America’s EV Party Ended Early—Now Every Automaker’s Chasing Europe’s Gold Rush
Electric vehicles stole the show at IAA Mobility 2025, the world’s largest motor expo, as global automakers shifted their focus squarely on Europe. With U.S. demand cooling after tariff hikes and subsidy cuts, brands from South Korea, Japan, Germany, and China are pouring resources into the continent—now the new epicenter of the EV race. The tone of the event was clear: make electric cars more accessible, more exciting, and more diverse. Affordable EVs priced around $21,500 dominated the spotlight, reflecting the industry’s urgent mission to win over hesitant buyers.
Germany’s automotive heavyweights came out swinging. Volkswagen Group wowed the crowd with four compact EVs—the ID. Cross SUV, ID. Polo hatchback, CUPRA Raval, and Škoda Epiq—each set to launch by 2027 for around €25,000. VW even teased a smaller model, the ID. EVERY1, targeting an entry price of €20,000, making electric mobility more attainable than ever. CEO Oliver Blume said it best: Volkswagen is “ready to compete on price” with China’s BYD. Renault also leaned into the affordable EV game with its Renault 4 and 5 E-Tech Electric, while Volvo returned to IAA for the first time in 12 years, unveiling its compact EX30 and the larger EX90 and ES90 EVs.
Meanwhile, BMW and Mercedes-Benz took a slightly different path—electrifying proven best-sellers. BMW’s new iX3 SUV debuts the Neue Klasse platform with enhanced performance software, while Mercedes-Benz introduced an electrified GLC for buyers who crave familiarity with a high-voltage twist. The Polestar 5, an elegant sedan capable of hitting 0–60 mph in 3.2 seconds, added a jolt of excitement, proving EVs can still thrill the soul as much as they save the planet.
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