Says #Hyundai, “We’re trying to make driving an #EV affordable.” I think they’re early to understand a feature of the EVs that US automakers are slow to realize. Disruption starts at the low end, and with high interest rates, the low end needs to be lower. Consumers won’t pay a premium because it’s an EV. The early adopter market is saturated. Manufacturers need to appeal to buyers who are buying for transportation utility. https://www.theverge.com/24163520/hyundai-randy-parker-interview-ev-sales-ioniq-sales