Cost to enter is obviously an issue, but EVs don't have to be cheaper than ICE vehicles to be more appealing. Different people place different values on future money vs current money, but only the extremely stupid/incompetent place zero value on future money. If a car saves you $20k over it's lifetime you might only be willing to pay an extra $10k for that. If you are particularly short sighted you might only pay $5k. People who don't qualify for a ~$30k car loan are probably shouldn't buy a new car anyway.