Mark Ritson is a former marketing professor, brand consultant and an award-winning columnist. He is also the founder of the MiniMBA in Marketing, a ten-week training program for senior managers, which teaches marketers, among many other things, how to get pricing right. Sign up here .

President Trump’s “big, beautiful bill” made headlines earlier this year, but its real implications are only now unfolding. For example, American buyers will soon lose their $7,500 tax credit on new EVs and $4,000 on used models.

Cue a last-minute flurry of purchases before the September 30 deadline. But the long-term forecast is as grim as a Tesla investor’s Twitter feed. J.D. Power has just slashed its 2025 EV market share projection from 12% to just 9%. Down on last year.

Growth is sputt

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