Mary Barra Still Sees EVs as GM’s Destination Despite Slower US Adoption

General Motors CEO Mary Barra still believes electric vehicles are where the auto industry is headed, even though the transition in the United States has moved more slowly than the company and other automakers once expected.

In a recent interview with Fortune, Barra described EVs as the industry’s “end game” while pointing to regulations, charging infrastructure and consumer practicality as factors affecting how quickly drivers make the switch.

Changing rules have altered the pace of adoption

Barra said U.S. automakers had been preparing just a few years ago for regulations that effectively anticipated EVs making up roughly 40% to 50% of new vehicle sales by 2030. Changes to those policies have since given consumers more flexibility in choosing between different types of powertrains.

She also highlighted charging availability as an important factor holding back wider EV adoption. Federal infrastructure funding has helped expand the charging network, but permitting requirements and other hurdles have made new charger installations slower and more difficult than expected.

Barra pointed to China and Europe as examples of how government policy can influence EV adoption, saying regulations in those markets have helped encourage electrification while complementary policies have supported charging infrastructure.

GM will offer more than just EVs for now

Despite the slower transition, Barra said GM continues to see advantages in electric vehicles. She cited the instant torque of electric motors and the ability to avoid gas stations as benefits for consumers.

GM does not plan to rely exclusively on battery-electric vehicles in the meantime. Barra said the automaker intends to introduce hybrids in segments where it believes they make sense, giving customers another option while EV adoption develops.

The comments build on Barra’s previous statements about the pace of electrification. In 2024, she said the transition would likely take decades. Earlier this year, she continued to describe EVs as GM’s “north star.”

For now, GM is positioning itself to serve customers across multiple powertrain technologies while maintaining EVs as its longer-term destination.

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