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Research shows automakers still don’t advertise

Electric vehicles make a lot of sense in terms of practicality: cost of ownership and environmental advantages. But once you’re in one, everything changes.

As the results from JD Power’s Electric Vehicle Review Study in the US show, many US consumers still simply need to ride an electric vehicle.

The company, in research published Thursday, found that of those with no personal experience with electric vehicles, only 11% said they were “very likely” to consider a vehicle. electricity. For those who are merely tram passengers, the rate is “most likely” to double to 24%; and for those who have driven an EV, it has increased to 34%.

2022 Hyundai Ioniq 5 Limited AWD

2022 Hyundai Ioniq 5 Limited AWD

Automakers have yet to effectively disseminate electric vehicles to all who will be buyers. Power notes that nearly a third of those who reject electric vehicles simply because of a lack of information about them.

In the survey, the “most likely” portion of shoppers grew to 24%, up from 20% a year ago.

The study is based on 10,300 consumer responses from February to April 2022, and it looks at looking at EVs “by geography; demographic; experience and use the vehicle; lifestyle; and psychology. “

In addition, automakers also have the potential to make strides in attracting mass-market shoppers. JD Power found that 37% of luxury car owners say they are “very likely” to consider an EV for their next vehicle, compared with 21% for those who currently own premium vehicles. popular car model.

Teaser for Fisker Project PEAR coming in 2024

Teaser for Fisker Project PEAR coming in 2024

But the study also notes that owners of mass transit vehicles are showing “an increased interest in electric vehicles” compared with a year ago. Several affordable future models have been announced, such as $30,000 Chevrolet Equinox EV and $29,900 Fisker Pear Urban EVs.

Charging remains a significant barrier. The company notes that of those who say they’re unlikely to consider an EV, 34% don’t have access to charging at home or work. Likewise – and certainly related – 27% of homeowners are “very likely” to consider an electric vehicle, compared with just 17% of those renting. Luckily, select cities — like Seattle — are rolling out curbside toll solution that can help drive shoppers closer.

Ford Mustang Mach-E 2021

Ford Mustang Mach-E 2021

Highest electric vehicle sales in California, and Power confirmed that EV consideration remains the strongest in the West, with 31% of those in the region saying they are “very likely” to consider EVs. The company notes that the South topped the Northeast (26% to 22%), perhaps representing Tesla’s strengths in those states combined with fewer range concerns for those in those regions. warmer climates.

Surprisingly, the company also notes that “like heavy commuters, commuters are more likely to consider buying an electric vehicle than those who use their vehicle less.” It is possible that people who spend so much time on their way to work are simply more likely to not only notice trams on the highway, but to see how pronounced the advantages can be.

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