Electric vehicle prices edged lower and incentives jumped in November, but the month still saw a sales slowdown as the US EV market continues to hunt for a new normal.
Initial estimates from Kelley Blue Book show that EV sales came in at just over 70,000 units in November, more than 40% lower than a year ago and about 5% below October’s level.
The average transaction price (ATP) for a new EV in November was $58,638. That’s up 3.7% year-over-year but down 0.8% from October. Incentives told a different story: Discounts averaged 13.3% of ATP, which is lower than in November 2024 but jumped 20.1% compared to October.
Tesla continued to feel the pressure. The automaker’s ATP was $54,310 in November – down 1.7% from the same period a year ago but up 1.5% month-over-month. Sales declined for the second straight month and were down 22.7% year-over-year, mainly because of a drop in Model 3 demand.
Model 3 sales slid 42.1% compared to November 2024 and fell 11.9% from October. Meanwhile, the Model Y, still the best‑selling EV in the US, saw prices increase 0.9% year-over-year and month-over-month. Model Y sales were slightly lower than last November, down 0.5%, but rose 2.5% compared to October.
The Tesla Cybertruck showed signs of cooling. Once the best‑selling vehicle priced above $100,000, Cybertruck sales fell to 1,194 units in November, the lowest monthly total of 2025 so far. Its average price was $94,254, higher both year-over-year and compared to October.
Taken together, the numbers paint a picture of an EV market in transition: prices are easing, incentives are rising, but buyers are still holding back as the industry tries to settle into its next phase.
Cox Automotive executive analyst Erin Keating said, “It’s important to remember that the KBB ATP is a measure of what is bought, not what is available. Nearly half of new-vehicle buyers are over the age of 55 and in their peak earning years. These buyers are more likely shopping for a high-end SUV, not something cheap and cheerful. In November, the over-$75,000 price point saw more volume than under-$30,000.”
Read more: October EV sales slid, but deals and rebates are still in play
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