The American auto industry has been dominated by a single brand for many years. This business was started by Tesla, which sells roughly as many EVs annually in the US as all other automakers combined.
For years, Tesla’s Model 3 and Model Y have maintained a commanding lead in sales. However, as they produce excellent EVs and begin selling electric vehicles in significant quantities, other competitors are moving up the ranks. Additionally, the Chevrolet Equinox EV recently took the coveted title of best-selling non-Tesla EV.
The Ford Mustang Mach-E, the top dog among non-Elon Musk brands the previous year, was overtaken by this Chevy in the first half of 2025. General Motors said this week that it sold 27,749 Equinox EVs between January and June. A recall contributed to a 2% decline in Mach-E sales in the first half, which fell to 21,785.
The Equinox EV might end the year as the best-selling non-Tesla vehicle ever, assuming sales continue to pick up steam. The Chevy Bolt EV and EUV twins, which sold 62,000 units in 2023 before GM abruptly dropped them from the lineup, presently hold that record. Or, if you think of those as two distinct models, the Mach-E is the best, having sold 51,745 units last year.
The remarkable ascent of the Equinox EV indicates that the market for plug-in vehicles in America is maturing. Since other automakers have grown significantly and achieved impressive sales figures, it is no longer just about Tesla. Even if it isn’t the hundreds of thousands that Tesla’s top sellers sell, fifty or sixty thousand units sold in a year is still a lot.
Furthermore, it’s not only about opulent spacecraft. Honest, reasonably priced, and aesthetically pleasing EVs with a long range have a place at the top. It makes sense that the Equinox is gaining popularity because it is something that has never really been seen in the US EV market.
The Equinox EV, which starts at $34,995, is less expensive than the Mach-E and is currently eligible for a federal subsidy of $7,500. Its addressable market should therefore be significantly larger. Additionally, even in the base model, it provides an impressive projected range of 319 miles. It’s an excellent performance overall, not just for the price.
The small crossover should have plenty of headroom to develop. However, the policies of the Trump administration also pose a threat to this reasonably priced EV market star.
Tariffs! The Equinox EV is manufactured in Mexico. Additionally, a major factor in EV sales and a significant component of the Equinox’s value proposition was eliminated when Congress decided on Thursday to eliminate the $7,500 EV tax credit at the end of September.
For electric vehicles, the remainder of 2025 and beyond may look very different; we’ll have to wait and watch how the winners and losers pan out.