The electric car market is slowing down, with a drop in sales in 2024. This decline can be partly explained by prices that remain too high: an average of €36,800 for a segment B electric vehicle. In addition, a combination of macroeconomic factors, technological and political disruptions, including the reduction of public subsidies, is contributing to the slowdown. This conference will address these major challenges and explore possible options to accelerate the transition to affordable electric mobility. On this occasion, a BCG study will be exclusively unveiled, focusing on strategies that automakers can adopt to attract a new wave of consumers and meet their expectations.