EV prices pull back in July, but price parity remains out of reach

Credit: Tesla

Electric vehicle transaction prices pulled back slightly in July, according to research from Kelley Blue Book, which was released earlier today. However, EV prices remain up nearly 19 percent over the past year, insinuating that electric powertrains and their price parity with other vehicles still remain out of reach.

The KBB study indicated the average cost of a transaction for any new electric vehicle in July was $66,645, down from $68,206 in June. This is a 2.3 percent reduction from June to July. However, July 2022, compared to the same month in 2021, is a completely different story.

Year-over-year, transaction prices have increased 18.8 percent, up from the average transaction price of $56,110 in July 2021.

“The average price for a new electric vehicle – over $66,000, according to Kelley Blue Book estimates – remains well above the industry average and more aligned with luxury prices versus mainstream prices,” the publication said regarding their market analysis.

“The new-vehicle market today is a seller’s market,” KBB Research Manager Rebecca Rydzewski told Teslarati. “Demand remains healthy, and inventories, particularly with fuel-efficient vehicles and EVs, are extremely tight. In these conditions, shoppers can’t expect much price relief.”

Electric Vehicle Price Parity

Since practically the beginning of the mass EV movement, automakers have been trying to figure out ways to make electric cars that are priced at levels comparable to gas vehicles.

Unfortunately, the EV supply chain is not yet mature enough to have affordable models across the board. Automakers rely on suppliers for some car parts, including batteries and battery packs, which make up the bulk of an EV’s cost.

EV prices soared in early 2022 as the metals used in battery cells increased substantially. This put significant pressure on automakers who were sourcing batteries from suppliers, whose profit margins decreased as material costs increased.

Carmakers have shifted their strategies to accommodate the increased prices. Tesla, Rivian, and other automakers shifted to different cell chemistries from vehicles with less range and performance. Meanwhile, car companies have worked to establish long-term mining deals to alleviate the uncertainty of material costs.

Tesla

Tesla’s average transaction cost dropped by 1.8 percent from June to July. However, its costs have increased by 20.5 percent compared to July 2021. This is higher than any other automaker KBB assessed. The next closest was Honda, which has seen an increase of 17 percent over the past year, with a 2.7 percent increase occurring from June to July 2022.

The industry average was 11.9 percent.

Rivian

Rivian did not have an active production model during this time last year. Its average transaction price did increase by 0.4 percent from June to July.

Polestar

Polestar’s prices have decreased from July 2021. The automaker has seen a 5.7 percent decrease in average transaction price since last year. Its change from June to July was only a few dollars.

“Long term, we do believe EV prices will moderate as supply chains improve and more lower-priced models are introduced, Rydzewski added. “Until then, though, we expect EV prices to stay more aligned with luxury-vehicle prices. Recent EV price hikes from Tesla, Ford, and others indicate the market direction. EVs, for the most part, are still costly to source and often feature the latest—expensive!—technology.”

I’d love to hear from you! If you have any comments, concerns, or questions, please email me at joey@teslarati.com. You can also reach me on Twitter @KlenderJoey, or if you have news tips, you can email us at tips@teslarati.com.

Joey Klender: Joey has been a journalist covering electric mobility at TESLARATI since August 2019. In his time at TESLARATI, Joey has broken several big stories, including the first images of the Tesla Model S Plaid, the imminent release of the 4680 Model Y through EPA certification, and several expansions to the Lucid AMP-1 factory in Arizona, to name a few. His stories have been featured in several publications, including Yahoo! Finance, Fox News, CNET, and Seeking Alpha. In his spare time, Joey is playing golf, watching MMA, or cheering on any of his favorite sports teams, including the Baltimore Ravens and Orioles, Miami Heat, Washington Capitals, and Penn State Nittany Lions. You can get in touch with joey at joey@teslarati.com. He is also on Twitter @KlenderJoey.
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