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Competition and regulations shape Europe’s car pricing issue

BEV sales growth depends on affordability, but regulatory pressure and competition from China are hindering European automakers. By Will Girling

The latest sales estimates suggest Europe’s battery electric vehicle (BEV) market has largely either stagnated or declined in 2024. While several factors may account for this, a shift in what consumer demographics are driving growth could be the most significant. EY Mobility’s Global Mobility Consumer Index indicated that early adopters buying premium models have largely been satisfied, meaning mass-market customer needs must now be addressed.

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