Car salespeople, like all salespeople, love to project a sense of urgency. You know the familiar seasonal rhythm of the TV commercial: Toyotathon is on now — but hurry in, because these deals won’t last. The end of the discount is, of course, an arbitrary deadline invented to juice that month’s sales figures; there’ll be another sale soon.
But in the electric vehicle market there’s about to be a fire sale, and this time it really is a race against the clock.
Federal incentives for EVs and EV equipment were critically endangered the moment Donald Trump won the 2024 presidential election. Now, with the passage of the omnibus budget reconciliation bill on the Fourth of July, they have a hard expiration date. Most importantly, the $7,500 federal tax credit for an EV purchase is dead after September 30. Drivers who might want to go electric and dealerships and car companies eager to unload EVs are suddenly in a furor to get deals done before the calendar turns to October.
The impending end of the tax credit has already become a sales pitch. Tesla, faced with sagging sales numbers thanks in part to Elon Musk’s misadventures in the Trump administration, has been sending a steady slog of emails trying to convince me to replace my just-paid-off Model 3 with another one. The brand didn’t take long to turn the impending EV gloom into a short-term sales opportunity. “Order soon to get your $7,500,” declared an email blast sent just days after Trump signed the bill.
On Reddit, the general manager of a Mississippi dealership posted to the community devoted to the Ioniq 9, Hyundai’s new three-row all-electric SUV, to appeal to anyone who might be interested in one of the three models that just appeared on their lot. It’s an unusual strategy, a local dealer seeking out a nationwide group of enthusiasts just to move a trio of vehicles. But it’s not hard to see the economic writing on the wall.
The Ioniq 9 is a cool and capable vehicle, but one that starts at $59,000 in its most basic form and quickly rises into the $60,000s and $70,000s with fancier versions. Even with the discount, the Ioniq 9 costs far more than many of the more affordable gas-powered three-row crossovers. And now the vehicle has come down with a serious case of unlucky timing, with deliveries beginning this summer just ahead of the incentive’s disappearance. As of October 1, the EV could become an albatross that nobody in suburban Memphis wants to drive off the lot.
Over the past year, Ford has offered the Ford Power Promise, an excellent deal that throws in a free home charger plus the cost of installation to anyone who buys a new EV. That deal was supposed to expire this summer. But the Detroit giant has extended its offer until — surprise — Sept. 30, in the hopes of enticing a wave of buyers while the getting is good.
This isn’t the first time EV-makers have been through such a deadline crunch. When the $7,500 federal tax credit for EV purchases first started in 2010, the law was written so that the benefit phased out over time once a car company passed a particular sales threshold. By the time I bought my EV in the spring of 2019, for example, Tesla had already sold so many vehicles that its tax credit was halved from $7,500 to $3,750. We had to rush to take delivery in the last few days of June as the benefit was slated to fall again, to $1,875, on July 1, before it disappeared completely in 2020.
The Inflation Reduction Act passed under President Biden not only reinstated the $7,500 credit but also took away the gradual decline of the benefit; it was supposed to stick around, in full, until 2032. But despite Trump’s on-again, off-again bromance with Elon Musk, the president followed through on his long-term antagonistic rhetoric against EVs by repealing the benefit as part of this month’s disastrous big bill.
Trump, despite his best efforts, won’t kill the EV. The electric horse has simply left the barn — the world has come too far and seen too much of what electrification has to offer to turn back just because the current U.S. president wants it to. But the end of the EV tax credit (until a different regime comes into power, at least) seriously imperils the economic math that allowed EV sales to rise steadily over the past few years.
As a result, now might be the best time for a long time to buy or lease an electric vehicle, with remarkably low lease payments to be found on great EVs like the Hyundai Ioniq 5 and Chevy Equinox. Once the tax breaks are gone, lease deals (which got lots of drivers into EVs without them having to worry about long-term ownership questions) are likely to grow less enticing. EVs that would have been cost-competitive with gasoline counterparts when the tax credits taken into account suddenly aren’t.
Plenty of drivers will continue to choose electric even at a premium price because it’s a better product, sure. But hopes of reaching many more budget-first buyers have taken a serious hit. It could be a dream summer to buy an EV, but we’re all going to wake up when September ends.
