- 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
Those who own battery electric vehicles (BEVs) are becoming more satisfied with them, but uncertainties about charging infrastructure and incentives are creating some slowdown in the market. That’s the conclusion of the new J.D. Power 2025 U.S. Electric Vehicle Experience Ownership Study, which found that BEVs hit 9.1% of market share in 2024, up from 8.4% in 2023, partly because a number of new models hit the showrooms. Among individual models, the BMW iX led premium brands, while the Hyundai Ioniq 6 was tops among mass-market.
That’s a U.S. study with no comparable Canadian figures right now. That uncertainty, according to J.D. Power, is due to Trump’s administration indicating that it intends to eliminate or reduce EV tax incentives, as well as funding for public infrastructure – despite the fact, oddly enough, that Trump’s apparently-closest-advisor heads up Tesla. In Canada, some “green” rebates have also been reduced or “paused” recently, including the federal incentive of up to $5,000 for electric vehicles.
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.
Among premium brands, the BMW iX ranked highest for customer satisfaction, followed in order by the BMW i4, Rivian R1S, Tesla Model 3, and Polestar 2, all of which ranked above the segment average. Those below it, in order, were the Tesla Model Y, Audi Q8 e-tron, and Cadillac Lyriq.
For mass-market brands, the top model was the Hyundai Ioniq 6, followed by the Kia EV6, Chevrolet Equinox EV, and Hyundai Ioniq 5, all above the segment average. Those below it were the Chevrolet Blazer EV, Kia EV9, Hyundai Kona EV, Ford Mustang Mach-E, Subaru Solterra, Kia Niro EV, Honda Prologue, and Volkswagen ID.4.
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