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As more battery electric vehicle (BEV) models become available for purchase, owners’ satisfaction with their overall experience is shifting to more traditional factors such as quality and styling. According to the J.D. Power 2023 U.S. Electric Vehicle Experience (EVX) Ownership StudySM released today, the shift is most evident in the respective premium and mass market segment award recipients, Rivian R1T and MINI Cooper Electric.
“The electric vehicle landscape is changing quickly, and newer models are bringing in more mainstream, first-time EV buyers,” said Brent Gruber, executive director of the EV practice at J.D. Power. “Recent vehicle launches from both new brands and traditional automakers have had a profound effect on what factors are most important in the ownership experience. Today’s EV owners are looking for quality, reliability, driving enjoyment, safety and technology features.”
Key Findings
- Differences notable between premium and mass market segments:
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For a third consecutive year, owners of mass market BEVs cite infotainment as the most problematic category (19.2 problems experienced per 100 vehicles, or PP100). Among premium BEV owners, the most problematic categories are squeaks and rattles (17.5 PP100) and exterior (13.6 PP100). The largest gap in satisfaction between owners of premium and mass market BEVs is availability of public charging, which is greatly influenced by the Tesla network of chargers. Among premium BEV owners, satisfaction with public charging availability is 589, while satisfaction among mass market BEV owners is 341. “The EV marketplace is dynamic and the important factors that manufacturers need to watch will vary based on their history and experience,” Gruber said. “First-time EV buyers who are more mainstream will compare their EV’s build quality to what they know about gas-powered vehicles.”
- Towing more satisfying for EV truck owners:
New to the study this year are survey questions specific to EV trucks regarding towing. Interestingly, satisfaction is higher among EV truck owners who have used their vehicle for towing (779) than among owners who have not towed (753). Satisfaction with driving range is higher among owners who have towed (635) than among those who have not towed (617), and satisfaction with accuracy of stated range also is higher (707 vs. 680, respectively). Truck manufacturers that proactively communicate the effect that towing has on range—like they do with gas mileage—seems to help set owner expectations.
- Changing landscape of first-time BEV owners:
The study shows an increase of 11 percentage points from 2022 in the rate of first-time BEV ownership, rising to 85% from 74%. However, with a host of new product offerings, the mass market BEV segment is attracting new owners at a more rapid rate, as the percentage of first-time BEV owners in the segment jumped to 89% from 67% in 2022. While more vehicle shoppers are being drawn to EV ownership, satisfaction among first-time BEV owners is higher than among veteran BEV owners in only one category: vehicle quality and reliability (756 vs. 749, respectively). In the mass market segment, 68% of first-time BEV owners say that expected lower running costs and tax credits/incentives were the primary reasons for purchase, while driving performance is the most frequently cited purchase reason (75%) among first-time premium BEV owners.
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn.
He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe.
Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap.
AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks.
Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.
US Electric Vehicle Satisfaction Shifting to Quality, Styling
Click for more information.
As more battery electric vehicle (BEV) models become available for purchase, owners’ satisfaction with their overall experience is shifting to more traditional factors such as quality and styling. According to the J.D. Power 2023 U.S. Electric Vehicle Experience (EVX) Ownership StudySM released today, the shift is most evident in the respective premium and mass market segment award recipients, Rivian R1T and MINI Cooper Electric.
“The electric vehicle landscape is changing quickly, and newer models are bringing in more mainstream, first-time EV buyers,” said Brent Gruber, executive director of the EV practice at J.D. Power. “Recent vehicle launches from both new brands and traditional automakers have had a profound effect on what factors are most important in the ownership experience. Today’s EV owners are looking for quality, reliability, driving enjoyment, safety and technology features.”
Key Findings
Click for more information.
For a third consecutive year, owners of mass market BEVs cite infotainment as the most problematic category (19.2 problems experienced per 100 vehicles, or PP100). Among premium BEV owners, the most problematic categories are squeaks and rattles (17.5 PP100) and exterior (13.6 PP100). The largest gap in satisfaction between owners of premium and mass market BEVs is availability of public charging, which is greatly influenced by the Tesla network of chargers. Among premium BEV owners, satisfaction with public charging availability is 589, while satisfaction among mass market BEV owners is 341. “The EV marketplace is dynamic and the important factors that manufacturers need to watch will vary based on their history and experience,” Gruber said. “First-time EV buyers who are more mainstream will compare their EV’s build quality to what they know about gas-powered vehicles.”
New to the study this year are survey questions specific to EV trucks regarding towing. Interestingly, satisfaction is higher among EV truck owners who have used their vehicle for towing (779) than among owners who have not towed (753). Satisfaction with driving range is higher among owners who have towed (635) than among those who have not towed (617), and satisfaction with accuracy of stated range also is higher (707 vs. 680, respectively). Truck manufacturers that proactively communicate the effect that towing has on range—like they do with gas mileage—seems to help set owner expectations.
The study shows an increase of 11 percentage points from 2022 in the rate of first-time BEV ownership, rising to 85% from 74%. However, with a host of new product offerings, the mass market BEV segment is attracting new owners at a more rapid rate, as the percentage of first-time BEV owners in the segment jumped to 89% from 67% in 2022. While more vehicle shoppers are being drawn to EV ownership, satisfaction among first-time BEV owners is higher than among veteran BEV owners in only one category: vehicle quality and reliability (756 vs. 749, respectively). In the mass market segment, 68% of first-time BEV owners say that expected lower running costs and tax credits/incentives were the primary reasons for purchase, while driving performance is the most frequently cited purchase reason (75%) among first-time premium BEV owners.
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn. He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe. Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap. AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks. Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.