- EV customer bases are changing, so auto executives are investing in more hybrid-focused models.
- Hybrid EVs can be more practical and affordable than charge-only EVs.
- This article is part of “Getting Ready for Electric,” a series of guides and practical advice for buying your next EV.
Though the electric-vehicle market is having its toughest year yet, battery-powered cars are here to stay.
As EV sales slowed this year, major automakers had to reckon with their lofty goals and adjust for shifting customer bases.
Automotive executives moved forward with several EV launches this year, with some companies adding more hybrid models — cars that industry experts say could become a bridge for future EV owners.
Companies are turning to hybrid models to appeal to a more practical and frugal shopper, as wealthy early EV adopters who fueled years of growth have recently fled the market.
It’s clear that the high rate of growth the EV segment has enjoyed over the past few years is no longer a guarantee of future growth. But executives insist they’re committed to an all-electric future, even at a slower clip and with an updated strategy.
In the coming years, you can expect a greater menu of green vehicles on dealer lots — at various price points and with more seamless charging options.
Why more consumers are considering hybrid EVs
Hybrids — once thought to be a relic of the pre-Tesla EV market — are quickly gaining in popularity as EV demand slows.
Green-car shoppers are increasingly drawn to hybrid cars, which come in plug-in and non-plug-in varieties. These cars offer a stepping stone to full EV adoption, with the safety net of a gas-powered engine to ease range anxiety.
While these vehicles solve a pervasive range-anxiety problem among new EV shoppers, a lack of supply has also driven up the price of these cars, creating an affordability barrier for some shoppers.
Still, companies that stayed in the hybrid market over the past several years are now reaping the benefits of a renewed interest in these cars.
Toyota, which was once criticized for its slow adoption of EV technology, is now enjoying big increases in hybrid sales. That is elevating the brand’s cache among green-car shoppers in general, with Toyota often at the top of brand considerations for EV shoppers today.
Ford is also taking this approach. The company has said that Ford’s hybrid cars are converting more car buyers than any other segment. For example, more than half of all Ford Maverick pickup truck hybrid buyers are new to the brand.
A strategic shift after EV growing pains
The nascent EV market experienced a demand shift this year: The new generation of shoppers are more frugal and practical than their early-adopter counterparts.
But the market is still growing. According to JD Power, battery-powered cars accounted for 10.2% of retail sales in the US in September, up by 0.8 percentage points from the same month a year ago.
This growth rate is much slower than the rates of the past four years. EV market share soared from about 2% of retail sales in the 2010s to nearly 8% by the end of 2023, according to Kelley Blue Book.
The important distinction here is that demand hasn’t dried up — it’s just changing.
Companies are scrambling to adjust, pulling back production on big, expensive EVs and prioritizing more affordable models. Ford, for example, recently said it would pause production of its F-150 Lightning pickup truck for the rest of the year.
Ford also announced plans in August to replace two electric three-row SUVs with hybrid models. GM promised this year to bring hybrids to the North American market, reversing its full-EV strategy in the region, though the company provided few details about its stateside hybrid plan.
As companies shuffle the deck, EV launches are expected to slow. S&P Global Mobility expects that about half of the 143 EV launches it’s tracking between 2024 and 2026 could be delayed or canceled.
This upheaval is likely to continue after President-elect Donald Trump takes office in January. Trump has been tough on EVs, promising to gut Biden-era legislation designed to support the EV transition.
But it’s unclear how much a new administration could undo the Inflation Reduction Act, which includes electric-vehicle tax credits, without Congress’ help.
These EV tax credits, which can effectively lower the purchase price of a new car by up to $7,500, have been a specific critique of Trump’s. As affordability becomes a top barrier to EV adoption, the dissolution of these incentives could lower demand even further.
Tesla CEO Elon Musk has become a close ally of Trump’s, which initially gave industry executives and experts hope that the President-elect could soften his EV approach.
However, Musk’s stances have largely aligned with Trump’s so far, including opposing government subsidies for electric vehicles.
