In the ever-evolving world of electric vehicles (EVs), the landscape for non-Tesla original equipment manufacturers (OEMs) in the U.S. market has been challenging. Despite record sales in the first three quarters of 2025, the market remains a minefield for companies like General Motors, Ford, and Stellantis.
During the height of the buying frenzy last year, U.S. consumers purchased 90 different EV models, but only nine of them sold more than 10,000 units. This low volume of sales poses a significant challenge for OEMs, as most EVs sell at a rate of less than 2,000 units per month. With low volume being the enemy of profitability in the automotive manufacturing business, EVs continue to be a distant dream for many automakers.
General Motors, Ford, and Stellantis have all taken different approaches to address the gap between current demand and future expectations in the EV market. Ford, in particular, has been proactive in reevaluating its strategy by shifting focus towards building a fleet of EVs priced under $30,000. The company aims to make EVs more cost-effective by leveraging its Skunk Works innovation division to develop new platforms.
Ford’s CEO, Jim Farley, has outlined a bold plan for the company’s future, with 90% of its global nameplates offering electrified powertrains by the end of the decade. The transformation includes reimagining EV battery technology to reduce costs and make EVs profitable by 2029.
On the other hand, General Motors is focused on improving EV profitability in the present, as seen in CFO Paul Jacobson’s remarks during the company’s recent earnings call. Despite facing significant EV-related losses, GM is working towards rightsizing its EV capacity and running at lower wholesale volumes to mitigate losses.
Stellantis, on the other hand, faced its first-ever annual loss in 2025 due to substantial write-downs from EV-related losses. The company’s new CEO, Antonio Filosa, is navigating multiple transitions within the company while also addressing the challenges in the EV market. Stellantis revealed a new Intelligent Battery Integrated System (IBIS) earlier this year, which promises significant benefits for EVs, including improved energy efficiency and reduced charging time.
While each OEM has its unique approach to the EV market, all three companies are committed to the future of electric transportation. As the industry continues to evolve, OEMs will need to adapt and innovate to stay competitive in the rapidly changing EV landscape.
