For many American motorists, buying a plug-based electric vehicle requires a “leap of faith,” but one that is largely paying off, according to a new survey of BEV owners by J.D. Power.
New owners may still experience some unpleasant surprises, such as more limited range than they might expect. But there are other benefits that lead both new owners and EV “veterans” to report high levels of satisfaction, Power’s 2022 U.S. Electric Vehicle Experience Ownership Study reveals.
“Making the initial leap of faith into owning a BEV is proving to be very satisfying,” said Brent Gruber, senior director of global automotive at J.D. Power. “We know from our research that many consumers have concerns during the purchase consideration process with aspects like battery range and vehicle charging. However, once someone has purchased an EV, they’re pretty much hooked.”
Newbies and veterans are both pleased
The annual study, known inside the consulting firm as the EVX, asked owners about their experiences with both plug-in hybrids and pure battery-electric vehicles, or PHEVs and BEVs.
Its findings reveal that there’s only a small gap between the levels of satisfaction reported by veteran EV owners compared to “newbies.” Longtime owners gave their experience an average score of 766 out of 1,000 possible points. Those just getting into the electric vehicle market averaged a score of 754 points.
A deeper dive into the data did reveal some differences between the two groups. New owners delivered higher scores for their service experience, “driving enjoyment,” and styling. Veterans were more satisfied with the range they get, as well as the accuracy of the range gauges in their vehicles.
The differences could reflect a variety of factors. Early EV adopters tended to be driven more by environmental concerns and more willing to accept sacrifices, such as range and slow charging times. By comparison, industry studies find new buyers are more likely to think of EVs as acceptable alternatives to conventional vehicles — but less willing to accept limited range, long charging times and weak performance.
A flood of new products
The good news is that the market is seeing a flood of new all-electric models rolling into showrooms. As TheDetroitBureau.com recently reported, more than 50 BEVs will be available in the U.S. by the end of 2022, a nearly 400% year-over-year increase. There’s also growth on the plug-in hybrid side, though not quite to the same degree. All the new products cover a broader range of product niches, deliver generally better range, improved performance and, in many cases, quicker charging.
“The new BEVs from traditional brands are helping to attract even more first-time buyers, said Gruber. “What will keep first-time owners coming back to buy another BEV is the compelling experience with the safety and technology features, lower service and maintenance costs, and pure driving enjoyment.”
Not surprisingly, the higher owners rate their satisfaction the more likely they are to say they will buy another EV. That reaches 96% of those who gave a score of 900 points or more. And 62% of those will stick with the same brand. The lower an owner’s overall satisfaction, however, the more likely they are to want to switch brands the next time they’re in the market.
Range matters but so do incentives
The EVX study finds a close correlation between range and owner satisfaction.
It also finds buyers more satisfied when they find incentives easy to get. Currently, the federal government offers up to $7,500 in tax credits for qualified EV buyers — though sales caps mean the incentives have phased out for several brands, notably Tesla and General Motors. Congress is debating expanding the program and raising the givebacks to as much as $12,500, but the proposal is currently stalled.
The study did raise some flags about quality and reliability, especially when it comes to infotainment and other high-tech systems — though owners also identified issues with classic problems like exterior fit-and-finish, as well as squeaks and rattles. And the degree of trouble varied widely by manufacturer.
Tesla, Kia and Ford lead the way
Tesla often has been faulted for its quality issues. But that did little to impact owner satisfaction. The upstart automaker’s Model 3 was the highest-ranked product in the entire EVX study, and number one in the premium segment, with a score of 777 points. The Tesla Model Y came in a close second at 770 points.
The Kia Niro was the top-ranked “mainstream” product, with a score of 744 points, while the Ford Mustang Mach-E came in second, at 741 points.
The Electric Vehicle Experience Ownership Study was conducted between October and November last year and included responses from 8,122 owners of both PHEVs and BEVs from the 2016 to 2022 model years.
