Hyundai Ioniq 5, Kia EV6 Already Selling Well Below MSRP: Study
Hyundai Ioniq 5, Kia EV6 Already Selling Well Below MSRP: Study

Hyundai Ioniq 5, Kia EV6 Already Selling Well Below MSRP: Study


If you’re scanning the market for a non-Tesla electric car, now might be the right moment to delve deeper. According to a recent study by the automotive research website iSeeCars, six out of the 20 new cars on the market priced either below or near the MSRP are battery-electric vehicles.

Models like the Hyundai Ioniq 5 and the Kia EV6—both of which fared exceptionally in InsideEVs reviews—are going for 1.9% and 2.5% lower than their MSRPs on average. The Hyundai Kona Electric has the steepest discounts. At an average price of $36,211, it’s priced 4.6% lower than the MSRP. The Volkswagen ID.4. is sailing in the same boat. At an average price of $48,740, it costs 3.6% below MSRP. However, note that these prices might vary regionally.

EVs Priced Below MSRP 

(iSeeCars-Jan 2024)

Price vs MSRP

Average Price


Hyundai Kona Electric -4.6% $36,211 $37,964
Volkswagen ID.4 -3.6% $48,740 $50,547
Ford F-150 (Hybrid) -3.3% $82,132 $84,910
Kia EV6 -2.5% $52,004 $53,315
Hyundai Ioniq 6 -2.4% $47,691 $48,861
Chrysler Pacifica PHEV -2.0% $53,263 $54,329
Nissan Ariya -1.9% $50,751 $51,734
Hyundai Ioniq 5 -1.9% $50,477 $51,455

Even the Hyundai Ioniq 6 and Nissan Ariya have undergone price cuts this year, iSeeCars said. These EVs lost their eligibility for the federal tax credit on January 1, 2024, and with a slow-than-expected demand, dealers are trying to clear them off their lots with discounts. (The main image shows the starting MSRPs as of February 13, 2024)

Hyundai is even offering a $7,500 retail cash bonus on the Ioniq 5, Ioniq 6, and the Kona Electric till the end of February 2024. These models have lost credit eligibility but Hyundai is offering discounts to remain competitive.

“While finding a discount on a new vehicle remains a challenge, it’s much easier for EV, large truck, and SUV shoppers,” said Karl Brauer, an executive analyst at iSeeCars. “The market appears to have reached a saturation point for EVs, with both prices and sales struggling compared to a year ago.”

But EVs are not ubiquitously cheaper. Some premium EVs are commanding a higher price. The Mini Electric and the Porsche Taycan (sedan and Turismo models) are 20% pricier than their respective MSRPs.

“It’s interesting to see one Mini and two Porsche EVs in the top 20 list when EVs make up a majority of the top 10 lowest-priced list,” said Brauer. “Mini and Porsche are modulating their EV production to better align with demand.”

Last year, 43 electrified models qualified for the federal tax credit, but this year only about 20 models qualified due to updated regulations. In 2024, any models with parts sourced from a so-called foreign entity of concern (FEOC) like China, Russia, North Korea, etc, are blocked from receiving federal tax credits.

Changing regulations and evolving battery and raw material prices are expected to continue causing EV prices to fluctuate. And as new models pour onto the streets increasing the competition, it’s likely that we’re only witnessing the initial stages of EV price competition, despite the brutal price wars of 2023.


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