For most of the established car brands, the electric transition has been the most expensive projects they have ever undertaken. I think the problem is that they

For most of the established car brands, the electric transition has been the most expensive projects they have ever undertaken. I think the problem is that they're trying to get that money back too quickly by setting prices way too high. For a short while you could sell electrics at any price to wealthy customers because there were no real options but that was temporary. There doesn't seem to be a way for publicly traded companies to deal with temporary "goldmines", they treat it as the new normal. Any executive who says something like "while we figure out how to make electrics cheaply we might have a few weak years" risks their bonus and being replaced by the shareholders. But it's reality. Most electric cars are still at about 2x the price of an equivalent fossil car, and most people simply can't suddenly pay 2x as much for cars than they could pre-electric. I think there is a massive price bubble in cars at the moment but nobody wants to take the loss. My guess is that Ford, VW and the like will have to reduce their prices by as much as 50%, causing losses down the line to importers, dealers and the customers who suddenly get a fraction of their expected resale value.