Honda Prologue Excels, Volvo EVs struggle in 2024
The EV segment has seen some new faces in 2024, and while some haven't managed to appeal to consumers, others have excelled and risen to the top of the pack.
Tesla has been the top dog in the North American EV game for years now, and that isn’t going to change in 2024. Apart from them, the 2024 EV market came with a few standout surprises, as well as a few lackluster offerings. While some automakers, like Stellantis and Nissan, have received plenty of attention for better or worse, others have flown below the radar. For example, the Honda Prologue proved itself an underdog, while a certain Swedish automaker saw EV sales decline dramatically. Honda
Hyundai & Tesla top EV sales so far
Tesla has been the go-to American automaker for all-electric models for over a decade now, so it comes as no surprise it holds the top spots in EV sales. The Tesla Model Y and Model 3 are currently in first and second place respectively.
Hyundai has been in the EV game for a while, and constant improvement to its all-electric lineup has resulted in major traction among consumers. The Ioniq 5 crossover placed third in best-selling EVs in October, but Tesla still has a massive lead over the Korean automaker. As of November, Hyundai has sold nearly 40,000 Ioniq 5 crossovers compared to 30,657 units in 2023. The Ioniq 6 sedan saw a slight increase as well, with just over 11,000 units sold in 2024 so far.
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Business is booming for the Honda Prologue
The Honda Prologue was an underdog coming into 2024, but it has clearly resonated with consumers, with more than 6,800 models sold in November alone. That brings the Prologue’s 2024 total over the 25,000-unit milestone. Starting at $47,400, the Prologue is a fairly competitive addition to the all-electric SUV segment. James Riswick
Interestingly, the Honda Prologue (as well as the Acura ZDX) was developed with General Motors alongside the Chevrolet Blazer EV. In fact, the electric SUVs are built in the same Mexican production facility, but there’s a major difference between the two models: Apple CarPlay.
General Motors nixed Apple CarPlay in the Chevrolet Blazer EV for the 2024 model year, putting it at a clear disadvantage to just about every other electric model on the market. While there are likely more differences between the Prologue and Blazer EV, Apple CarPlay is the one that seems to stick with consumers the most.
Ford comes in second behind Tesla
Ford was an outlier when it came to electrification just a few years ago, and now the American automaker is runner-up. While competition is heating up down the list, Ford has maintained its second-place position through November. Ford
Ford sold 11,000 EVs in November, bringing the automaker’s yearly total to nearly 85,000 models. That’s a decent jump from the 72,608 EVs Ford sold in 2023. Currently, Ford’s EV lineup includes the Mustang Mach-E, F-150 Lightning, and E-Transit. With 2025 right around the corner and the Mustang Mach-E getting a price drop, we could see Tesla’s grip on the EV segment grow a little looser.
Volvo’s EVs aren’t doing so hot in the USA
Volvo isn’t the most popular automaker in the United States, selling just over 128,000 vehicles in 2023. While that figure includes EVs, PHEVs, and ICE, it’s also important to note that Volvo plans to be an all-electric automaker by 2030. Given their most recent EV sales reports, however, the Swedish automaker may have to put their plans on hold or dramatically improve their EV lineup.
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In 2023, Volvo sold just shy of 13,000 EVs, or an average of a little over 1,000 units per month. This year, Volvo’s EV sales have taken a massive hit, down 63% year-over-year. In November alone, Volvo sold just 493 EVs in the United States. So far, the Swedish automaker has sold less than 5,000 EVs in the first 11 months of the year.
Volvo’s EV lineup is a short list. The EX40 and C40, previously known as the XC40 Recharge and C40 Recharge, will cost you more than $50,000 each. The Volvo EX30 was supposed to hit American shores this year, but the automaker ran into some trouble with tariffs. The EX30 is built in China, and the Biden administration’s tariffs on Chinese-made vehicles threw a wrench into Volvo’s plans. Volvo
Fortunately, Volvo has worked out its issues, and the EX30 is expected to arrive in December. On the other hand, the entry-level subcompact crossover will cost you over $44,000. The Volvo EX90 SUV is slowly making its way to dealers as well, but getting off to such a sluggish start is rarely a positive sign.
Final thoughts
With more EVs available for consumers to choose from, Tesla’s hold on the United States market is starting to break. At one point, Tesla held around 80% market share, but now that number has dropped below 50% for the first time in years.
While legacy automakers have been slow to enter the EV segment, they have the advantage of established branding and reputation to bring new customers into showrooms. Now the question is whether that’s enough to keep things interesting in an EV market that grows more competitive with each passing year.
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