More automakers are being forced to rethink their EV plans; Chinese competition threat to the West

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More automakers are being forced to rethink their EV plans​

Nora Naughton
Feb 5, 2024, 5:00 AM EST
Cars lined up in assembly line.

Bill Pugliano/ Getty Images
  • Car companies are struggling to adjust to a new era in the electric-vehicle transition.
  • They're turning to hybrids as the demand for pure EVs softens.
  • Tesla's price war has accelerated the changes, leading companies to rethink their strategies.
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A new era of the transition to electric vehicles is on the horizon, and car companies are scrambling to adjust accordingly.

A reliance upon high-priced, luxury EVs that could more quickly usher in profitability for this segment fell apart in recent months as wealthy early adopters started to drop out of the market.

But demand for EVs didn't fall away completely. Instead, a new crop of shoppers entered the market in search of more affordable and practical electric options and with a preference for hybrids over pure electrics.

After hitting the brakes on EVs at the end of last year, executives are slowly rolling out new strategies as they go back to the drawing board.

Earlier this week, General Motors CEO Mary Barra said the company — whose high-profile "all-in" EV campaign rolled out in the Super Bowl — would begin to rely on hybrid sales in North America.

Meanwhile, Sweden's Volvo said it was pulling future funding from its EV company, Polestar. These strategy changes follow other signs of trouble for EV plans, such as Hertz dumping a third of its EV fleet.

Hybrid bets pay off​

For the past few years, the automotive industry has been divided into two camps on EV strategies.

The first, including GM and Volkswagen, have sought to skip hybrids and go straight to an all-electric lineup, while the second, including Toyota and Stellantis, the owner of Jeep, focused on plug-in hybrids for the near term with more EVs down the road.

It was unclear until recently which strategy would win out, but GM's move this week is the first sign that industry executives are recognizing a need for hybrids, at least in the near term.

"Deploying plug-in technology in strategic segments will deliver some of the environmental benefits of EVs as the nation continues to build its charging infrastructure," Barra said, adding that GM's ultimate goal was still to eliminate emissions by 2035. "We are timing the launches to help us comply with the more stringent fuel economy and tailpipe emission standards that are being proposed."

Barra's statement reflects how the EV landscape is changing. This new wave of EV-curious shoppers is much less likely to tolerate the quirks of charging, range anxiety, or other significant lifestyle changes.

Tesla's price war forced change​

While changes in customer demands for EVs are a significant driving factor in the recent upending of the industry's plans, there's another culprit: Elon Musk's Tesla.

Musk started a price war last year, flexing Tesla's extremely high profit margins to drive down the prices of his vehicles while still remaining profitable — something Tesla's legacy competitors can't do. While Musk's price war drives down the average price of EVs, legacy car companies are being forced to rethink their paths to profitability for battery-powered vehicles.

"This is a pretty brutal space," Harald Wilhelm, the chief financial officer of Mercedes-Benz, said on an analyst call late last year. "I can hardly imagine the current status quo is fully sustainable for everybody."

The solution for now appears to be hybrids, which is good news for customers. Demand for hybrids has recently outpaced supply of these vehicles, driving up prices. It's also good news for dealers, who have been eager to get more hybrid models on their showroom floors as demand for pure EVs has softened.
 

BigMoneyGrip

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hybrids are easier to achieve and sell to the public
Hybrids and EVs are the future period… Only reason why legacy automakers are struggling with EVs is soley they don’t have reliable charging infrastructure while Tesla is far and away ahead of the competition and pretty much the dominant force is that lane.. It will get to the point where Tesla can now make money off of the legacy automakers EVs to use Tesla superchargers..

Apple wants to get into the EV business.. Their smartest move without having to design and research using a lot of money is literally to put in a hostile bid to buy Tesla outright.. The tech and infustructure is already in place..
 

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Hybrids will be the more focal point of cars right now vs. EV's, as two problems with EV's right now are; trying to put out a battery fire is harder than a normal one, and they are considerably heavier, and have been causing parking ramp failures because of the increased load.

That being said Automakers will be phasing out full-petrol cars in the future and focus more on EVs, as they will become more efficient and cheaper for sure, this is just their beginning stages when its more 'In the Future' and not ready for the Now unless your rich.

In time as well, I am sure gas stations will die off or become pit-stops for long-haul travel; replacing gas pumps for charging stations, but that's like decades ahead but will become the norm when EV's take over more of the market.
 

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Biden Administration Is Said to Slow Early Stage of Shift to Electric Cars
The change to planned rules was an election-year concession to labor unions and auto executives, according to people familiar with the plan.

Feb. 17, 2024Updated 10:12 a.m. ET
The bright red body of a Ford F-150 Lightning truck suspended a couple of feet over a chassis on an assembly line.
A Ford F-150 Lightning in Dearborn, Mich., in 2022. Electric vehicles generally require fewer workers. Brittany Greeson for The New York Times
Coral Davenport
By Coral Davenport

Coral Davenport has been covering the government’s effort to fight climate change by regulating tailpipe pollution since the first rules in 2009.

Climate Forward There’s an ongoing crisis — and tons of news. Our newsletter keeps you up to date.

In a concession to automakers and labor unions, the Biden administration intends to relax elements of one of its most ambitious strategies to combat climate change, limits on tailpipe emissions that are designed to get Americans to switch from gas-powered cars to electric vehicles, according to three people familiar with the plan.

Instead of essentially requiring automakers to rapidly ramp up sales of electric vehicles over the next few years, the administration would give car manufacturers more time
, with a sharp increase in sales not required until after 2030, these people said. They asked to remain anonymous because the regulation has not been finalized. The administration plans to publish the final rule by early spring.

The change comes as President Biden faces intense crosswinds as he runs for re-election while trying to confront climate change. He is aiming to cut carbon dioxide emissions from gasoline-powered vehicles, which make up the largest single source of greenhouse gases emitted by the United States.

At the same time, Mr. Biden needs cooperation from the auto industry and political support from the unionized auto workers who backed him in 2020 but now worry that an abrupt transition to electric vehicles would cost jobs. Meanwhile, consumer demand has not been what automakers hoped, with potential buyers put off by sticker prices and the relative scarcity of charging stations.

Sensing an opening, former President Donald J. Trump, the Republican front-runner, has seized on electric cars, falsely warning the public that they “don’t work” and telling autoworkers that Mr. Biden’s policies are “lunacy” that he would extinguish on “the first day” of his return to the White House.

Last spring, the Environmental Protection Agency proposed the toughest-ever limits on tailpipe emissions. The rules would be so strict, the only way car makers could comply would be to sell a tremendous number of zero-emissions vehicles in a relatively short time frame.

The E.P.A. designed the proposed regulations so that 67 percent of sales of new cars and light-duty trucks would be all-electric by 2032, up from 7.6 percent in 2023, a radical remaking of the American automobile market.

That remains the goal. But as they finalize the regulations, administration officials are tweaking the plan to slow the pace at which auto manufacturers would need to comply, so that electric vehicle sales would increase more gradually through 2030 but then would have to sharply rise.

The change in pacing is in response to automakers who say that more time is needed to build a national network of charging stations and to bring down the cost of electric vehicles, and to labor unions that want more time to try to unionize new electric car plants that are opening around the country, particularly in the South.


But delaying the most stringent requirements of the rule could come at a cost to the climate, after the hottest year in recorded history.

An Ambitious Initial Plan

Postponing the sharp increase in electric vehicle sales until after 2030 would still eliminate roughly the same amount of auto emissions as the original proposal by 2055, according to E.P.A. models. But it would mean the nation would continue to pump auto emissions into the atmosphere in the short run. Scientists say every year counts in the government’s efforts to prevent the planet from tipping into more deadly and costly climate disasters.

“You’ll have faster warming if U.S. transportation emissions don’t decline before 2030,” said James Glynn, a senior research scholar at the Center on Global Energy Policy at Columbia University.

Scientists have warned that if average global temperatures increase by more than 1.5 degrees Celsius compared with preindustrial levels, humans would struggle to adapt to increasingly violent storms, floods, fires, heat waves and other disruptions

The planet has already warmed by about 1.2 degrees Celsius.

Ali Zaidi, Mr. Biden’s senior climate adviser, declined to discuss the details of the final regulation. But he said in an interview that Mr. Biden’s climate policies, combined with record federal investment in renewable energy, would still help to reach the president’s goal of cutting the country’s greenhouse gas emissions in half by 2030.

“I feel very good about how our policies, including the regulatory actions, are fitting together to boost our ability to hit our 2030 targets and setting us up for the longer term trajectory,” Mr. Zaidi said.

Still, experts say it’s uncertain whether Mr. Biden can meet his twin goals of cutting the country’s greenhouse gas emissions in half by 2030 and eliminating them by 2050, a target that scientists say all nations must achieve to avoid the most catastrophic impacts of climate change.

Wary Unions

Labor support has been a key part of Mr. Biden’s political coalition and his portrayal of himself as a fighter for the middle class.

That backing was threatened last spring, when the Environmental Protection Agency proposed the new limits on tailpipe emissions. Soon after, Shawn Fain, president of the United Auto Workers, wrote that the union was withholding its endorsement of Mr. Biden’s re-election bid over “concerns with the electric vehicle transition.”

The union has been wary of electric vehicles, since they require fewer workers to assemble and many electric vehicle plants are being built in states with few unions.

In public comments it filed regarding the proposed rule, the United Auto Workers pressed the Biden administration to relax the compliance timeline so that it “increases stringency more gradually, and occurs over a greater period of time.” Union leaders repeated that request in discussions with senior White House officials, including Mr. Zaidi, over the past six months. Biden administration officials said the union’s comments had “resonated.”

Last fall, when the union went on strike against Ford, General Motors and Stellantis, in part over fears about the industry’s transition to electric vehicles, Mr. Biden sought to assuage their concerns and became the first president to stand with workers on the picket line.

By early January, the E.P.A. sent a revised version of its auto emissions rule with the longer time frame to the White House. Weeks later, the United Auto Workers endorsed Mr. Biden.

A spokesman for the union declined multiple requests to interview Mr. Fain.

After the endorsement, Mr. Trump called Mr. Fain a “dope” on Truth Social, his social media site. “He bought into Biden’s ‘vision’ of all Electric Vehicles, which require far fewer workers to make each car but, more important, are not wanted in large numbers by the consumer, and will ALL be made in China,” Mr. Trump wrote.

Barry Rabe, a professor of public policy at the University of Michigan, noted the way Mr. Trump has focused on the anxiety over electric vehicles that pervades that auto-making state, one of a handful of swing states where the election is likely to be decided.

“Trump has been very effective previously at using wedge issues,” Mr. Rabe said. “Whenever he comes to the state, this comes up. And this is not abstract in Michigan, it’s a real question. ‘What plant am I going to be working in?’”

Worried Automakers

Although a record 1.2 million electric vehicles were sold in the United States last year, growth is slowing, even as the new regulations would require a nearly tenfold increase in such sales within just eight years.

While buyers of new electric vehicles are eligible for up to $7,500 in federal tax credits, only 18 models are currently eligible for that full credit, down from about two dozen last year. One of those eligible models, the Ford F-150 Lightning, an all-electric pickup truck that once had a waiting list of 200,000, last year saw sales of 24,000, far short of the 150,000 sales projected by Ford.

And while construction of E.V. chargers is expanding, nearly doubling from about 87,000 in 2019 to more than 172,000 last year, analysts project that the nation will need more than two million chargers by 2030 to support the growth in electric vehicles envisioned by the proposed rules.


All that worries auto companies, which have invested about $146 billion over the past three years in researching and developing electric vehicles, according to the Center for Automotive Research, a nonprofit organization in Ann Arbor, Mich. Auto companies would face billions of dollars per year in fines if the emissions associated with their auto sales exceed the limits set by the new regulations.

The Alliance for Automotive Innovation, which represents 42 car companies that produce about 97 percent of the new vehicles sold in the United States, asked the administration for the same slowdown sought by the United Auto Workers.

“Pace matters,” said John Bozzella, president of the alliance, in an interview. “Give the market and supply chains a chance to catch up, maintain a customer’s ability to choose, let more public charging come online.”

Analysts say the current lag in electric vehicle sales is to be expected, as the market for early adopters — typically wealthier, coastal residents who have bought an E.V. as a second car — is saturated.

“It may be some time before the larger middle class, middle-of-the-country market is ready to embrace buying plug-in cars,” said K. Venkatesh Prasad, the senior vice president of research at the Center for Automotive Research.

It could be easier to sell many more electric vehicles after 2030, Mr. Prasad said.

“There is new technology coming in, prices changing, consumer behavior changing,” he said. “If you’re running one of these businesses and you get some extra time, you would use every second. You can do things that allow you to better source components, test out new technologies, battery technology will get cheaper and allow people to drive longer distances, there is more investment in charging infrastructure, and in the minds of consumers you could start to see more acceptance of this.”

Some analysts said the trade-off, relaxing the rules to give auto companies and workers what they want, could be worth it if it helps Mr. Biden win the election, since Mr. Trump has made clear that if he wins, he plans to roll back the rules entirely.

David Victor, co-director of the Deep Decarbonization Initiative at the University of California San Diego, said, “You have more emissions for a few years but you raise the odds that the rule will stick.”
 

Schadenfreude

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Toyota was the smartest adult in the room.. again. :sas1::sas2:

The Japanese tend to be conservative when designing/creating new models & tech; their culture has always been with the mindset of, they don't want to inconvenience people with subpar products. Tesla owners have been chirping at Toyota hybrid owners saying that the technology is a waste, that they should just buy an EV instead, etc.

Toyota is just now building a battery plant for electric cars in the US, might they have developed some battery tech that's ground breaking, cost effective and reliable? :sas2: The Japanese NEVER do anything unintentionally. If I were Tesla, I might be a little bit concerned.
 
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BigMoneyGrip

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Toyota was the smartest adult in the room.. again. :sas1::sas2:

The Japanese tend to be conservative when designing/creating new models & tech; their culture has always been with the mindset of, they don't want to inconvenience people with subpar products. Tesla owners have been chirping at Toyota hybrid owners saying that the technology is a waste, that they should just buy an EV instead, etc.

Toyota is just now building a battery plant for electric cars in the US, might they have developed some battery tech that's ground breaking, cost effective and reliable? :sas2: The Japanese NEVER do anything unintentionally. If I were Tesla, I might be a little bit concerned.

Tesla saving grace is their charging infrastructure
 
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