Battery-electric price parity with internal combustion engines will be the tipping point that brings broad market acceptance for the emerging technology -- and that tipping point is closer than it may appear, said Reinhard Fischer, senior vice president for Volkswagen Group who heads strategy for VW brand in North America.

Fischer told Automotive News Europe sister publication Automotive News at the 2019 CAR Management Briefing Seminars in Michigan that Volkswagen's $50 billion global electric push will bring new scale to EV production, pushing down costs to a point where they reach parity with vehicles powered by internal combustion engines.

"We strongly believe that the tipping point is near, and that tipping point will be price equity" that will drive new consumers to BEVs, not just early adopters.
"Once you overcome the fear of something new, the EV is the better choice for you," he said.