The race to electric cars forgot the customer is king! From Alfa and Ford to Mercedes and Porsche, all the major carmakers pulled back their plans to go full electric in record time | analysis

Believe it or not, there was a time when Tesla was nothing more than an automotive curiosity.

From 2008 to 2012 it produced less than 2500 fairly rudimentary Lotus Elise-based Roadsters. And believe me, despite snappy acceleration, you couldn’t really use it (especially with any enthusiasm) because its range was so limited. Launch into more than a couple of full-blooded acceleration runs and suddenly you’re not getting home. 

But as the first-generation Roadster left the Tesla stage the Model S emerged to change everything. A sleek, vastly more serious, practical and liveable mid-size sedan, it became the ‘must have’ for early electric car adopters in the USA and soon, multiple export markets.

Following the S with the Model X large SUV, smaller Model 3 sedan, Model Y medium SUV and Cybertruck pick-up, Tesla grew into the global phenomenon we know today.

And that expansion, fuelled by a seemingly insatiable, but largely unforeseen appetite for battery-electric vehicles, sent shockwaves through car company boardrooms around the world.

Caught with their research and development pants down, everyone from Ford and GM to Honda and Nissan, BMW and Mercedes-Benz hit the FOMO scramble alarm, terrified they were about to miss a boat that five minutes ago they didn’t even know was at the wharf.

Most of them had dabbled with electric propulsion over time, but suddenly an EV strategy arms race began to build momentum, with bold claims about how quickly individual brands would not only introduce a production EV or two, but become a 100 per cent zero tailpipe emissions maker.

Cue massive investment in design and engineering as jurisdictions from local and regional to national and multi-national (hello, European Union) began to jump onboard and formally squeeze the life out of the internal combustion engine through a combination of carbon emissions and vehicle sales regulations.

Speaking of the EU, it pretty rapidly demanded that EV sales in its member states account for around 80 per cent of new car sales in 2030, and 100 per cent by 2035.

But even outside that group, the Norwegian parliament became the poster child for government incentives, weighting its VAT and purchase tax on new cars dramatically in favour of EVs.

The result, in exceptionally short order, was around 90 per cent of new vehicle sales in Norway consisting of EVs. 

The Chinese sleeping giant began to fall in love with BEV technology and everything was pointing to this seemingly unstoppable, electrically-powered juggernaut gaining world domination.

But then… that fundamental element, consumer demand, began to soften.

The appetite of hungry, cashed-up early adopters had seemingly been satisfied while many in the next wave of ‘EV curious’ and less tech savvy buyers hesitated.

Despite an influx of new brands and models, purchase pricing remains relatively high and charging infrastructure, while much-improved, is still patchy. Even on a fast charger, ‘topping up’ an EV takes a while and over time hybrid has emerged as the preferred stepping stone to full electrification.

Sales of pure-EVs are still predicted to increase in years to come, but the rate of uptake is now significantly slower than first thought.

The UK’s 2030 ‘ICE Ban’ has been shifted back five years and in the USA zero-emission mandates look to be headed for a more ‘gradual’ application and other countries are making similar moves towards regulatory relaxation.

So, which auto brands have publicly noted a course correction. A cynic might say a shift in focus from saving the planet to championing consumer choice!     

Here’s our breakdown of where the key players currently stand on the transition from ICE to BEV. 

Alfa Romeo	Stated its vehicle line-up would be all-electric by 2027. Positioned the Tonale as its last ICE car. Strategy sidelined, at least for the USA. ‘Multi-energy’ the more likely path.
Aston Martin	Said it would debut its first EV in 2023, which moved to 2024 and then 2026. Now claims its first EV will be ready for 2030, as it focuses more on hybrid tech including the plug-in hybrid Valhalla.
Audi	Said it will only introduce new EVs from 2026 (phasing out of ICE by 2033), but Chairman Gernot Döllner recently said, “We have a perfect strategy to be flexible for the next 10 years.”
Bentley	EV-only stance has shifted from 2030 to 2033. Urban EV SUV on track for 2026.
BMW	Chairman Oliver Zipse said the EU 2035 petrol car ban is “unrealistic”, pushing for a more flexible approach to Europe's EV transition. Said more breathing space would make Euro makers less reliant on Chinese battery supply.
BYD	World's biggest seller of pure electric cars in the fourth quarter of 2024. Will add plug-in hybrids for additional growth in Europe.
Cadillac	Committed to EVs only by 2030 but now says “consumer choice” is dictating the line-up. Vice President John Roth said, “We have the best of both worlds right now. We’ll see where it heads here in the future, but we are still committed to offering a full EV portfolio by the end of the decade.”
Chery	Hybrid and PHEV a big focus as well as development of solid state batteries.
Chevrolet	GM said it would offer only electric vehicles by 2035, with Buick and Cadillac EV-only by 2030. Now scaling back EV production and targets.
Deepal	EV and range extender focus in the medium term.
Ferrari	Aims to achieve carbon neutrality by 2030. First EV in October this year.
FIat	Slow sales of the 500e led to a month-long production pause in late 2024. Considering adding a mild-hybrid variant to the range to help boost demand.
Ford	All electric in Europe by 2030 ambition on the shelf. CEO Jim Farley now focused on ‘multi-energy’, especially EREV. New three-row SUVs in North America will now be hybrid, not BEV.
Genesis	Originally EV only from 2025, then electric and hydrogen only by 2030. Hybrids now included in 2025 planning and 2030 deadline scrapped.
GM	Previously stated, “General Motors is committed to putting every driver in an electric vehicle on a scale previously unseen and bringing the world to an all-electric future.” Recently speaking with Fortune, CEO Mary Barra said, “If EV demand lessens, we’d ‘happily’ ramp up gas vehicle production.”
GMC	GMC Hummer EV not setting the world on fire and Australia is about to see the 6.2-litre petrol V8-powered Yukon Denali in market.
GWM Haval	Producing PHEV, BEV and fuel cell as well as ICE and conventional hybrid.
Honda	Stated goal of only selling electrified vehicles by 2040. CEO Toshihiro Mibe said Honda is open to altering its electrification roadmap if demand for pure battery cars continues to wane.
Hyundai	Sticking to target of two million BEV sales by 2030, but will double the number of hybrid models in its line-up by 2028.
Ineos	From original 2026 launchtiming the Fusilier EV has been put on hold indefinitely (2028 at the earliest). INEOS' Sir Jim Ratcliffe says ”EV demand has dried up”.
Jaguar	Investing £15B over five years to electrify an all-new four-model product line-up.
Jeep	Said in 2022 that it would have four all-electric SUVs in North America and Europe by 2025. Recon and Wagoneer S set to join Avenger in Australia in 2026.
Kia	Plans to enhance hybrid offering.
Lamborghini	Has delayed first EV launch from 2028 to 2029.
Land Rover	2021 ‘Reimagine’ plan pointing to an all-electric future with PHEVs as a stepping stone. Currently planning to introduce six pure-electric vehicles over the next five years.
Lexus	Said it will be 100 per cent BEV worldwide by 2035, with a full electric line-up by 2030.
Lotus	Once committed to being an all-electric carmaker by 2028 under its ‘Vision80’ plan. Now exploring range-extender 'Super Hybrids', which aim to “blend high performance with exceptional range”. Speaking to The Wall Street Journal, Lotus CEO Feng Qingfeng recently said, “I believe fuel vehicles still have a long lifecycle”.
Mahindra	Will introduce seven electric vehicles by 2030.
Mazda	Committed to a ‘multi-solution’ strategy with the full production process factored into environmental focus.
McLaren	All-electric supercar coming before the end of the decade.
Mercedes-Benz	Has warned in recent months that goals it set for pure-electric sales in the next decade are too ambitious as customers are reluctant to move away from ICE-powered cars. Development of new large EV SUV postponed. Investing over A$22B in new ICE technology.
MG	No stated aims on EV future. Following a diversified BEV, PHEV, hybrid and ICE strategy.
Mitsubishi	Said its “future pathway towards 2030 is defined by progressive electrification through a blend of powertrains including hybrid, plug-in hybrid and battery electric.”
Mini	Still aiming for pure-electric from 2030.
Nissan	Was to be all-electric in Europe and 40 per cent in the USA by 2030.  "Our mission is to achieve carbon neutrality and zero-emission vehicles by 2050".
Peugeot	Still aiming for electric-only in Europe by 2030.
Polestar	Pure EV focus continues.
Porsche	Stated aim is for 80 per cent of sales to be pure-electric by 2030 but says transition to electric vehicles will take longer than first thought. CEO Oliver Blume believes Porsche is “in a flexible position” in terms of vehicle manufacturing. Said the company is monitoring EV adoption and regulations. Porsche said its “double strategy (ICE and EV development) is more important than ever". ICE power for the currently EV-only Macan is under consideration, with the new-generation 718 in line for an ICE option, too.
Ram	Initial first half of 2025 release for 1500 REV battery-electric ‘light-duty’ pick-up pushed to 2026. Range-extender Ram 1500 ‘Ramcharger’ has taken centre stage.
Renault	Stated aim is to be a 100 per cent electric brand in Europe by 2030 but in mid-2024 Renault CEO Luca De Meo expressed doubts over the timeline for transitioning to electric vehicles, saying the carmaker has to bring down costs.
Rolls-Royce	Plans to only sell EVs from 2030.
Subaru	Subaru's reorganization strategy allows for flexibility in producing EVs, hybrids, and traditional combustion vehicles, adapting to market demand.
Suzuki	Following a diversified BEV, PHEV, hybrid and ICE strategy.
Tesla	Pure EV focus continues.
Toyota	Chairman and former CEO Akio Toyoda has led a diversified powertrain strategy to reach Toyota’s goal of being carbon-neutral by 2050. Has trimmed down BEV ambitions, while prioritising hybrids.
Volkswagen Group	Plans to adjust its EV strategy and expand its plug-in hybrid line-up. Considering closing factories in Germany to cut costs.
Volvo	Stated in 2021 that it would shift to 100 per cent EV by 2030, but now says, “While Volvo Cars will retain its position as an industry leader in electrification, it has decided to adjust its electrification ambitions due to changing market conditions and customer demands.” Now aiming for 90 to 100 per cent of its global sales volume by 2030 to consist of electrified cars, meaning a mix of pure-electric and plug-in hybrid models.
Xpeng	Was pure EV, now introducing EREV models.
Zeekr	Geely-owned brand morphing from BEV-only to hybrid tech for larger vehicles.