Sign In or Create an Account.

By continuing, you agree to the Terms of Service and acknowledge our Privacy Policy

Electric Vehicles

Electric Cars Are Doomed to Be Fancy

Without the federal tax credit and until battery prices come down, automakers will have to argue that pricey EVs are worth it.

A fancy EV.
Heatmap Illustration/Getty Images, Hyundai

America’s federal tax credit for buying an electric car was supposed to be the great equalizer, an incentive meant to solve for the fact that EVs have long been more expensive than the polluting fossil fuel vehicles they must replace.

That tax credit is now dead. Thanks to the Republican budget reconciliation bill pushed through Congress this summer, the incentive will die after September 30 of this year.

Its demise comes at a particularly inopportune time. For a long time, even a $7,500 benefit wasn’t enough to make many of the best electric cars cost-competitive with their gasoline-powered rivals. Slowly, that had begun to change: More EVs with a starting MSRP in the $30,000 range, such as the base-level Chevy Equinox EV, could compete directly on price with internal combustion once the tax credit (along with any state and local incentives) was taken into consideration.

Without the tax credit, most EVs can’t compete on price alone. Battery production costs are falling, but not fast enough for a new EV in America to cost the same as a comparable gas car. With electricity prices seemingly set to rise, the appeal of never again buying gasoline isn’t as strong. At the same time, the federal government has been trying to add new, nonsensical taxes on EV ownership. Cars.com says the tax credit was a major reason half of EV owners cited for choosing their vehicle, and that it’s driving the decision for about half of curious buyers.

Add it all up and a big group of American shoppers who might have considered buying an EV if the dollars and cents added up probably won’t, at least for now. The mess leaves electric vehicle makers in a precarious position. They must convince American drivers that EVs are simply superior — more capable, more dependable, and more fun. As longtime Rivian executive Jiten Behl told InsideEVs’ Patrick George last week: “Forget they’re electric for a moment. They’re just better cars. And a better product will always win.”

That argument is an existential one for Rivian, which Behl departed last year. Deliveries of its long-awaited R1S SUV started in 2022, and since then the vehicle has become a Range Rover-replacing status symbol in my part of Los Angeles. But after three years, most people with the means and desire to buy a $70,000 to $80,000 EV have done so, yet the company’s more affordable R2 and R3 vehicles remain at least a year away.

Rivian’s solution for the meantime is to push the limit of electric vehicle performance, dollars be damned. This summer, I’ve driven triple-motor Tri Max versions of both the R1S and the R1T pickup trucks. Zooming from a stop, its 800-plus horsepower and instantaneous torque is whiplash-inducing. Put in Conserve mode and the vehicles approach 400 miles of range, enough to obliterate range anxiety. There’s plenty of power for towing and off-roading, plus all the other functionalities that make EVs better than combustion cars: using the vehicle battery to power one’s home or other uses, Dog Mode, or tapping into battery power to pre-condition the cabin on a scorching or frigid day.

Gas vehicles have modes, of course. Over the past decade or two, drivers have gotten used to the way that “sport” or “eco” modes subtly change the character of a car. In a super-EV like the Rivian, having so much capability at your fingertip feels like the EV could become a totally different car at the push of a button. For the Tri Max models, this level of muscular competence costs north of $100,000. But such prowess speaks to someone out there. Rivian has been developing the more-ultimate-than-ultimate electric vehicle, a quad-motor version with horsepower in the four digits, for those in the “money is no object” tax bracket who’ve been convinced that electric is better (or at least that electric is the future, and they want to own it).

A more telling case will be next year’s arrival of the R2, a two-row electric SUV meant to cost in the neighborhood of $45,000. Without the tax credit, prospective buyers can’t tell themselves that it’s really in the $30,000s. On price, then, it’s competing with BMW SUVs, not Chevys.

This is nothing new for the EV market. Selling electrics as luxury cars with a high price tag helps to mask the cost of the battery, and it brings in more revenue for a startup company like Rivian that desperately needs it. Tesla sold a lot of cars this way even though its refinements, build quality, and creature comforts weren’t quite up to par compared to a Mercedes-Benz or a BMW. Part of the luxury people paid for was the feeling of owning the cool new thing, at least back before Tesla’s brand was tainted.

It’s a bit trickier for legacy car companies, who are struggling to navigate shifting attitudes and incentives in America and to compete against cheap, Chinese-made EVs abroad. Take the Hyundai Ioniq 9 that arrived this summer. Hyundai and Kia are the farthest along of the traditional brands in selling great EVs to Americans, and the Ioniq 9 may be the best electric offering for families that need a three-row vehicle to accommodate their tribe. Thanks in part to the hulking 110-kilowatt hour battery needed for this boat to have 300 miles of EPA-rated range, however, the Ioniq 9 starts at $59,000 — more than $20,000 higher than Hyundai’s similarly sized, gas-powered Palisade.

Even a $7,500 benefit wouldn’t bridge such a divide between electric and gas. So, Hyundai bet all along that, incentives or not, buyers would find the Ioniq 9 to be the premium product that it proved to be during my road trip test drive in one this past weekend. Where the Palisade comes with 291 horsepower from its gas engine, Ioniq 9’s 422 electric horsepower allowed the big vehicle to accelerate effortlessly onto the highway and zoom up the Grapevine mountain pass that leads into Los Angeles, dusting plenty of combustion-powered cars huffing and puffing to get uphill. It is remarkably spacious and startlingly quiet, even when putting out lots of power.

My top-of-the-line Ioniq 9 had numerous tech features meant to make it feel special, like the enormous curved touchscreen that spanned from dashboard to center console and the heads-up display — specs that feel futuristic and attempt to justify the extra cost. But let’s be real. For anyone who’d choose a $60,000 EV over the same company’s $40,000 gas-guzzling SUV, it comes down to the simple, everyday advantages of an electric car: Your home is your gas station and you begin every day with a full tank. You’re sitting on a big battery full of electricity that can be used for more than driving, whether that’s backing up your home appliances during a blackout or just air-conditioning your dog while you run into the drugstore. No oil changes. No belts, sparks plugs, or antifreeze to worry about. No tailpipe emissions poisoning your city’s air or filling your garage with carbon monoxide. Immediate power at your feet. And, of course, the possibility of one day running the family car entirely on clean energy.

None of those reasons will change the financial calculation and make the EV less expensive in the long run. For now, the argument for EVs is that you get what you pay for. When more Americans experience a premium EV, that might be enough to convince them that electric is worth the extra cash, tax credit or not.

Blue

You’re out of free articles.

Subscribe to access Heatmap’s expert analysis of energy, climate change, and sustainability, including coverage of our regular survey research. Save $57 on an annual subscription, just $156 $99/year.
To continue reading
Create a free account or sign in to unlock more free articles.
or
Please enter an email address
By continuing, you agree to the Terms of Service and acknowledge our Privacy Policy
Climate Tech

Perovskite Solar Is Having Another Moment

The industry has gotten excited before, to no avail. Will it stick this time?

Perovskite solar.
Heatmap Illustration/Getty Images

Over a decade ago, when the global price of silicon-based photovoltaic modules was roughly five times what it is today, the solar industry and media were already hyping up the next big thing: perovskites, a class of materials defined by their specific cube-like crystal structure. The technology promised to boost photovoltaic efficiency while driving down costs, and the industry was atwitter.

All the cool solar-cell scientists are working on perovskites photovoltaics,” IEEE Spectrum proclaimed in a 2014 article. In the same piece, Oxford Photovoltaics predicted that it would have commercially available cells within four years. The Wall Street Journal profiled the tech that same year, and in 2015, The Guardian declared that perovskites could be “game changing.” The excitement centered around the potential for higher output at lower costs: Perovskite cells were seeing rapid efficiency gains, could be made from cheap materials, and were remarkably thin and lightweight. When the question of durability came up, it was often as an afterthought. But that has turned out to be the technology’s biggest obstacle.

Keep reading...Show less
Blue
AM Briefing

The Worst Labor Day Deal

On Duane Arnold, Germany’s far-right win, and Israel’s Falklands play

Gas prices.
Heatmap Illustration/Getty Images

Current conditions: After decades without a major storm, Hawaii is set to be brushed by its second hurricane this season as Hurricane Lowell comes within 100 miles of the state’s western islands • Typhoon Krovanh is stalling over Okinawa, Japan, and weakening back into a tropical depression • Eastward in the Pacific, Hurricane Marie battered Southern California with 10-foot waves.


THE TOP FIVE

1. Oil prices surge near $100 per barrel as Labor Day gas prices soar

On Labor Day, I took a long drive through southern New England and filled the tank of my typically very efficient Honda Accord. The price at the pump made me grateful for work. Gas prices hit a record high for America’s end-of-summer holiday, reaching an average of $4.14, according to the AAA motor club. The national average has never been above $4 for Labor Day weekend, and the new figure easily bested the previous peak of $3.82, set on September 3, 2012. I was too irritated to write down the exact price I paid on Interstate 95 in Connecticut, but it was somewhere closer to $4.30.

Keep reading...Show less
Blue
Q&A

How Building Transmission Could Lower Electricity Costs

Talking with National Grid’s Matthew Satterwhite about his new report with S&P Global.

The Q&A subject.
Heatmap Illustration

This week’s conversation is with Matthew Satterwhite, head of U.S. policy for National Grid. This week National Grid released a report in collaboration with S&P Global I found noteworthy amidst the data center backlash, asserting that building new transmission lines can potentially reduce consumer costs. I reached out asking if we could chat about how this argument leans into the fight over hyperscale infrastructure. I found our conversation illuminating and educational.

The following Q&A was lightly edited for clarity.

Keep reading...Show less
Yellow