New data has revealed the winners and losers in America’s EV market, and they make worrying reading. Some of the brands behind the best-known electric cars and SUVs have watched demand halve over the last six months.

Related: Sales Of Honda’s Only American EV Soar 963%

Before we get to naming and shaming, though, we ought to mention the overall number of EVs sold in January to June. Americans bought 607,100 electric vehicles in the first half of the year, which is up on the 597,800 sold in the same period last year, but only just. It works out as a meager 1.5 percent increase, and worryingly, the Q2 figures are down 6.3 percent, according to figures from Cox Automotive.

Tesla Model 3 Climbs as Model Y Slips

Among the top performers, Tesla’s Model 3 showed impressive growth, climbing nearly 38 percent year-over-year to 101,323 units sold. This uptick helped offset losses elsewhere in the lineup, including the Model Y, which still held the top spot with 150,171 units sold despite a 24 percent drop.

New entries like the Chevrolet Equinox EV also made a strong showing, launching straight into the top five with 27,749 deliveries in its first half-year. These results suggest buyers are increasingly looking beyond the most familiar badges for value and newer tech.

Elsewhere in the top ten, the Ford Mustang Mach-E held steady with a slight 2 percent dip, while the Hyundai Ioniq 5 nudged upward by 1.9 percent. Honda’s Prologue recorded a remarkable 963 percent increase, with 16,317 units sold compared to just over 1,500 the previous year, though it only went on sale in late March of 2024. GM’s momentum was also visible in the strong performances of the Blazer EV (up 76 percent) and Silverado EV (up 67 percent).

Ford also claimed the top spot for best-selling electric pickup, with 13,029 units of the F-150 Lightning sold despite a notable 16.7% decline. It was followed by Tesla’s Cybertruck, which recorded 10,712 units, 7.3% fewer than in the first half of 2024.

US EV SALES BY MODEL JAN-JUN

Tough Times for Legacy Luxury and Familiar Faces

But while a few standout models helped push overall EV sales up by a modest 1.5 percent, that headline number masks a much rougher reality for many brands. Kia’s EV sales, for instance, fell 54 percent to 13,600: deliveries of the EV6 and EV9 virtually halved, and Niro EV sales fell 68 percent. And Kia wasn’t the only one hurting in H1.

Demand for Mercedes EVs collapsed by 55 percent and it would have been much worse if not for the little EQB. Not that the EQB exactly had people rushing to dealerships, you understand. Its sales were down 8 percent, but compared to the EQE (down 75 percent) and EQS (-80 percent) it was a solid gold hit.

Rivian also had a rough first half of 2025, its overall sales falling 30 percent and the R1T dropping 47 percent, versus a 29 percent decline for its R1S SUV brother. Tesla, meanwhile, was down 11 percent and can thank the 38 percent increase in Model 3 sales for offsetting the lack of interest in its other models, including the Cybertruck, whose sales plummeted by 51 percent in the Q2. Tesla does, however, still command a whopping 46 percent of the EV market.

US EV SALES BY BRAND JAN-JUN

Other losers include the Audi Q4 e-tron (down 39 percent), Genesis G80 Electrified (down 45 percent) and BMW i5 (down 30 percent).

There were, of course, some winners in Cox’s data set. The overall EV sales count was helped by the arrival of some new models that proved incredibly popular with buyers, such as the Honda Prologue, and successful facelifts of existing cars like the Tesla mentioned previously and Hyundai Ioniq 5. GM’s Ultium SUVs also performed strongly.

Despite these few bright spots, the EV market does not look healthy, and with tax credits set to run out in just a couple of months, automakers are going to have their work cut out trying to turn it around.

US EV SALES BY BRAND Q2

US EV SALES BY MODEL Q2

Honda saw its sales increase in the United States through the first six months of the year. Sales data shows that some of the brand’s long-standing models are continuing to sell well, while some newer additions to the Honda range are also proving popular, including the updated Odyssey, Passport, and the all-electric Prologue.

Starting with the Prologue, a total of 2,799 examples found new homes in June. This represented a massive 237.2 percent spike from the 830 sold in June 2024. Year-to-date sales have also jumped by a huge 963 percent from 1,535 examples to 16,318 through the first half of 2025.

Read: 2025 Honda Prologue Gains Strength And Endurance, Can Now Travel 308 Miles

However, while the Prologue is selling well compared to the same period last year, it’s not smashing monthly sales records. In fact, in November 2024 alone, Honda sold 6,823 Prologues in the United States as shoppers rushed to get their hands on the new model. Additionally, the Prologue has been Honda’s lowest-selling model through the first half of 2025. Evidently, a large proportion of Honda buyers remains uninterested in an electric SUV, but the trend is still positive.

Sales of the Honda Passport are proving particularly strong this year. 4,433 were sold this June, a 67.7 percent rise from the 2,644 sold in June 2024. Year-to-date sales are also up 66.1 percent to 27,068 from 16,293. Honda didn’t break down how many of the Passports sold were the older model, and how many were for the 2026 version, which started to arrive at dealerships in February.

Honda USA Sales

Honda’s Odyssey is also performing well. It was updated roughly twelve months ago, and through the first half, 50,033 were sold, a 27.4 percent rise from last year. Sales soared 38.1 percent in June to 9,542.

In total, Honda managed to sell 670,765 vehicles in the first half of 2025, a 7.1 percent rise. In June, it sold 103,574, a 1.2 percent rise. Over at Acura, its year-to-date sales increased by 6.8 percent to 68,386, while in June, 10,912 new Acura models were sold, equating to a 5.4 percent rise.