July 28, 2024 - 8:00am

A prevailing view is that transitioning away from fossil fuels is inevitable, though not imminent. But as consumers reject new green technologies, even that supposed inevitability is coming into question. Earlier this week it was reported that the German luxury car-maker Porsche is scaling back its ambitious sales targets for electric vehicles due to reduced demand, with the company stating that “the transition to electric vehicles will take longer than we assumed.” The original goal of making battery-only cars 80% of the manufacturer’s sales by 2030 is no longer realistic, and Porsche is joined by Mercedes-Benz after the latter recorded “a 25% drop-off in sales of fully electric cars”.

The retreat from electric vehicles is not limited to Germany. In the United States, General Motors has announced, also this week, that it will delay the development of new EV models and postpone the opening of an electric truck factory, while Ford Motor replaced plans for a factory that was designed to build electric SUVs with plans to build combustion engine pickup trucks. And there are good reasons for this. As the energy writer Robert Bryce has calculated, Ford “sold 23,957 EVs during the quarter, but it lost USD 1.14 billion while doing so. Thus, Ford lost $47,585 for each EV it sold.”

Given the fact that 10 years ago we were told that “by 2025, gasoline engine cars will be unable to compete with electric vehicles”, the numbers provided by Western car-makers are sobering. If anything, American and European electric cars are unable to compete with Chinese ones, as Beijing has put significant efforts into becoming the world’s leading manufacturer of EVs, repeating a model it has already successfully applied in the areas of wind and solar.

But even the Chinese might run into trouble selling their EVs if one looks at changing consumer sentiments. As Gallup reports, “44% of adults in the U.S. say they are either seriously considering or might consider buying an EV in the future. This is down from 55% in 2023. Meanwhile, the amount of people who say they are not considering an EV has increased from 41% to 48%.”

Despite government efforts — and often subsidies or other financial incentives — the EV hype is not really taking off among the broader public, and as subsidies are cut and tariffs imposed on Chinese models, this will not change anytime soon.

Human beings are incredibly creative at finding ways to use available energy. This is why the past has seen energy “additions” — the continued use of existing energy sources plus new ones such as renewables — but only a limited number of “transitions” replacing older sources of energy with new ones. The closest to this phenomenon might be the replacement of coal with gas and nuclear.

This lesson is currently being learnt the hard way by the electric-vehicle industry and all green technology manufacturers which rely on private consumers and not government subsidies for their profit margins. This does not mean, of course, that electric cars will disappear. But like any other innovation in the energy sector, they will be an addition to, not a replacement of, cars with combustion engines. EVs were once seen as the final nail in the coffin of the internal combustion engine — how naive that idea seems now.


Ralph Schoellhammer is assistant professor of International Relations at Webster University, Vienna.

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