TLDRs;
- Global EV sales outside major markets surged 48% in September, reaching 153,594 units.
- China and North America dominate global EV demand, but other regions show rapid growth.
- US EV purchases spiked before federal tax incentives expired at the end of September.
- European and global incentives continue shaping EV adoption, with new tools aiding buyers.
Global electric vehicle (EV) demand outside major markets jumped nearly 50% in September, highlighting a significant shift in consumer adoption across regions traditionally slower to embrace EVs.
According to research firm Rho Motion, 153,594 EVs and plug-in hybrids were sold in these markets, marking a notable increase from the previous year.
While China, the United States, and Europe have historically dominated EV sales, the strong performance in emerging regions reflects growing infrastructure, incentives, and consumer awareness driving adoption.
China and North America Continue Leading
China remains the largest contributor to global EV growth, with approximately 1.3 million units sold in September, accounting for roughly two-thirds of worldwide sales.
North American sales also hit record levels, fueled in part by a rush among US buyers to secure expiring federal tax incentives. Analysts note that demand in the United States may cool in the fourth quarter as these incentives end, but the September surge underscores the significant influence of government policies on EV adoption.
Europe saw EV sales rise 36% to 427,541 units in September, driven by government incentives in key markets such as Germany and the United Kingdom. Consumers in these regions continue to respond positively to rebates and tax credits, with new programs helping offset the higher upfront costs of EVs. With policies evolving and automakers offering targeted discounts, Europe remains a critical growth engine for global EV adoption.
Tesla Milestones and Industry Impacts
Tesla’s Giga Texas plant in Austin, Texas, recently produced its 500,000th vehicle, achieving the milestone just three and a half years after opening in 2022.
The facility manufactures the Model Y and Cybertruck, with production increasing by 100,000 units in the past six months alone.
CEO Elon Musk highlighted the site’s role in Tesla’s broader target of producing 2 million vehicles company-wide in 2025. Milestones like these underscore how production capacity in leading markets can influence global supply and pricing, affecting demand in smaller regions as well.
Nice work, Giga Texas team! https://t.co/nY2kfm8A8j
— Elon Musk (@elonmusk) October 15, 2025
Navigating Incentives and Costs
The expiration of the US federal New Clean Vehicle Credit ($7,500) and Previously-Owned Credit ($4,000) at the end of September has reshaped consumer purchasing strategies.
While buyers who had binding contracts before the cutoff retained eligibility, late shoppers face higher costs. Automakers including GM and Hyundai have introduced temporary discounts to mitigate the impact, though these measures are limited.
Meanwhile, state-level incentives, utility programs, and rebate aggregators are becoming increasingly important in shaping consumer decisions, particularly for regions outside major markets.
Future Outlook
The nearly 50% increase in EV sales outside major markets demonstrates that global adoption is broadening beyond the usual hotspots.
globalEmerging economies are showing accelerated interest, aided by incentives, financing tools, and growing awareness of sustainability. Industry observers anticipate that as infrastructure expands and manufacturers increase output, these regions will continue to play an essential role in the global EV ecosystem.
