top of page

The $7,500 U.S. Federal EV Tax Credit's End: A Q4 Sales Frenzy and Its Aftermath

  • EVHQ
  • Nov 7
  • 20 min read

So, the big $7,500 U.S. federal EV tax credit is officially over as of September 30, 2025. It's been a wild ride, with folks rushing to buy electric cars in the last quarter of 2025 to get that sweet deal before it disappeared. Now, everyone's wondering what happens next. Will sales tank? Will car companies change their game? It's a whole new ballgame for the auto industry, and we're going to break down what it all means.

Key Takeaways

  • The end of the $7,500 federal EV tax credit on September 30, 2025, triggered a major sales push in Q4 2025, with EVs hitting a record market share as consumers scrambled to claim the incentive.

  • Analysts predict a significant drop in EV demand and potential production cuts from automakers following the credit's expiration, leading to concerns about profitability without subsidies.

  • Major automakers like Tesla and GM are adopting different strategies, with Tesla focusing on AI and robotics, while GM is looking at affordability and hybrid options.

  • Record new vehicle prices, exacerbated by the loss of incentives and rising manufacturing costs, are making cars unaffordable for many consumers, pushing them towards the used car market.

  • The automotive industry faces a period of adjustment, requiring a re-evaluation of product strategies and a stronger focus on value propositions beyond just price to navigate the post-subsidy era.

The Federal EV Tax Credit's Final Push

Wow, what a rush it was leading up to the end of September! It felt like everyone was scrambling to get their hands on a new electric vehicle before that $7,500 federal tax credit disappeared. And honestly, who could blame them? That incentive was a pretty big deal for a lot of folks trying to make the switch.

Record EV Market Share Achieved

It turns out, all that urgency paid off. The third quarter of 2025 saw electric vehicles grab a record 10% of the entire U.S. auto market. That's a huge jump, showing just how much people were motivated by the tax credit. Automakers definitely saw the surge, with companies like Tesla and GM reporting some seriously impressive numbers. Tesla, for instance, delivered nearly half a million vehicles in that quarter alone. It was a clear sign that when the price is right, consumers are ready to embrace EVs.

Automaker Sales Surge Before Expiration

Manufacturers really leaned into the final push. They knew this was their moment to move metal, and they did. We saw big sales numbers across the board. For many buyers, that $7,500 was the deciding factor, helping them overcome the initial cost hurdle of going electric. It wasn't just a small bump; it was a full-on sprint to the finish line before the incentive vanished. This period really highlighted how much influence government incentives can have on consumer behavior and market trends.

Consumer Reliance on Incentives

This whole situation really makes you think about how much we rely on these kinds of financial nudges. Surveys showed that a massive majority of EV buyers, like 70-75% for some brands, said the tax credit was a primary reason for their purchase. It wasn't just a nice-to-have; for many, it was the make-or-break element. This dependence on subsidies raises some interesting questions about what happens next, now that the credit is gone. It's clear that for a significant portion of the market, affordability is still a major consideration when choosing an EV, and the federal tax credit played a huge role in making them accessible.

The end of the $7,500 federal EV tax credit marked a significant moment, driving a surge in sales as consumers rushed to take advantage of the incentive before its expiration. This created a temporary boom, but also underscored a potential future challenge: maintaining EV demand without substantial government support.

The Post-Credit Sales Hangover

Well, that was a rush, wasn't it? The end of the $7,500 federal EV tax credit definitely sent a jolt through the market in the last quarter. It felt like a bit of a frenzy, with everyone trying to snag that deal before it disappeared. Now that the dust has settled, though, we're starting to see the other side of that coin. It’s not exactly a surprise, but the market is definitely feeling the absence of that big incentive.

Predicted Sharp Decline in EV Demand

It was pretty much expected. When a significant chunk of money is taken off the table, demand tends to cool down. We're already seeing reports of electric vehicle sales taking a hit. It makes sense, really. For a lot of buyers, that tax credit wasn't just a nice bonus; it was the deciding factor. Without it, the sticker price of many EVs suddenly looks a lot less appealing, especially when compared to their gasoline-powered counterparts. This downturn in EV sales contributed to a reduction in overall dealer volumes for the month. It’s a tough pill to swallow after such a strong push.

Automakers Scale Back Production

So, what do car companies do when demand starts to drop? They tend to slow down production. It’s a pretty standard business move. If fewer people are buying, you don't want to be stuck with a ton of inventory sitting on the lot. We're hearing whispers that some manufacturers are already adjusting their output. This could mean fewer EVs rolling off assembly lines for a while. It's a tricky balance, trying to gauge just how much demand will fall and for how long. It’s too soon to really know, and it depends on the brand, but we’re starting to see that slowdown with brands like Volvo and VW. It's really complicated right now, and it’s very gray, so it’s hard for us to give consumers a clear picture.

Profit Margin Concerns for Manufacturers

This is where things get really interesting, and maybe a little worrying, for the companies making the cars. When you remove a big incentive like the tax credit, automakers often have to pick up some of that slack. They might try to offer their own discounts or deals to keep sales moving. But that eats into their profit margins. Suddenly, selling an EV isn't as profitable as it was when the government was helping foot part of the bill. This is especially true for models that were already on the edge of profitability. It's a whole new ballgame trying to make money on EVs without those subsidies. It's a situation where you have to watch inventory closely. Availability will likely become more limited, she said, adding that the great unknowns are when and to what degree this will happen.

The shift away from the federal tax credit means manufacturers need to find new ways to make their electric vehicles attractive. This could involve focusing on lower production costs, developing more affordable models, or highlighting other benefits beyond the initial purchase price. The market is definitely in a period of adjustment.
  • Reduced Sales Volume: Expect fewer EVs to be sold in the immediate aftermath of the credit's expiration. Electric vehicle sales experienced a significant decline in October.

  • Inventory Buildup: Dealerships might start seeing more EVs sitting on lots if demand doesn't pick up.

  • Pricing Adjustments: Manufacturers may need to re-evaluate pricing strategies or offer new incentives to stimulate interest. It is crucial to act quickly to take advantage of these tax credits before they are no longer available.

Divergent Strategies in a New Era

With the federal tax credit gone, automakers are charting different courses. It's not a one-size-fits-all situation anymore. Some are doubling down on advanced tech, while others are looking at more traditional approaches to keep sales moving.

Tesla's Focus on AI and Robotics

Tesla, never one to shy away from the future, is leaning heavily into artificial intelligence and robotics. They see these areas as the next big growth engines, potentially even more significant than electric vehicles themselves. Think self-driving technology, advanced manufacturing robots, and maybe even humanoid robots down the line. It's a bold bet that their innovations in these fields will drive future value and keep them ahead of the curve.

GM's Pivot to Affordability and Hybrids

General Motors, on the other hand, seems to be taking a more pragmatic approach. They're talking a lot about making EVs more affordable, which is a big deal for a lot of buyers. Plus, they're also putting more emphasis on hybrid vehicles. It's like a bridge for people who aren't quite ready to go fully electric yet but still want better fuel economy. This strategy acknowledges that not everyone can afford the latest, most expensive EVs, especially without those tax credits.

Navigating Profitability Without Subsidies

This shift away from subsidies means manufacturers really need to make their vehicles profitable on their own merits. It's a tough challenge when production costs are still high and consumer demand might waver. Companies are looking at:

  • Streamlining production: Making factories more efficient to cut costs.

  • Rethinking model lineups: Focusing on vehicles that are more popular and profitable.

  • Exploring new revenue streams: Thinking about software updates or subscription services that add value after the sale.

The automotive industry is at a crossroads. Without the artificial boost of tax credits, the real market forces of price, demand, and innovation are coming to the forefront. Companies that can adapt and offer compelling value, whether through technology or affordability, will likely be the ones to succeed.

It's going to be interesting to see which strategies pay off. The market for electric vehicles reached a record high in the last quarter, but with the US electric vehicle sales projected to drop significantly, these different paths are more important than ever.

Affordability Crisis in the Automotive Market

Record New Vehicle Prices Squeeze Consumers

So, the $7,500 tax credit is gone, and guess what? Car prices are still sky-high. It’s like the party ended, but the bill just kept getting bigger. We're seeing average new vehicle prices hit new records, pushing past the $50,000 mark. This isn't just a little bump; it's a significant jump that’s making it tough for a lot of people to even consider buying a new car. The mix of pricier EVs and general manufacturing cost increases means fewer options for the average buyer. It really feels like the market is shifting towards folks with deeper pockets.

Extended Loan Terms and Monthly Payments

To make these high prices work, car loans are getting longer. We're talking about loans stretching out seven years or even more. This means you might be paying for your car for longer than you've owned it. And even with these extended terms, monthly payments are still climbing. In the third quarter of 2025, the average monthly payment for a new car hit around $754. That's a big chunk of change every month, and it's forcing many people to rethink their car-buying plans. It's a tough spot to be in when your dream car is suddenly out of reach.

Shift Towards the Used Car Market

With new cars becoming so expensive, more and more people are turning to the used car market. This increased demand is, predictably, driving up prices for pre-owned vehicles too. It’s a bit of a domino effect: new cars get too expensive, so people buy used, which makes used cars more expensive, and on and on. This situation also means many folks are holding onto their current cars for much longer, hoping to avoid the high costs associated with buying something new or newer. It’s a cycle that’s making car ownership a bigger financial challenge for everyone.

The current pricing environment, influenced by factors like tariffs and the shift towards more expensive EV models, has created a noticeable gap. The segment of truly affordable new cars is shrinking, leaving many consumers with fewer choices or pushing them into longer, more costly financing arrangements. This trend is reshaping how people access personal transportation.

Here's a look at how average new vehicle prices have changed:

Quarter

Average New Vehicle Price

Q1 2025

$49,500

Q2 2025

$49,800

Q3 2025

$50,080

And here's how loan terms have stretched:

Quarter

Average Loan Term (Months)

Q1 2025

70

Q2 2025

71

Q3 2025

73

This whole situation is a big deal for the auto industry and for everyday people trying to get around. It’s clear that the days of easily affordable new cars are, at least for now, on pause. We'll have to see how manufacturers and consumers adapt to this new reality, but it's definitely a challenging time for car buyers looking for a good deal.

Industry Adjustments and Future Outlook

The auto industry is definitely in a weird spot right now. With the big federal EV tax credit gone, things are shifting, and car companies are scrambling to figure out their next move. It’s not just about making electric cars anymore; it’s about making them affordable and desirable without that government nudge. Manufacturers are going to have to get creative to keep sales up.

Re-evaluation of Product Strategies

Automakers are taking a hard look at what they're offering. Expect to see fewer niche models and more focus on what people actually want and can afford. This means rethinking everything from the types of vehicles produced to the features included. Some companies might even scale back their EV ambitions for now, focusing on more profitable segments or even bringing back some familiar gas-powered or hybrid options.

  • Streamlining model lineups to reduce complexity and cost.

  • Prioritizing vehicles with strong profit margins.

  • Investing in technologies that lower production costs for EVs.

  • Exploring new vehicle configurations to meet diverse consumer needs.

Emphasis on Value Propositions Beyond Price

Since the sticker price is getting higher for everyone, companies need to give people more reasons to buy their cars. This isn't just about horsepower or fancy tech anymore. It's about the whole package: reliability, lower running costs over time, and maybe even unique services tied to the car. Think about longer warranties, better fuel efficiency (even for gas cars), or software updates that keep the car feeling new for longer. It’s about showing people they’re getting a good deal, even if the initial cost is steep.

The September 2025 record-high average new car price of $50,080 is a stark reminder that affordability is a major hurdle. Companies that can offer genuine value, not just a low price tag, will stand out.

Potential for Market Segmentation

We might see the car market split into more distinct groups. There will likely be the premium segment, with high-end EVs and luxury vehicles, and then a separate, more budget-friendly segment, possibly dominated by used cars or simpler, more affordable new models. Companies will need to decide which part of the market they want to play in and tailor their products and marketing accordingly. This could mean some brands go all-in on luxury, while others focus on making basic transportation accessible. It's a complex time, and it's hard to say exactly how it will all shake out, but change is definitely in the air for the auto industry.

Regulatory and Policy Implications

Discussions on Future Incentive Structures

The expiration of the $7,500 federal EV tax credit at the end of September 2025 is a big deal, and it's definitely going to get lawmakers talking. With this major incentive gone, there's a real need to figure out what comes next to keep pushing electric vehicle adoption. We might see new ideas pop up, maybe focusing on different types of buyers or specific technologies. It's not just about keeping sales numbers up; it's about making sure the transition to cleaner cars works for everyone, not just those who can afford the higher upfront costs. The government might look at things like point-of-sale rebates instead of tax credits, or maybe incentives for used EVs to help more people get into the electric game. It's a complex puzzle, for sure.

Impact of Trade Policies on Manufacturing Costs

Tariffs on auto parts and even finished vehicles are a hot topic, and they're making cars more expensive for all of us. These tariffs add to the already high cost of manufacturing, especially for EVs which rely on complex global supply chains. Think about the batteries, the semiconductors – a lot of that comes from overseas. When tariffs hit, those costs get passed down to the consumer. It's a tricky situation because while tariffs are sometimes meant to protect domestic industries, they can also stifle innovation and make it harder for companies to produce affordable vehicles. This could lead to more companies rethinking where they source their parts or even where they build their factories. It's a constant balancing act between national interests and global trade realities.

Historical Parallels in Market Disruption

It's interesting to look back at how the auto industry has changed before. Remember when cars first replaced horse-drawn carriages? Or when mass production really took off? Those were huge shifts, and they weren't always smooth sailing. There were price bumps, new technologies to figure out, and it took time for cars to become something everyone could own. What we're seeing with EVs feels a bit like that. It's a big change, and there are growing pains. The current situation, with high prices and the end of subsidies, is another chapter in that long history of the auto industry adapting and evolving. It shows that major technological leaps often come with a period of adjustment before things settle into a new normal. The key will be how manufacturers and policymakers respond to these challenges to make EVs accessible and sustainable in the long run.

The Hybrid Alternative Gains Traction

With the federal EV tax credit winding down, a lot of folks are looking for alternatives, and guess what's stepping into the spotlight? Hybrids. It turns out, the transition to fully electric cars isn't as straightforward for everyone as some might have thought. Many consumers are finding hybrids to be a really comfortable middle ground, offering some of the benefits of electrification without the full commitment or range anxiety that can come with EVs. It’s like a bridge, you know? People are getting more used to the idea of electric power, but they're not quite ready to ditch gasoline entirely.

Consumer Comfort with Hybrid Technology

This isn't exactly a new technology, and that's part of its appeal. Hybrids have been around for a while, and they've proven themselves to be pretty reliable. That familiarity breeds a lot of comfort. People know what they're getting, and they've seen them perform well over the years. It’s not some brand-new, unproven thing. Plus, the performance is often better than people expect. You get that instant torque from the electric motor, making acceleration feel zippy, and then the gasoline engine kicks in when needed. It’s a pretty smooth experience.

  • Improved Fuel Efficiency: Hybrids consistently offer better gas mileage than their traditional counterparts, saving money at the pump.

  • Reduced Emissions: While not zero-emission like EVs, they produce fewer pollutants than standard gasoline cars.

  • Familiar Refueling: You can still fill up at any gas station, eliminating the need to plan charging stops.

  • Performance Boost: The electric motor provides extra power, leading to quicker acceleration.

Hybrids as a Bridge to Electric Vehicles

For many, hybrids are the perfect stepping stone. They allow drivers to experience electric power and regenerative braking without the need for dedicated charging infrastructure at home or on the road. Think about it: you get the benefits of electric driving for shorter trips, and the gasoline engine is there for longer journeys. This setup eases people into the idea of electrification, making the eventual jump to a full EV seem less daunting. It’s a way to get a taste of the future without fully committing to it just yet. This gradual approach seems to be working, as seen in the growing EV market share which still includes hybrids.

The current automotive landscape is seeing a significant shift. While the allure of fully electric vehicles remains strong for some, the practicalities and comfort offered by hybrid technology are drawing in a broader audience. This trend suggests that hybrids are not just a temporary solution but a vital part of the ongoing evolution towards more sustainable transportation.

Growing Sales Percentage for Hybrids

Look at the numbers, and it’s clear hybrids are gaining ground. Their market share has seen some serious growth lately. While EVs are still growing, hybrids are often transacting faster and sometimes with fewer discounts compared to both EVs and gas-only cars. This suggests a strong, steady demand. It’s not just a niche market anymore; hybrids are becoming a mainstream choice for a lot of people who want to go a bit greener but aren't quite ready for a full EV. This rise in popularity is happening even as the electric vehicle market itself is experiencing changes.

Manufacturer and Dealer Incentives

With the big federal tax credit gone, car companies and dealerships are really stepping up with their own deals to keep sales moving. It’s like a whole new ballgame out there for buyers, with lots of different ways to save money.

Aggressive Incentives to Build Demand

Automakers are rolling out a variety of offers, from low-interest financing to lease deals, trying to make up for the lost federal savings. You're seeing things like 0% financing for 60 months on popular models, which is a pretty sweet deal if you qualify. Some brands are even throwing in extras, like a free home charger installation with certain EV purchases. It feels like the days of big cash rebates might be over for now, but these other incentives are definitely helping to fill the gap and keep the showrooms busy. It's a clear sign they're trying to build demand for the cars they're making.

  • 0% Financing: Available on select models for extended periods, making monthly payments more manageable.

  • Lease Deals: Manufacturers are offering more attractive lease terms to get people into new vehicles.

  • Bundled Extras: Free charging equipment or installation can add significant value, especially for EV buyers.

  • Loyalty Programs: Some dealerships offer programs where service department spending can be applied to future vehicle purchases.

The shift away from the federal credit means manufacturers are taking more direct responsibility for incentivizing purchases. This allows for more tailored offers that can be adjusted quickly based on inventory and sales targets, a flexibility they didn't have when relying on a government program.

Impact on Profit Margins

These incentives, while great for consumers, do put pressure on the bottom line for both manufacturers and dealers. When you offer 0% financing or a free charger, that's money coming out of someone's pocket. It's a balancing act, trying to move metal without giving away the farm. Dealers are working hard to manage their inventory, especially with new models arriving, and these manufacturer incentives are a key tool in their arsenal. It's all about keeping those sales numbers up, even if the profit per car isn't quite what it used to be. We're seeing a lot of focus on volume right now.

Dealer Strategies for Inventory Turnover

Dealerships are getting creative to move cars off the lot. Beyond manufacturer-backed deals, they're looking at their own promotions and how they manage their stock. With inventory levels returning to more normal levels after years of shortages, getting cars sold quickly is a priority. This means aggressive pricing on used cars, especially those coming in as trade-ins, and making sure the sales team is motivated to close deals. Some dealerships are even running their own loyalty programs to encourage repeat business. It's a busy time for them, trying to keep the pipeline full and the sales flowing, especially as we head into the new year. The end of the federal tax credit on September 30, 2025, has certainly changed the landscape for auto dealers.

Shifting Consumer Preferences

It's interesting to see how what people want in a car is changing, especially now that the big federal tax credit is gone. We're not just talking about younger buyers anymore; it seems like everyone's looking at things a bit differently.

Younger Generations' Vehicle Choices

Younger folks, often defined as Millennials, are a huge part of the car market now, and they're not quite the same as older generations. They tend to do a lot of research online before even stepping into a dealership. They know what they want, and they expect dealers to meet those needs quickly.

  • They're less likely to stick with one brand for life, happy to try something new if a friend recommends it or if they see better value elsewhere.

  • Technology is a big draw – think smartphone integration, good infotainment systems, and apps like Apple CarPlay or Android Auto.

  • While fears that they'd avoid SUVs or opt for public transport proved unfounded, they are definitely more open to exploring different vehicle types and brands.

Increased Interest in Sedans

While SUVs and crossovers have been king for a while, there's a noticeable uptick in interest for sedans again, particularly smaller, more affordable models. It seems like the sheer size and price of many SUVs are pushing people back towards the practicality and lower cost of sedans.

The market is seeing a bit of a reset, with some buyers reconsidering their needs beyond just the trendiest vehicle. Affordability is creeping back into the conversation in a big way.

Familiarity Breeds Comfort with EVs

Even without the big tax credit, more people are getting comfortable with electric vehicles. It's not just about the environmental aspect anymore; the technology is improving, and more models are hitting the market.

Vehicle Type

Q4 2024 Sales (Est.)

Q1 2025 Sales (Est.)

Change

Battery Electric (BEV)

350,000

280,000

-20%

Plug-in Hybrid (PHEV)

150,000

140,000

-6.7%

Hybrid (HEV)

400,000

420,000

+5%

As you can see from the estimated sales figures, while pure EVs might see a dip without the incentive, hybrids and plug-in hybrids are holding their ground or even growing. This suggests that while the full electric leap is still a big step for many, the technology is becoming more familiar and accepted. People are starting to see EVs as a viable option, not just a niche product, and this familiarity is key for future EV adoption.

The Long-Term Impact on the Auto Industry

So, what does all this mean for the car business down the road? It feels like we're at a real turning point, you know? The days of just slapping a new engine in something and calling it a day are probably numbered. We're seeing a big push towards electric, but man, those prices are still pretty steep for a lot of folks. It's creating this weird split where only wealthier people can really afford the new green tech right now.

Inflection Point for Market Dynamics

This whole situation with the tax credit ending and prices hitting new highs isn't just a blip. It's a sign that the car market is changing in some big ways. Automakers have been pouring money into electric vehicles, and while sales got a nice boost from the credit, the real test is whether people will keep buying them when that help goes away. We might see a market where only the fancier, more expensive EVs do well, leaving regular buyers out in the cold. It's a tough spot for companies trying to make the switch without losing money.

Challenges in Making EVs Accessible

Making electric cars something everyone can buy is proving to be a lot harder than it looks. The average price for a new EV is still pretty high, even before you think about the expiring federal tax credit. This means that for many families, an EV is just out of reach. It's pushing people to either keep their older cars longer or look at the used car market, which then drives up prices there too. It's a bit of a cycle, and it's making things tough for the average buyer.

  • High Average EV Price: Over $58,000, making it a luxury for many.

  • Used Car Market Strain: Increased demand pushes prices up for pre-owned vehicles.

  • Extended Ownership: Consumers are holding onto their current cars for longer periods.

The current pricing environment, fueled by various factors including tariffs and the push for electrification, is forcing a serious rethink of how cars are made and sold. Manufacturers are going to have to get creative to make vehicles affordable again.

Polarization of the Automotive Market

What we're likely to see is a car market that's more divided than ever. On one side, you'll have the high-end, tech-filled EVs that only a few can afford. On the other, you'll have older, less expensive cars, and maybe a growing used market. It's going to be harder for the middle ground. Automakers that can figure out how to build and sell cheaper EVs, or offer really good value in other ways, will probably do the best. It's a big shift from how things used to be, and it’s going to take some time to see how it all shakes out. We're already seeing automakers concerned about plummeting EV market share without incentives, and that's just the start of it. The whole industry is definitely at a crossroads.

What's Next for EVs?

So, the big federal EV tax credit is gone for now. We saw a huge rush to buy cars before it ended, and now things are going to change. Automakers like Tesla and GM are already shifting gears, with some focusing on new tech and others on making cars more affordable. It's going to be interesting to see how this plays out. Will people still buy EVs without the discount? Probably, but maybe not as many, at least not right away. We might see more hybrids become popular as a middle ground. The next few months will tell us a lot about where the EV market is headed without that big government push.

Frequently Asked Questions

What was the $7,500 federal EV tax credit?

It was a discount from the U.S. government that helped people save money when they bought a new electric car. Many people rushed to buy cars before it ended on September 30, 2025.

Why did EV sales jump before the tax credit ended?

People wanted to get the $7,500 discount before it disappeared. This made lots of people buy electric cars in the last few months of September 2025.

What might happen to EV sales now that the tax credit is gone?

Some experts think fewer people will buy electric cars because the discount is no longer available. Sales could drop quite a bit after the credit ended.

Are car companies worried about sales after the tax credit ended?

Yes, some car makers are concerned. They might make fewer electric cars or offer special deals to encourage people to buy them.

What are car companies like Tesla and GM doing differently now?

Tesla is focusing on new technology like robots and AI to make cars cheaper to build. GM is looking at making more affordable cars and also selling hybrid vehicles.

Are new cars getting too expensive for most people?

Yes, new cars are very pricey right now. Many people can't afford them and have to look at used cars or keep their old cars longer.

Are hybrid cars becoming more popular?

Yes, hybrid cars, which use both gas and electricity, are gaining popularity. They are seen as a good step for people who aren't ready for a fully electric car yet.

Will car companies offer more deals on cars now?

Some car companies are already offering special deals and discounts to attract buyers, especially since the tax credit is gone. This might help move cars off the lots.

 
 
 

Comments

Rated 0 out of 5 stars.
No ratings yet

Add a rating
Electric Vehicles HQ Logo

Don't miss the fun.

Thanks for submitting!

bottom of page