By Mayank Kumar
Consumers’ demand is losing out on electric vehicles (EVs), leading to yet broader discounts
for the automakers, one of the biggest year-end offers in industry history. Firms are
reducing prices: This is the way a company reduces excess inventory and entices hesitant
customers and signs of better sales data to close out the year as competition continues to
ramp up. And makers across every section from compact EVs to luxe electric SUVs have
dropped prices through cash offers, exchange bonuses and extended warranty programmes.
Industry executives say the promotions follow pressure from slow adoption in the second
half of the year, even as the EV market was once expected to accelerate growth. Companies
are also trying to ease anxiety among first-time buyers about battery life, charging
infrastructure and full ownership costs. Dealers say many of the potential customers simply
aren’t buying because of economic uncertainty and that is forcing car companies to turn to
aggressive discounting to get the business.
The electric vehicle market isn’t expanding at the pace it once did in other years, analysts concede. The arrival of new entrants and the increasing model variety have stiffened the battle, and pricing benefits have become a requirement for getting noticed in the crowded market. An ebb in the year is also due to
the urge to achieve internal sales goals. Nearing that time frame will bring more buyers into
its door, retailers are now struggling to stay competitive.
Some manufacturers are attempting to offload 2024 stock before new models are offered in early next year. Some other automakers said discounts would not take hold into 2026, allowing December to be
the “best window” for EV buyers. Heavy discounts, analysts say, are taking a toll on an
industry that is stuck between ambitions and consumers, even as India looks ahead to a
more electrified future.