CA Electric Vehicle Consideration (EVC) Study
See What Drives—and Discourages—EV Interest
The Canada Electric Vehicle Consideration (EVC) Study measures how likely new-vehicle shoppers are to consider a battery electric vehicle (BEV), or plug-in hybrid (PHEV). It identifies the motivations, concerns and market shifts shaping EV shopper behavior—and reveals what brands must do to convert interest into action.
What It Measures
A Complete View of EV Shopper Sentiment
Evaluates upper-funnel EV decision drivers across four core dimensions:
• Awareness and familiarity
• Cross-shopping behavior
• Perceived barriers (range, price, charging, etc.)
• Information gaps and misconceptions
Tracks:
• Demographic and psychographic profiles
• Monthly and annual shifts in EV consideration
How It Works
How the Electric Vehicle Consideration (EVC) Study Works
• Combines quantitative and attitudinal survey data from new-vehicle shoppers
• Measures willingness to consider EVs and the reasons behind it
• Captures shifts in sentiment following market changes or policy updates
• Provides a comprehensive benchmark of upper-funnel EV readiness
Core Strengths
Clearer Demand Signals, Better Targeting
• Reveals the messages, incentives and attributes that increase EV interest
• Helps OEMs evaluate if consumer interest aligns with EV investment
• Supports marketing teams in addressing top deterrents to EV adoption
• Enables ongoing trend tracking through Monthly Pulse reporting
Business Impact
Improve Targeting, Increase Consideration
• Aligns EV strategies with real consumer sentiment
• Reduces wasted marketing spend with precise audience targeting
• Strengthens collaboration with utilities and policymakers
• Supports proactive adjustments based on monthly annual shifts in consideration
Key Dates
2026
Fielding: March — April 2026
Publish: May 27, 2026
Press Release: May 28, 2026
Press Release & Award Information
JD Power issues a national press release highlighting key findings and top-to-bottom rankings from the study. The brand(s) that rank highest in each award-eligible segment and meet predetermined award criteria will have the opportunity to enter into a licensing agreement through the JD Power Awards Program, which requires subscribing to the study as a prerequisite. Entering into a licensing agreement provides top-ranked brands with the valuable opportunity to market their award-winning performance. As the trusted symbol of excellence, JD Power Awards enhance brand perceptions, drive consumer preference, and differentiate awarded brands in competitive marketplaces.
Designed for EV Strategy, Marketing, and Policy Teams
• OEM marketing and brand strategy leaders
• Utility providers
• Government and transportation agencies shaping EV policy
Insights Available at a Touch of a Button
Subscribers have full access to benchmark reporting, competitor analysis, and more with PowerSource.
