Aug 28 (Reuters) - U.S. electric vehicle (EV) sales are

expected to reach just 9% of the market this year, consulting

firm J.D. Power said in a report on Wednesday, lowering its

previous forecast of 12%.

The automotive consultant attributed the cut in sales

forecast to a slower-than-expected growth rate for the first

half of 2024 due to increased competition in the market for

gasoline-powered vehicle alternatives.

The revised forecast comes days after Ford Motor ( F ) said

it was scrapping a planned three-row electric SUV and pushing

back a new electric version of its best-selling pickup, the

F-150, as it focuses on cutting costs to stimulate demand.

Despite the near-term slowdown, the consulting firm said it

expects EV sales to reach 36% of the total U.S. retail market by

2030 and 58% by 2035.

"The current rate of slower-than-expected sales volume is

being driven by a combination of relatively near-term variables

that will fade as EV adoption continues to reach critical mass,"

J.D. Power said.

Ford, General Motors ( GM ) and other carmakers have also

delayed or canceled new electric models to avoid spending

heavily on vehicles that consumers are not buying as quickly as

anticipated.