(A Look at Western Europe)

By Gary S. Vasilash

Although Western European vehicle buyers have consistently been more bullish on buying electric vehicles, even there things are beginning to shift according to analysis by Schmidt Automotive Research.

According to its “European Electric Car Study,” there were 1.96 million battery electric vehicles sold in the West Europe region in 2023, a 28% year-over-year improvement, which means 16.9% of the total automotive market.

But it could it have better, as there was a 25% decline in December 2023 compared with the final month of 2022, which resulted in a decline for 5% for Q4 ’23 compared with ’22.

One of the reasons for the decline: “various purchase subsidies and lower tax incentives being stripped away.”

Looking ahead into 2024, Schmidt Automotive predicts:

“Auto executives will need to wrap up and buckle up as the market begins to see a chill easterly wind arrive, with discounting expected to be the keyword of the year, accompanied by protectionism to defend against an increasingly aggressive attack from Chinese manufacturers, as states hope to buy some time for key regional employers giving them space to restructure their business and become more competitive in the new e-mobility age.”

So let’s break this down:

1. EV demand fell as consumer subsidies and tax incentives declined
2. Discounting will be the condition this year, which means an advantage for the consumer and bad news for the manufacturers

The Chinese manufacturers are providing inexpensive products. Yes, they happen to be EVs, but would low-cost ICE vehicles be any less appealing?

At some point the “free money” for EVs is no longer going to be available.

Which leads to a question of what the real demand for the vehicles is.

Perhaps not as much as some OEM execs would like to think.