The EPA has finalized its proposed 2027-2032 emissions rule, which is expected to result in a large increase in zero emission vehicle sales as vehicle exhaust limits rise rapidly through the end of the decade, on top of a separate rule yesterday from DoE about EV mpg-equivalents. Both rules were softened from their original proposals just like automakers asked for, but the largest automaker lobbyist is still complaining.
The regulations have been somewhat softened from the original proposal to allow more time for compliance, while maintaining roughly the same targets for 2032.
This softening is in accordance with requests from both the Alliance for Automotive Innovation (AAI), the main auto industry lobby group which has routinely lobbied to torpedo emissions standards in the past, and the United Auto Workers union (UAW), who worried that domestic auto production, which focuses disproportionately on high-polluting trucks and SUVs, would be disproportionately affected by the new rule.
UAW has repeatedly stated its support for a “just transition” to electric vehicles, as long as good-paying manufacturing jobs are retained. EPA projects that these rules will result in an increase in auto manufacturing employment.
The final rule also comes hot on the heels of a false media narrative that EV sales are slowing, which they are not. But this narrative has been seeded in the media over the course of the past few months, likely in an attempt to influence these very regulations. It seems that industry lied hard enough, successfully enough, and media blindly took the bait often enough, to successfully create a false narrative that may have influenced a softening of the regulations.
The rule sets emissions targets that would likely result in a 60% EV new car market share in 2030, rising to 67% in 2032. But the rule did not and does not mandate an EV share – it merely sets emissions targets which would likely necessitate that level of zero emission vehicle penetration to meet.
The rule is “technology neutral” in that those emissions limits can be met with a higher mix of more-efficient hybrid vehicles, or with fuel cell vehicles, or with battery electrics, or with whatever else. It is expected that the vast majority of zero emission vehicle production to help meet the rule will be battery electric, though.
But the proposal included multiple “alternatives” accounting for different adoption scenarios, with some accelerating more quickly in earlier years, and some curving upwards later on. AAI and UAW favored delayed adoption curves, while Volvo, Tesla, Rivian and Lucid all supported stronger alternatives. You can see what each automaker supported here.
AAI preferred “Alternative 3,” which would allow many more gas cars to be sold from 2027-2032, and continue to pollute for decades down the line
This alternative means significantly less savings, significantly more pollution and significantly more death than the proposed rule in the short term, but it does still represent enormous progress over the status quo, and even a big improvement from President Biden’s 2021 executive order targeting 50% EV sales by 2030. And the administration says that it still cuts the same amount of emissions in the long term, over 30 years.
This improvement was possible due to the rapid growth in EV sales, availability of EV technology, and widening of available EV models, all of which gave EPA the confidence to offer a reasonably strong tailpipe rule.
See EPA administrator Michael Regan and White House Climate Advisor Ali Zaidi announce the rule here
And the finalized rule will still save Americans $100 billion dollars in fuel costs and health and climate benefits per year, save some 2,000 lives per year, and cut 7 billion tons of climate pollution in total, among many other benefits. Though the savings per vehicle seems to be down from $12,000, which was the number quoted in the original rule, to $6,000, which is the number quoted by the administration’s press release today (we’re not sure why, if the 2032 regulations are the same as in the proposed rule).
By making a rule to “narrow the numerical stringency difference between the car and truck curves,” EPA intends to reduce favorable treatment for light trucks, which means we might actually be able to buy a normal f%&*ing sized vehicle in America again in a decade or two (save us R3, you’re our only hope).
And so, despite the weakening of the rule, it was still praised by the Alliance of Nurses for Healthy Environments, Consumer Reports, the League of Conservation Voters, BlueGreen Alliance, and Ceres, among many other organizations due to the significant health, consumer and environmental benefits it will bring.
Sierra Club and Public Citizen also recognize the improvement the regulations represent, but point out how intense lobbying from automakers and auto dealers worked to water down the rules at the expense of our climate.
DoE Petroleum Equivalency rule also released, despite auto lobby complaints
In addition to today’s EPA rule, the Department of Energy released a separate rule yesterday, concerning a “Petroleum Equivalency Factor” which decides how EVs are treated in fuel economy calculations. Currently, EVs get a tremendous benefit, meaning that automakers have to make a comparatively low number of EVs to bring their fleet average up to required levels.
The new PEF rules reduce the benefit that EVs get in this calculation. This is not because EVs aren’t clean, but rather so that automakers can’t build a bunch of polluting vehicles and a few clean vehicles just to pump their averages up. The new PEF will ensure that automakers need to make suitable amounts of EVs, instead of just a few compliance cars that give them a lot of bonus points.
This is in contrast to what AAI said about the new PEF rule, suggesting that it is a bad change which will disincentivize EV production because it reduces the benefit EVs get. This is not correct, relies on a misunderstanding of how averages work, and seems simply to be an attempt to get the mathematically-ignorant to go along with AAI’s anti-environment stance. Either that or John “does your head hurt?” Bozzella, president of the AAI, really can’t figure out how to do Junior High-level mathematics.
But the PEF rule, too, was loosened before implementation, reducing EV fuel economy calculations by 65%, rather than the 72% requested by the Natural Resources Defense Council (NRDC) and Sierra Club. This means that EVs will still get probably a little more credit than they deserve, allowing automakers to still make a few more polluting vehicles than they would have with a stricter cut (though EVs will still have enough benefit to encourage their use over, say, gas hybrid vehicles).
Sierra Club and NRDC still praised the new PEF rule even after its weakening. Pete Huffman, senior attorney at NRDC, said “The automakers’ free ride is over. This important update from the Department of Energy will curtail automakers’ use of phantom credits they used to keep selling gas guzzlers. They now need to hit the accelerator on more fuel-efficient vehicles, saving consumers money at the pump.”
There is one more rule still coming, an update to the Corporate Average Fuel Economy (CAFE) rule, which will incorporate the PEF rule into its mileage calculations. We’re not sure quite when that will come out, but it will likely show up by the end of the month, which will help protect it from potential legal challenges should the US elections in November result in a leading party that is hostile to human existence, and wants to continue to force pollution down our throats rather than ensure Americans have the choice to drive better and cleaner vehicles.
Electrek’s Take
I and many other people who have lungs are disappointed by the softening of these regulations today.
These are still very good regulations. After reading the initial proposed rule, I was impressed and refreshed by how exceedingly well-reasoned it was. Especially compared to the previous four years of lying incompetence under former EPA leadership (which is back on the table as a possible option come November, so you might want to get your ballots ready to oppose that). It’s nice to read government speak plainly about the necessity of a regulation, how it will help, how it will be achieved, and that it is achievable, all supported with real science.
And, in particular, I’m over the moon about the inclusion of the part about “narrow[ing] the numerical stringency difference between the car and truck curves.”
But why is it that every single time we have to hear the same story:
Public interest groups beg for an eminently achievable improvement that will help everyone.
Industry screams about how impossible that improvement would be (it isn’t) and spends a ridiculous amount of money that only they have in order to influence it.
Government (at least serious government, which is to say, not the lying incompetents at the helm of the EPA from 2017-2021) examines the two cases and compromises to come up with a rule that is achievable, but isn’t as much in the public interest as it could be since it has been watered down by expensive lobbying efforts by polluting industry.
Public interest groups still say that it would be nice for everyone if the rule was made a little better.
Industry says there’s absolutely no way they can possibly do the compromise, and you need to make it “better” (aka, worse for living beings).
Government compromises again, always away from the direction of public interest groups, and gives industry exactly what they wanted.
Industry whines anyway and sues to stop the rule entirely, despite already getting two compromises in their favor, because those compromises still don’t kill nearly as many people or cost the public as much money and misery as industry desperately needs. And then begs for a reversal of the rule entirely come the next change in government (again, get your ballots ready for November).
We all recognize this pattern, right? This is not the first time it has happened, and it won’t be the last. But I contend that we have to stop negotiating with these environmental terrorists. They’re the ones who led us here, so I see no reason that they should have a greater seat at the table than those of us who have to breathe in the garbage that they keep pumping into the air without consequence. The EPA has made a fundamentally good rule, but watering-down its implementation was not the right choice.
But in the end, maybe it doesn’t matter. The current rise in EV sales has come well in excess of the underlying environmental regulations. This rule sets a floor, not a ceiling (Bozzella, in contrast, characterized the final rule as “a stretch goal” – no it’s not, it’s the rules), and the market can exceed these targets as more and more consumers recognize the superiority of electric vehicles, and that it’s probably a pretty poor idea to buy a gas car when the technology doesn’t have much of a future going for it.
These regulations are important and ensure that everyone gets on the same page – and, frankly, laggard automakers should probably thank the government for encouraging them to get on board. If emissions progress continues to exceed regulatory minimums, as it so far has, laggard companies are going to be left out even more if they just aim for the absolute minimum. And in that respect, weakening of the standards is bad for these laggard companies who lobbied for it, not good.
By raising that minimum, government is giving the likes of Toyota or Stellantis the kick in the pants they might need to get their act in gear. Because the industry is going to be upended, and laggards will be left behind.
Or maybe they’ll just sit on their hands and sue. Again. Oh well. We tried to save you and you just didn’t listen.
Portable power station specialist EcoFlow is kicking off its third annual Member’s Festival this month and is offering a unique new rewards program to those who become EcoFlow members. The 2025 EcoFlow Member’s Festival will offer savings of up to 65% for its participating customers, and a portion of those funds will be allocated toward rescue power solutions for communities around the globe through the company’s “Power for All” fund.
EcoFlow remains one of the industry leaders in portable power solutions and continues to trek forward in its vision to power a new tech-driven, eco-conscious future. Per its website:
Our mission from day one is to provide smart and eco-friendly energy solutions for individuals, families, and society at large. We are, were, and will continue to be a reliable and trusted energy companion for users around the world.
To achieve such goals, EcoFlow has continued to expand its portfolio of sustainable energy solutions to its community members, including portable power stations, solar generators, and mountable solar panels. While EcoFlow is doing plenty to support its growing customer base, it has expanded its reach by giving back to disaster-affected communities by helping bolster global disaster response efforts the best way it knows how– with portable power solutions.
Source: EcoFlow
EcoFlow and its members look to provide “Power for All”
Since 2023, EcoFlow has collaborated with organizations worldwide as part of its “Power for All” mission. This initiative aims to ensure access to reliable and timely power to disaster-affected communities across the globe, including rescue agencies, affected hospitals, and shelters, to support rescue and recovery efforts.
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This fund most recently provided aid for communities affected by the recent Los Angeles wildfires, assistance to the Special Forces Charitable Trust (SFCT) in North Carolina following severe hurricanes, and support for non-profits engaged in hurricane preparedness in Florida and the Gulf Coast. Per Jodi Burns, CEO of the Special Forces Charitable Trust:
In the wake of devastating storms in Western North Carolina, reliable power was a critical need for the families we serve. Thanks to EcoFlow’s generous donation of generators, we were able to provide immediate relief, ensuring these families and their communities had access to power when they needed it most. We are so impressed with EcoFlow’s commitment to disaster response through their ‘Power for All’ program. It has made a tangible impact, and we are deeply grateful for their support and partnership in helping these families recover and rebuild.
In 2024, the US experienced 27 weather and climate events, each causing losses exceeding $1 billion, marking the second-highest annual total on record, according to National Centers for Environmental Information. The increasing frequency and severity of natural disasters underscore the critical need for reliable and timely power solutions during emergencies, much like EcoFlow and its members are helping provide through the “Power For All” initiative.
To support new and existing EcoFlow members, the company is celebrating its third annual Member’s Festival throughout April to offer a do-not-miss discount on its products and donate a portion of all sales to the “Power for All” fund to provide rescue power to those in need in the future. Learn how it all works below.
Source: EcoFlow
Save big and give back during the 2025 Member’s Festival
As of April 1st, you can now sign up to become an EcoFlow member to participate in the company’s exclusive 2025 Member Festival.
As a member, you can earn “EcoFlow Power Points” by completing tasks like registration, referrals, and product purchases and tracking your individual efforts toward disaster preparedness and recovery.
Beginning April 4, EcoFlow members will also be able to take advantage of exclusive discounts of up to 65% off select portable power stations, including the DELTA Pro Ultra, DELTA Pro 3, DELTA 2 Max, DELTA 3 Plus, RIVER 3 Plus, and more. However, these sale prices only last through April 25, so you’ll want to move quickly!
Click here to learn more about EcoFlow’s “Power for All” campaign. To register for EcoFlow’s 2025 Member Festival in the US, visit the EcoFlow website. To register as a member in Canada, visit here.
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Tesla is losing another top talent: its long-time head of software, David Lau, has reportedly told co-workers that he is exiting the automaker.
Tesla changed how the entire auto industry looks at software.
Before Tesla, it was an afterthought; user interfaces were rudimentary, and you had to go to a dealership to get a software update on your systems.
When Tesla launched the Model S in 2012, it all changed. Your car would get better through software updates like your phone, the large center display was responsive with a UI that actually made sense and was closer to an iPad experience than a car.
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Tesla also integrated its software into its retail experience, service, and manufacturing.
David Lau deserves a lot of the credit for that.
He joined Tesla in 2012 as a senior manager of firmware engineering and quickly rose through the ranks. By 2014, he was promoted to director of firmware engineering and system integration, and in 2017, he became Vice President of software.
Lau listed the responsibilities of his team on his LinkedIn:
Vehicle Software:
Firmware for the powertrain, traction/stability control, HV electronics, battery management, and body control systems
UI software and underlying Embedded Linux platforms
Navigation and routing
iOS and Android Mobile apps
Distributed Systems:
Server-side software and infrastructure that provides telemetry, diagnostics, over-the-air updates, and configuration/lifecycle management
Data engineering and analytics platforms that power technical and business insights for an increasingly diverse set of customers across the company
Diagnostic tools and fleet management, Manufacturing and Automation:
Automation controls (PLC, robot)
Server-side manufacturing execution systems that power all of Tesla’s production operations
Product Security and Red Team for software, services, and systems across Tesla
Bloomberg reported today that Lau told his team he is leaving Tesla. The report didn’t include reasons for his stepping down.
Electrek’s Take
Twelve years at any company is a great run. At Tesla, it’s heroic. Congrats, David, on a great run. You undoubtedly had a significant impact on Tesla and software advancements in the broader auto industry.
He is another significant loss for Tesla, which has been losing a lot of top talent following a big wave of layoffs around this time last year.
I wonder who will take over. Michael Rizkalla, senior director of software engineering and vehicle firmware, is one of the most senior software engineers after Lau. He has been at Tesla for 7 years, and Tesla likes to promote within rather than hire outsiders.
There are also a lot of senior software execs working on AI at Tesla. Musk has been favoring them lately and he could fold Lau’s responsibilities under them.
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Kia’s electric SUVs are taking over. The EV3 is the best-selling retail EV in the UK this year, giving Kia its strongest sales start since it arrived 34 years ago. And it’s not just in the UK. Kia just had its best first quarter globally since it started selling cars in 1962.
Kia EV3 is the best-selling EV in the UK through March
In March, Kia sold a record nearly 20,000 vehicles in the UK, making it the fourth best-selling brand. It was also the second top-seller of electrified vehicles (EVs, PHEVs, and HEVs), accounting for over 55% of sales.
The EV3 remained the best-selling retail EV in the UK last month. Including the EV6, three-row EV9, and Niro EV, electric vehicles represented 21% of Kia’s UK sales in March.
Kia said the EV3 “started with a bang” in January, darting out as the UK’s most popular EV in retail sales. Through March, Kia’s electric SUV has held on to the crown. With the EV3 rolling out, Kia sold over 7,000 electric cars through March, nearly 50% more than in Q1 2024.
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The EV3 was the best-selling retail EV in the UK in the first quarter and the fourth best-selling EV overall, including commercial vehicles.
Kia EV3 Air 91.48 kWh in Frost Blue (Source: Kia UK)
Starting at £33,005 ($42,500), Kia said it’s the “brand’s most affordable EV yet.” It’s available with two battery packs, 58.3 kWh or 81.48 kWh, good for 430 km (270 miles) and 599 km (375 miles) of WLTP range, respectively.
From left to right: Kia EV6, EV3, and EV9 (Source: Kia UK)
With new EVs on the way, this could be just the start. Kia is launching several new EVs in the UK this year, including the EV4 sedan (and hatchback) and EV5 SUV. It also confirmed that the first PV5 electric vans will be delivered to customers by the end of the year.
Electrek’s Take
Globally, Kia sold a record 772,351 vehicles in the first quarter, its best since it started selling cars in 1962. With the new EV4, the brand’s first electric sedan and hatchback, launching this year, Kia looks to build on its momentum in 2025.
Kia has also made it very clear that it wants to be a global leader in the electric van market with its new Platform Beyond Vehicle (PBV) business, starting with the PV5 later this year.
Earlier today, we learned Kia’s midsize electric SUV, the EV5, is the fourth best-selling EV in Australia through March, outselling every BYD vehicle (at least for now). The EV5 is rolling out to new markets this year, including Canada, the UK, South Korea, and Mexico. However, it will not arrive in the US.
For those in the US, there are still a few Kia EVs to look forward to. Kia is launching the EV4 globally, including in the US, later this year. Although no date has been set, Kia confirmed the EV3 is also coming. It’s expected to arrive in mid-2026.
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