Analysis: Global OEMs EV Fightback, Targeting Mass Market Models and New Technologies

Drive insight into how OEMs balance hybrid demand with new BEVs, as 800V models and modular EV strategies heighten competition with Tesla and Chinese rivals.

While global OEMs have returned to full hybrids to support near-term consumer demand in their home markets, they have not halted development of battery electric models. The German premium brands unveiled new models at the 2025 IAA featuring 800V architectures, which enable faster charging and longer driving ranges. Meanwhile, Ford’s Universal plan will enable faster and more efficient production processes for simpler, modular platforms, resulting in more affordable EV models aimed at the mass market. These recent developments will likely lead to increased competition in electrification, particularly with Tesla and Chinese competitors.