Sales of new vehicles are rebounding in the United States, but the road ahead is not easy for some manufacturers, particularly in the electric vehicle segment.
New car sales in the United States continued to grow last year. However, the dynamics of electric vehicles remain mixed and even worrying, and the government policies of the Trump administration could shake up the automobile market.
Almost back to normal
The year 2024 marks a gradual rise in automobile sales in the United States, a sign of recovery after the disruptions caused by Covid-19. The figures are clear: according to Wards Intelligence, new vehicle sales reached 15.9 million unitsan increase of 2.2% compared to 2023. This figure, the highest since 2019, reflects a recovery expected by manufacturers, who see in 2025 a continuation of this dynamic.
However, the market reality is more nuanced. Behind this growth lie significant adjustments, notably a growing interest in hybrid vehicles. Manufacturers like Toyota and Ford have seen their sales increase thanks to this technology, a choice that has proven to be wise in a context where demand for electric vehicles is still fluctuating.
Toyota, for example, recorded a 3.7% sales increase thanks to models like the Camry and the RAV4, but especially to explosive demand for its hybrids. David Christ, head of sales for Toyota in North America, points out that these models are literally out of stock. Ford is following this same trajectory, with an increase in sales of 4.2% in 2024, mainly thanks to hybrids. With nearly 187,426 hybrids sold compared to 97,865 electric vehicles, the Dearborn manufacturer is clearly banking on this technology as the main engine of its growth. A decision which is paying off in a market still reluctant to fully embrace electric.
Disappointments among certain manufacturers
While hybrids are booming, sales of electric vehicles present a more mixed picture. Although Ford saw a 34.8% increase in electric vehicle salesthese figures are still far from equaling those of hybrids. To stimulate sales, the manufacturer with the blue oval, for example, offers to offer chargers and install them at home to attract potential buyers.
The industry as a whole is showing modest growth in electric vehicle sales, which are expected to approach 1.3 million units, or about 8% of new sales, compared to 7.6% in 2023. This slow move towards electric shows that customers are still hesitant. And to make matters worse, the Trump administration could eliminate purchasing aid, which risks further slowing down the adoption of this technology.
While Toyota and Ford are showing strong performance, other big names like Stellantis and Tesla are struggling. Stellantis saw its sales fall by 15%hit by a decline in popularity of its flagship Ram, Jeep and Dodge brands. The exit of Carlos Tavares, former CEO, testifies to a pricing strategy which has not borne fruit, leaving the Franco-Italian manufacturer in search of new benchmarks. Tesla, for its part, is experiencing a year of decline, with a rare drop in its annual deliveries. The manufacturer’s range of electric vehicles is showing signs of running out of steam, particularly in the Chinese market, crucial for its development.
Source: www.autoplus.fr
