The EV plateau is coming. It's bad news for companies like Ford and Tesla.

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electric car charging
The electric car Nissan Leaf, at an electric vehicle charging station at Balboa Park.

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EV startup Lucid is losing over $500,000 for every car it sells

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A silver Lucid Air electric car photographed from above, sitting on a gravel driveway.
The Lucid Air Grand Touring Performance.

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Ford is going to miss its original EV production goals. Tesla's price war is to blame.

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The F-150 Lightning production line at Ford's factory in Dearborn, Michigan
The F-150 Lightning production line at Ford's factory in Dearborn, Michigan.

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The EV price wars could work hurt automakers when it comes to one of their most important groups of customers

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Ford F-150 Lightning
Electric trucks are a wildcard in the EV price war.

Ford

Ford CEO: Elon Musk is taking a page from Henry Ford's playbook with his EV price war

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Elon Musk speaks at the opening of a new Tesla factory.
Ford CEO Jim Farley said Elon Musk is taking a page out of Henry Ford's playbook.

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Elon Musk was grilled on Tesla's price cuts during the company's earnings call

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Elon Musk Tesla
Elon Musk faced more than a half dozen questions about Tesla's price cuts during the company's earnings call.

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Elon Musk isn't giving up on his price war, and it's making Tesla investors anxious

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Elon Musk in front of a Tesla
While some investors angst over Tesla's price cuts, Musk defended the company's strategy in a call with analysts after earnings were released Wednesday evening.

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Teslas are cheaper than ever and its a creating a headache for the entire auto industry

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A Tesla Model Y.
A Tesla Model Y.

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Behind the EV price war is an all-out battle for the future of customer loyalty in the car business — and it could mean more discounts on the horizon

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2021 Ford Mustang Mach-E.
2021 Ford Mustang Mach-E.

Tim Levin/Insider

An EV pricing war could be just what electric car-makers — and buyers — need right now

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2021 Ford Mustang Mach-E.
The pricing battle that the industry is seeing between Tesla and Ford might be good for automakers' $1.2 trillion push into electrification through 2030.

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