Mass-market brands have fewer problems, but premium brands are making more of an impression overall with their owners
- A new U.S. J.D. Power study found electric-vehicle owners are becoming more satisfied with them
- Owners report fewer problems with mass-market BEVs than with premium ones, but premium brands had higher satisfaction overall
- BEV market share is up, but incentive and charging uncertainty could mean flat sales going forward
In the U.S., more than half of BEV buyers said tax credits were the prime reason for buying an electric vehicle; and due to that, J.D. Power said it expects the EV share of retail sales “to remain flat in 2025.” This will create a challenge for auto manufacturers that have ramped up their introduction of new electric vehicles.
The study surveys owners after their first year of ownership, focusing on battery range and the accuracy of the stated range; public charging station availability and ease of home charging; cost of ownership; driving enjoyment; interior and exterior styling; safety and technology features; service experience; and vehicle quality and reliability. It found that owners of mass-market (mainstream brand) BEVs experienced fewer problems with their vehicles than those who bought premium brands – although, overall, premium models had higher satisfaction scores than mass-market vehicles.
Last year’s study found the same thing, although the gap between them has narrowed. The 2024 study also found that owners of plug-in hybrids (PHEVs) were less satisfied with their vehicles than those who owned BEVs – but this year, only premium BEVs topped them. Those who bought premium PHEVs were happier with them than those who bought mass-market BEVs or mass-market PHEVs.
While public charging is still an issue, customer satisfaction is improving, especially with those who own mass-market BEVs who can now use the Tesla Supercharger network. The dealership experience is also varied, with 69% of first-time BEV buyers receiving some level of education or training from the dealer on their vehicles; but only 46% were told how certain features work, and just 12% were informed about the total cost of owning an EV.
That said, 94% of BEV owners are likely to consider buying another one, including first-time owners, which has remained consistent over the last several years; and only 12% would consider going back to gasoline next time.
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