For a long time, electric vehicles (EVs) were considered aspirational: technologically advanced, environmentally friendly, and, unfortunately, financially out of reach for many buyers. High MSRPs, limited pre-owned inventory, and uncertainty around charging and maintenance all contributed to a perception that EVs were a premium product. But in 2025, that narrative has been rapidly changing. 

With new price drops, the expansion of used EV availability, and automakers actively working to keep EVs within reach (especially as some federal tax incentives are set to expire), now may be the most affordable time in history to go electric. For consumers, that opens the door to more choices. For dealerships and OEMs, it’s a pivotal moment to reframe how EVs are marketed, sold, and supported. Find out what’s sparking the customer interest in EVs, and what you can do to take advantage of it.

Discover What Lower Prices Mean for the Future of EVs

Why EVs Are More Affordable Than Ever

According to recent industry data, average sale prices for new EVs and hybrids have dropped significantly, falling from over $51,000 in early 2023 to under $37,000 in mid-2025. That’s a $14,000+ decrease in just two years. Combine that with growing pre-owned EV inventory and the barriers to EV ownership are crumbling fast. Let’s take a look at what’s behind this affordability shift. 

1. New EV prices are significantly lower. Automakers are cutting prices to stay competitive in a rapidly evolving market. Thanks to advances in battery production and streamlined manufacturing, we’re now seeing entry-level EVs priced around $36,000. Some manufacturers are even doubling down on affordability as a core strategy, particularly as federal EV tax credits phase out after September 30, 2025. 

In fact, many dealers are currently running aggressive offers to help customers take advantage of remaining incentives before they potentially disappear. 

2. Federal tax credits still help (but not for long). The federal EV tax incentive has long helped offset the upfront cost of electric vehicle ownership, but this will end after September 30, 2025, due to evolving eligibility rules and OEM sales thresholds. For now, qualified buyers can still receive up to $7,500 in tax credits on select models, often applied at the point of sale. 

This creates a clear sense of urgency: buying now could mean thousands in savings that won’t be available much longer. 

3. The pre-owned EV market is heating up. As more EVs come off lease, pre-owned inventory is increasing, especially for popular models like the Chevy Bolt, Nissan Leaf, and Tesla Model 3. This gives budget-conscious buyers more options in the $25,000–$31,000 range. 

4. Lower cost of ownership adds long-term value. Beyond the sticker price, EVs offer long-term savings in the form of reduced fuel costs, fewer maintenance needs, and lower repair risks. With no oil changes, fewer moving parts, and increasingly accessible public charging networks, the cost of ownership continues to fall year over year. 

Tools like total cost of ownership calculators are helping customers understand how much they can save over time, showing that EVs can be more cost-effective than gas-powered vehicles in the long run.

What This Means for Dealerships and OEMs

Affordability is opening the door for more mainstream customers, but that also raises the bar for how EVs are marketed and sold. Today’s EV buyers are informed, curious, and cautious. They’re not just looking for a deal, they’re looking for clarity, confidence, and long-term value. 

Here’s how dealers and OEMs can create a strategy to better serve this evolving audience:

Reframe the Value Proposition  

Affordability doesn’t automatically mean buyers understand the full value of EV ownership. Make fuel savings, maintenance advantages, and long-term cost comparisons part of your pitch. Show customers what they’re really getting, especially if time-sensitive tax credits are still on the table. 

Build EV-Specific Service Support  

Just because an EV is affordable doesn’t mean it’s simple. Buyers still want to know that their investment is protected. Offering EV-specific service plans, such as battery health diagnostics and over-the-air update support, can help reassure new owners while setting your dealership apart. 

Make Charging Confidence a Priority 

The number one hesitation for new EV buyers? Charging. That’s why helping customers understand when, where, and how to charge is essential. Promote any charging partnerships, apps, or infrastructure support you offer, especially if it can be bundled into the purchase experience.

The Road Ahead: Turn Affordability into Loyalty

We’re entering a new phase of EV adoption, one where price is no longer the biggest barrier. For dealerships, this is a moment to evolve from simply “selling EVs” to supporting a smarter, more connected ownership journey. 

That means educating buyers, offering flexible ownership options, and keeping EV service front and center. Whether you’re leveraging CRM data to send timely service reminders or creating campaigns that showcase the total value of EV ownership, your success will depend on how well you meet customers where they are and where they’re headed. 

At Affinitiv, we offer tools that help dealerships make the most of this opportunity. From supporting new buyers and managing pre-owned inventory to preparing for the post-credit market, we’re here to help you stay ahead in the EV space. Let’s connect and talk about how you can turn today’s affordability trends into long-term loyalty.