U.S. electric vehicle sales posted a rare decline in April, falling by roughly 5% even as the broader auto market grew by double digits, according to new data from Motor Intelligence.
The drop — only the third monthly decline in EV sales since 2021 — was felt across nearly all major brands, according to Motor Intelligence data obtained by The Wall Street Journal.
Tesla, which historically accounts for around half of EV sales in the country, saw its U.S. sales sink nearly 13% last month, the outlet reported. Sales of Rivian’s flagship electric pickup and SUV were slashed in half, prompting the company to lower its 2025 forecast by 5,000 units. Other manufacturers, including Ford, Hyundai and Kia, also posted losses. (RELATED: ‘Must Get It Done’: GOP Senators Vow To Halt Attempt To Take California EV Mandate Nationwide)
“The challenge is consumers are more price-sensitive than they typically have been and are looking for lower-price alternatives,” RJ Scaringe, CEO of Rivian, said in an earnings call Tuesday, according to Investing.com.
LAGUNA BEACH, CALIFORNIA – APRIL 19: The Tokens perform before the Screening of American Humane Society’s Documentary “Escape from Extinction: Rewilding” at Rivian Laguna on April 19, 2025 in Laguna Beach, California. (Photo by Joe Scarnici/Getty Images for American Humane Society)
The sudden halt to the EV boom throws cold water on years of bullish industry forecasts and government-backed electrification targets. Carmakers had leaned heavily on subsidies, tax credits and promotional discounts to buoy sales — tools they’ve now largely withdrawn, according to the outlet. Meanwhile, price-sensitive consumers appear to be hitting their limit. Rivian’s CEO warned buyers are “looking for lower-price alternatives” as inflation, interest rates and real-word charging frustrations take their toll.
While the Biden administration invested billions to promote EV manufacturing, the pivot under President Donald Trump has seen incentives pared back and foreign manufacturing penalized, particularly vehicles or parts sourced from China. (RELATED: ‘Truly A Moron’: Elon Musk Puts Key Trump Official On Blast After He Goes After Tesla)
In contrast, sales of traditional gas-powered vehicles rose 10% in April, the outlet reported. Dealers reported growing inventories of unsold EVs, reflecting slower consumer uptake following years of high demand. Mickey Anderson, who runs the Baxter Auto Group dealership chain in Nebraska, Kansas and Colorado, said past EV demand was artificially inflated by discounts.
“I think the natural demand is probably half that,” he told the Journal.