restrictions have been placed on which vehicles that incentive applies to. <\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">Essentially, a vehicle must be built in a USMCA free trade country, with batteries and their minerals sourced from countries with a Free Trade Agreement. However, as of today there is an exception: vehicles sold to companies still qualify for the rebate. This allows leasing companies to purchase EVs and apply the US$7,500 rebate for customers as a lease credit, drastically reducing monthly payments. It is now common to see EV lease deals for far less than an ICE vehicle, particularly in states that add further incentives.<\/span><\/p>\n<p style=\"text-align: justify;\"><em><strong><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">Learning: Bargain EV lease deals in the US have as much to do with the government EV incentive structure as OEMs incentives.<\/span><\/strong><\/em><\/p>\n<h2 style=\"text-align: left;\"><span class=\"ez-toc-section\" id=\"4_Demand_Supply_Incentives_and_Margins\"><\/span><span style=\"color: #3366ff;\"><strong><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 15pt;\">4) Demand, Supply, Incentives, and Margins<\/span><\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">Over COVID, there was nothing hotter in automotive than EVs. Demand was FAR higher than supply and OEMs had difficulty catching up due to the production expansion needed and COVID supply chain issues. Eventually, production (supply) caught up, right around the same time sales growth (demand) softened due to higher interest rates, creating a more balance inventory situation. On some models, OEMs even had over supply on growing sales, which was rebalanced with additional incentives.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">With balanced supply, EVs began to behave like any other vehicle. Sales volumes (demand) are impacted by the competitive product offering, retail offers and overall economic factors; as well as OEMs ability to produce those vehicles (supply). OEMs that have decided to pursue aggressive sales plans, or have a need to clear excess inventory, have added extra incentives, just like they do with ICE and hybrid vehicles.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">As an example, Stellantis recently announced emergency measures (i.e. HUGE incentives) to clear excess stock of their ICE RAM trucks and JEEP SUVs in North America, which occurred due to lower-than-expected demand. In other words, OEM demand \/ supply issues, and the levers they can pull to correct problems, are a normal part of the automotive business, regardless of the drivetrain.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">Interestingly, comparing manufacturer\u2019s suggested retail price (MSRP) points and incentives on similar vehicles between Canada and the United States, after currency adjustment, is very revealing. Canada\u2019s MSRP points for EVs are often 15% to 20% LOWER than in the US for the same vehicle (reference: Hyundai IONIQ 5). However, as interest rates climbed, OEM distributors in the US have ramped up retail discounts to significant levels, while Canada\u2019s incentives have been minimal, suggesting that both are using their margins in different ways to suit the market. In other words, the US retail discounts are funded by a fat MSRP margin buffer that doesn\u2019t exist in Canada.<\/span><\/p>\n<p style=\"text-align: justify;\"><em><strong><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">Learning: EV incentives aren\u2019t an \u201cEV chasm,\u201d they\u2019re a normal part of any OEM\u2019s tactical business plan for any vehicle, regardless of whether they are EV or ICE, and in the US these EV incentives are being funded out of fat profit margins.<\/span><\/strong><\/em><\/p>\n<h2 style=\"text-align: left;\"><span class=\"ez-toc-section\" id=\"5_Local_manufacturing\"><\/span><span style=\"color: #3366ff;\"><strong><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 15pt;\">5) Local manufacturing<\/span><\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">To take advantage of the changes in the US Inflation Reduction Act, OEMs have been localizing production of EVs. Full compliance allows for the US$7,500 rebate to also be applied to cash and finance purchases, not available otherwise. One of the biggest has been the new and massive US$7.6 billion Hyundai production facility in Georgia, USA that produces the IONIQ 5 and the Kia EV9. With a capacity of 300,000 units annually, this factory will create 8,500 direct jobs, as well as another 3,500 jobs at the nearby SK On joint venture EV battery cell plant. <\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">Other EVs from non-North American brands with recent new start of production in North America include the Volvo EX90 and Polestar 3, made in Charleston, South Carolina; Volkswagen ID4, made in Chattanooga, Tennessee; and Honda Prologue and Acura ZDX, made in the Ramos Arizpe plant in Mexico.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">The combination of these things has resulted in several EVs with over 300 miles of range being available for purchase for UNDER the US average new car price, a key range figure that opens acceptability for most North Americans.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">All these factors are adding up to EV sales that are continuing to grow faster than the market. Though down from their record growth rates in 2022 and 2023, Q2 2024 saw EV sales grow at 8% over Q2 2023, compared to 3% for the entire market, according to the data shown in <span style=\"color: #0000ff;\"><a style=\"color: #0000ff;\" href=\"https:\/\/www.coxautoinc.com\/market-insights\/q2-2024-ev-sales\/\" target=\"_blank\" rel=\"noopener\">\u201cQ2 2024 Kelly Blue Book EV Sales Report.\u201d<\/a><\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\"><strong>However, one problem does remain, and that is the lack of affordable EVs under US$35,000.<\/strong> While EVs on sale compare very well with their ICE competitors, the lack of vehicles for the value buyer is an issue. This is quite different to markets like Europe and China that offer an assortment of lower cost electric vehicles. This appears to be changing as new models are on the horizon to fill this gap, including the Kia EV3, updated Chevrolet Bolt and a low-cost Ford model.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">The stabilizing of prices and supply has resulted in another benefit: <strong>a proliferating used EV market<\/strong>. This is important as in North America, four used cars are sold for every one new car. With EVs becoming popular new cars, the number of used electric vehicles available has quickly grown. This newfound supply, plus the new EV tax credit in the US, has allowed lower budget buyers to step into an EV and exploit the operational cost savings at a price that they can afford.<\/span><\/p>\n<p style=\"text-align: center;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 10pt;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-19317 size-wcbig\" src=\"https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/02-2-800x408.png\" alt=\"\" width=\"800\" height=\"408\" srcset=\"https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/02-2-800x408.png 800w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/02-2-300x153.png 300w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/02-2-1024x523.png 1024w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/02-2-768x392.png 768w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/02-2-250x128.png 250w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/02-2-600x306.png 600w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/02-2-700x357.png 700w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/02-2-353x180.png 353w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/02-2-1175x600.png 1175w, https:\/\/askinno.com\/global\/wp-content\/uploads\/sites\/2\/2024\/10\/02-2.png 1240w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/>\u25b2Source: <span style=\"text-decoration: underline;\"><span style=\"color: #0000ff;\"><a style=\"color: #0000ff; text-decoration: underline;\" href=\"https:\/\/www.iseecars.com\/used-car-prices-study\" target=\"_blank\" rel=\"noopener\">iSeeCars<\/a><\/span><\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">But, is it true that the purchase cost for buyers has become no longer a top concern? According to the most recent Annual Global Mobility Study that Vision Mobility, CuriosityCX and LEK Consulting prepare annually across nine countries and over 3,000 respondents, <strong>battery life has replaced purchase cost in the US as the #1 concern for EVs. In fact, purchase cost is no longer even in the top 3 EV concerns!<\/strong><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">Yet, while the cost of an EV battery replacement can be expensive, the warranties and technical design means that few new car buyers need to worry. Most EVs sold today have a warranty of at least 8 years or 120,000 miles (192,000 kilometres) and are designed for 1,500 to 4,000 cycle rating (full to empty = 1 cycle) or 600,000 to 2 million kilometres of use, the concern seems more fuelled by other factors such as unbalanced media reports and previous experience with cell phones than actual data.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">The future widespread adoption of EVs in North America has as much to do with continually removing barriers and objections as anything else. Once purchase price was a very significant issue, now that has been removed. Now concerns over battery longevity have become an issue, yet with long warranties and improved technologies, this will also pass by the wayside. <strong>Fire risk has been a concern among some, but the actual data shows the rates of EV fires are miniscule when compared to IC vehicles.<\/strong><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">Will other concerns pop up for EVs over the next few years? Almost definitely, and those too will be worked through. <strong>There\u2019s absolutely no doubt that EVs will become the dominant form of transportation over the next 20 years because they are far less polluting, technically superior and now, lower cost. <\/strong><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\">While the industry\u2019s fortunes will go up and down, over the long term, EV dominance of the automotive industry is something you can bank on.<\/span><\/p>\n<div style=\"width: 100%; max-width: 11240px; border: 2px solid #d5d5d5; padding: 5px 0px; line-height: 26px; font-size: 16px;\">\n<div style=\"padding: 0px 10px;\">\n<div style=\"margin-top: 10px; margin-bottom: 10px;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\"><span style=\"font-family: 'Nanum Gothic', sans-serif; font-size: 13pt;\"><strong>\u25a0 Related articles <\/strong><br \/>\n&#8211;<a href=\"https:\/\/askinno.com\/global\/archives\/18388\" target=\"_blank\" rel=\"noopener\"> Why the future of transportation in the US remains battery electric (by James Carter)<\/a><br \/>\n&#8211;<a href=\"https:\/\/askinno.com\/global\/archives\/17863\" target=\"_blank\" rel=\"noopener\"> Soon EVs will be the only vehicles purchased by lower mainstream buyers (by James Carter)<\/a><\/span><\/span><\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;Purchase cost is no longer a major concern for EV buyers in the US&#8221; A few weeks ago, one of my neighbourhood friends here in Toronto was asking for my thoughts on buying a hybrid SUV to replace their decade old minivan. My immediate response was to suggest considering an EV, though I had assumed &#8230; <a title=\"How EVs are becoming the value choice in North America (by James Carter)\" class=\"read-more\" href=\"https:\/\/askinno.com\/global\/archives\/19268\" aria-label=\"Read more about How EVs are becoming the value choice in North America (by James Carter)\">Read more<\/a><\/p>\n","protected":false},"author":575,"featured_media":19282,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1908,1909],"tags":[1918,68,235,1699,332,1769,1768],"class_list":["post-19268","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-energy-insight","category-expert-columns","tag-batteriesmaterials","tag-electric-vehicle","tag-ev","tag-ev-sales","tag-evs","tag-gas-cars","tag-ice"],"acf":[],"_links":{"self":[{"href":"https:\/\/askinno.com\/global\/wp-json\/wp\/v2\/posts\/19268","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/askinno.com\/global\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/askinno.com\/global\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/askinno.com\/global\/wp-json\/wp\/v2\/users\/575"}],"replies":[{"embeddable":true,"href":"https:\/\/askinno.com\/global\/wp-json\/wp\/v2\/comments?post=19268"}],"version-history":[{"count":44,"href":"https:\/\/askinno.com\/global\/wp-json\/wp\/v2\/posts\/19268\/revisions"}],"predecessor-version":[{"id":153369,"href":"https:\/\/askinno.com\/global\/wp-json\/wp\/v2\/posts\/19268\/revisions\/153369"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/askinno.com\/global\/wp-json\/wp\/v2\/media\/19282"}],"wp:attachment":[{"href":"https:\/\/askinno.com\/global\/wp-json\/wp\/v2\/media?parent=19268"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/askinno.com\/global\/wp-json\/wp\/v2\/categories?post=19268"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/askinno.com\/global\/wp-json\/wp\/v2\/tags?post=19268"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}