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2019 Hyundai Kona EV charging

Interest in electric vehicle ownership continues to grow, but prospective buyers want prices to drop before they commit to buying one.

While EVs have been in the news a lot lately, consumer concerns about the cost of an initial purchase are a real thing.

Those worries came to light as part of a survey by OC&C Strategy Consultants, Reuters reported. Consumers around the world are much more interested in purchasing EVs than ever before, the study showed, but remain wary about the price of battery-powered cars, which are generally more expensive than their internal combustion engine counterparts.

The report shows that more than half of potential new-car buyers in Italy and France are interested in purchasing an EV. Numbers in the U.K. and the U.S. are even higher — 81% and 61%, respectively.

This problem is nothing new. U.S. News & World Report reported last year EVs are frequently more expensive up front than comparable gas-powered vehicles. “Sticker shock” can turn shoppers away from EVs, especially since initial prices are more widely considered than the overall cost to own.

But concerns about initial cost remain a barrier.

ChargePoint charging outlet

Automakers are preparing an overwhelming number of electric vehicles for U.S. consumers.

Of the consumers likely to buy an EV, 69% said they would not pay more than a $500 premium compared to a gasoline-powered car — an unlikely scenario without government subsidies.

Countries with purchase incentives have seen a faster uptick in EV sales and European countries have introduced several generous incentives.

Help might be on the way in the U.S.

President Joe Biden recently unveiled a $2.3 trillion infrastructure plan for the country. Included is a proposed $174 billion to promote U.S. EV manufacturing, sales and the development of infrastructure.

Part of the sales promotion part is to give EV buyers “point of sale” rebates and tax incentives to buy American-made EVs. This reflects the reality that consumers are still worrying about purchase costs.

And OEMs are also aware of the cost problem. One solution is to reduce the cost of EVs, and some are moving in that direction. GM spokesman Phil Lienert said that GM sees a lot of promising technological improvements that will really help reduce EV costs to the consumer.

GM showed of its third-generation global electric vehicle platform with its Ultium battery technology.

“Our third-generation EVs will use the Ultium platform,” Lienert said. “This is about 40% less expensive than the Bolt EV platform. We are working to get that number closer to 60% less expensive.”

And as production of EVs ramp up, economies of scale kick in, further reducing EV prices. But despite the dropping costs of batteries and EVs, it is believed that consumers still need incentives to buy more expensive electric cars.

To help with that, Biden plans to extend the current $7,500 federal tax credit, an amount that diminishes for vehicles built by automakers including Tesla and General Motors that already have sold more than 200,000 electric vehicles. Biden could eliminate that 200,000 ceiling as well as enhance incentives for EV buyers in disadvantaged communities.

Incentives matter

“EV buyers love their cars, even there are challenges along the way,” said Joel Levin, executive director of Plug In America, an EV owners advocacy group in February.

2021 Tesla Model Y blue

Already the top seller of EVs in the world, Tesla would definitely benefit from the reinstatement of the $7,500 tax credit for buying a battery-powered car.

The phase out of federal tax credits, said Levin. Both Tesla and General Motors no longer can offer the $7,500 incentives after hitting a Congressionally mandated sales threshold. Nissan and Ford are approaching the phase-out point, as well.

“It certainly hurts the market, especially for those who want to buy American,” said Levin.

While the upfront cost of purchasing an EV might be higher than an ICE car, there are other cost factors to consider.

Throughout a vehicle’s lifetime, the cost maintaining the typical vehicle powered by an internal combustion engine will add up to around 6.1 cents per mile, according to research by Consumer Reports. By comparison, BEV owners can expect to spend about 3.1 cents per mile. Surprisingly, the study found that maintaining a plug-in hybrid, such as the Toyota Prius Prime, can be even slightly less expensive, at 3 cents per mile.

“Electric vehicle owners don’t need a coupon to get half-off typical maintenance and repair costs from their dealer, it comes standard,” said Senior Transportation Policy Analyst Chris Harto, author of the study which is based on real-world data from Consumer Reports. “These savings are going a long way to offset the upfront costs for consumers.”

2021 Ford Mustang Mach-E front driving

The 2021 Ford Mustang Mach-E Premium is part of the wave of new EVs coming available.

Sell the concept, not individual concerns

GM spokesman Stuart Fowle said the company’s goal is to reach beyond early adaptors and tech nerds. To do that GM plans to launch 30 new EV models by 2025.

“I have two children,” Fowle said. “I need a car bigger than a Bolt but I don’t need one as big as a Hummer. Once you get a line-up that matches consumer needs, you can sell EVs.”

But selling EVs is not about going line by line and saying they are cheaper in the long run or easier to maintain or improving range, Fowle said. It’s about getting the public comfortable with the tech.

As more consumers see friends and neighbors drive EVs, a tipping point will be reached where people will feel left out if they don’t buy an EV.

“That day is coming sooner than many people think,” Fowle said.


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Japanese Prime Minister Yoshihide Suga supports the move to ban the sale of non-electric new vehicles staring in 2035.

Despite strong pushback from the country’s largest automaker, Japan has announced plans to halt the sale of vehicles relying solely on internal combustion engines after 2035.

The move means the Asian nation will join a growing list of countries planning to phase out vehicles powered by gas or diesel, including both the United Kingdom and Norway. A number of other countries, including France and Germany, are considering similar bans.

Vehicles with internal combustion engines won’t be banned entirely. Automakers will still be able to market hybrids in Japan, regulators ruled. Even so, the plan released on Christmas Day was a significant victory for Japanese environmentalists considering it was strongly opposed by key industry leaders, including Toyota President Akio Toyoda who warned earlier this month that a broad shift to electric vehicles could cause the auto industry’s traditional business model “to collapse.”

(Toyota boss Akio Toyoda remains EV skeptic.)

Akio Toyoda, Toyota’s top officer, is against the ban.

As the head of Japan’s largest and most powerful company – and in his role as the head of the Japan Automobile Manufacturers Association – Toyoda hoped to convince regulators to back off on the proposed ban. But it had widespread backing from other quarters, including Japan’s new Prime Minister Yoshihide Suga.

In October, shortly after assuming his post, Suga had pledged to cut Japan’s carbon dioxide emissions to net zero by 2050 while indicating he supported a shift to battery-powered vehicles.

Global sales of electrified vehicles remain modest, running in single digits in all but a handful of markets, even when including hybrids, PHEVs and fuel-cell vehicles, as well as pure battery-electric vehicles. But demand is expected to increase sharply as key obstacles, such as range, cost and public charging, are addressed. It also will help that scores of new BEVs are scheduled to go into production in the coming years, proponents say.

While Japanese automakers were pioneers with their early push to bring hybrids to market, “Japan is very far behind” in terms of developing more advanced products relying solely on battery power, Masayoshi Arai, an official with the country’s

Nissan is one of a few Japanese automakers dedicating resources to a move to EVs.

Ministry of Economy, Trade and Industry, said last week.

Toyota only recently introduced a BEV model in Europe, though it has announced plans to add two more – one through the flagship Toyota division, a second under the Lexus badge. It also this month revealed an all-electric microcar targeting the Japanese home market. Only the Nissan and Mitsubishi brands, among Japanese automakers, have committed significant resources to the development of pure battery-electric vehicles and, even then, they have fallen behind key foreign rivals in terms of bringing new products to market.

(Toyota hopes to boost interest in hydrogen tech with second-generation Mirai.)

Toyota officials have, throughout the years, pointed to numerous concerns about BEVs, including their cost, limited range and other obstacles to widespread consumer acceptance. For his part, company chief Toyoda said this month that he feared a switch to all-electric models would seriously disrupt the classic automotive industry business model. He also raised questions about whether Japan’s electric grid could supply the needed energy — and, if it did add the generating capacity, he warned, that could actually increase the country’s reliance on fossil fuels.

With the debut of the 2021 Mirai fuel-cell vehicle, Toyota’s hoping to spur interest in the tech again.

For his part, Japan’s new prime minister is downplaying such concerns and said that efforts to address greenhouse gas production “should be tackled as a strategy for growth, not as a limitation on growth.”

Downplaying the need for new coal or natural gas plants, the plan released by the Japanese government would add up to 45 gigawatts of new offshore wind generating capacity by 2040.

With the Christmas Day announcement, Japan becomes the second member of the Group of Seven, or G7, to lay out specific plans to ban non-electrified vehicles.

The UK originally had planned to do so by 2040 but now has pushed that target date up to 2030. Like Japan, its ban will continue to permit the sale of hybrids – but only through 2035, at which point only pure, zero-emissions vehicles will be able to be sold in Great Britain. That will include both BEVs and hydrogen fuel-cell vehicles.

Despite its reticence about EVs, Toyota rolled out a new battery-electric car Dec. 25: the C+pod.

A handful of other countries, including Norway, have also laid out ZEV transition plans. So have some states and regions – including California and the Canadian province of British Columbia. A number of cities, such as London, Paris, Berlin and Mexico City, plan to bar vehicles not running in zero-emissions mode, meanwhile. China, meanwhile, has laid out plans to have “New Energy Vehicles,” plug-based models, reach 20% of the market by 2025. It is considering a total ban at a later date.

(Britain to ban sale of all new gas and diesel cars by 2030.)

With most of the country’s automakers reluctant to bring plug-based models to market, demand has grown far more slowly than in many other major regions. The Ministry of Economy, Industry and Trade noted that consumers purchased only 6,000 PHEVs and BEVs during the third quarter of 2020. By comparison, demand tripled in Europe to 270,000 – all-electric models accounting for roughly three-quarters of Norwegian sales. China, meanwhile, is expected to again top 1 million plug-based models for all of 2020.

Former Michigan Governor Jennifer Granholm is reportedly Biden’s choice to head the Department of Energy.

President-elect Joe Biden is apparently prepared to nominate former Michigan Governor Jennifer Granholm to lead the U.S. Department of Energy, giving the domestic auto industry an influential ally in the new administration’s inner circles.

Granholm’s selection, which hasn’t been announced formally, was kept well below the radar. However, Biden worked with Granholm on the critical effort to rescue General Motors and Chrysler Corp. during the early days of the Obama administration in 2009 when she was in her last term as Michigan’s governor.

As Michigan’s governor, Granholm was a forceful champion of the domestic auto industry and pushed hard to bailout Chrysler at a time when some of Obama’s Wall Street-oriented advisers and others were recommending the company be allowed to fail and its remnants absorbed by other automakers.

(As Biden’s new Transportation chief, “Mayor Pete” will face massive list of automotive challenges.)

Granholm’s advocacy earned her the thanks of the United Auto Workers and her proven track record with union should help bolster the Biden administration’s credibility with blue-collar workers, particularly in the Midwest.

General Motors Chairman and CEO Ed Whitacre (left to right), Michigan Governor Jennifer Granholm, U.S. Energy Secretary Steven Chu and Wayne County Executive Robert Ficano look on as the first Chevrolet Volt battery comes off the line at the GM Brownstown Battery plant in Brownstown Township, Michigan Thursday, January 7, 2010. The facility is the first lithium ion battery pack manufacturing plant in the U.S. operated by a major automaker. X10SN_SN013 (Photo by Steve Fecht for General Motors) (01/07/2010)

Then-General Motors Chairman and CEO Ed Whitacre left, Granholm, and former U.S. Energy Secretary Steven Chu at a GM battery plant .

At the same time, she also prodded Detroit’s automakers to adopt new technology.

In addition, Granholm has long been a champion of alternative energy, pushing Michigan’s utilities to develop wind and solar power despite opposition from state Republicans, the Michigan Chamber of Commerce and other business leaders, who complained incessantly that the state’s cold, cloudy weather made it impossible to use wind or solar power.

Now Michigan’s two major electric utilities, Consumers Power and Detroit Edison, are in the process of phasing out coal-fired plants.

Granholm’s commitment to alternative energy dovetails neatly with Biden’s own commitment to develop new sources of energy that could gradually wean the U.S. from its dependence on the oil — a commitment Biden defended during his final debate with President Donald Trump before the election.

Under Trump, the DOE had been run by former Texas Governor Richard Perry, who was heavily influenced by oil and gas interests.

(Barra, Gamble meet with President-elect Biden.)

According to Politico, the lion’s share of DOE’s budget is revolving around nuclear power and nuclear weapons.

Granholm, left, with the-auto recovery czar Ed Mongomery, argued to save Chrysler Corp.

However, it also oversees a network of 17 national laboratories that act as a key resource for the development of new technology and have worked closely with automakers on batteries and electric propulsion and other inventions for use in manufacturing.

Carla Bailo, CEO for the Center for Automotive Transportation in Ann Arbor, Michigan, said during a webinar sponsored by the Alliance for Automotive Innovation it is important that the technology necessary for building and operating electric vehicles be developed in the United States and not drift offshore to China and Europe, which are making major investments in electric vehicles.

While the Trump administration has made a trade a central part of its China policy, the incoming Biden administration is very aware that the U.S. is in a race for new technology with the Peoples Republic of China, according to Chris Krueger, managing director of the Cowen Washington Research Group.

Getting more consumers to use battery electric vehicles will also require a substantial effort to educate consumers about the noted, Michelle Krebs, executive analyst with Autotrader. Up until now, consumers have been reluctant to let go of traditional vehicles, she noted.

Granholm was first elected Attorney General of Michigan in 1998 and served one term before capturing the Democratic nomination for governor in 2002. She was re-elected in 2006, defeating Richard DeVos, the husband of Trump’s Secretary of Education, Betsy DeVos.

(Unions helped Biden in 2020 election.)

Since then she has been a law professor at the University of California-Berkeley and a political commentator on CNN.