The race to the bottom in electric car discounts
Description
In recent months we’ve seen a number of Chinese electric car imports discount their products. The arrival of more Chinese brands in the next six months is behind the move as the competition intensifies. With the car market already subdued due to cost-of-living pressures and with electric car sales currently on a slide the discounts are set to continue putting pressure on the established competition. Spanish brand Cupra, which arrived on the market here in 2022 with non-negotiable pricing, has indicated it won’t be following the discounting trend with its small Born electric hatch suggesting it is worthy of a price premium – this despite the fact that after getting off with a flying start Cupra sales have slowed, down by 36 per cent against the same time last year – the small Cupra Born showing the biggest decline, down by 43 percent. I’m David Berthon
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