The notion that battery-electric vehicles (BEVs) are a fringe consumer buying choice is quickly disappearing. And as more EV models come to market, the basis for overall ownership satisfaction is shifting to more traditional criteria such as quality and styling, according to the JD Power 2023 U.S. Electric Vehicle Experience (EVX) Ownership Study. Clearly, consumers are starting to see EVs as a more mainstream option.
Photo: Ron Sessions
Electric-vehicle ownership is rising due to an influx of new model offerings. As such, the 2023 EVX Ownership Study shows an increase from 74 percent to 85 percent in 2022 in the rate of first-time EV ownership. According to the latest study, the percentage of first-time EV owners in the mass-market segment jumped to 89 percent from 67 percent in 2022.
The number of mass-market models has increased from six to 10 year over year, while the number of models in the premium segment has grown from four to five. According to the 2023 EVX Ownership Study, satisfaction among owners is high. Among mass-market EV owners, satisfaction averages 730 (on a 1,000-point score), while satisfaction among premium EV owners averages 756.
“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 JD 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 seek quality, reliability, driving enjoyment, safety, and technology features.”
The EVX Ownership Study sets the standard for benchmarking satisfaction with the critical attributes affecting the overall EV ownership experience. In the 2023 study, the Rivian R1T ranks highest overall, while the Mini Cooper Electric ranks highest among mass-market brands. Both models reflect a clear shift to traditional buying factors like design and performance instead of just “EV criteria,” such as electric range and access to charging infrastructure. This has been the case for the better part of the past 10 years.
The Rivian R1T ranks highest overall in the 2023 EVX Ownership Study with a satisfaction score of 794. Owners experience high levels of satisfaction with the electric truck’s driving experience and styling. The Mini Cooper Electric scores 782, heavily weighed by factors such as quality and reliability.
Key findings of the 2023 EVX Ownership Study include:
Infotainment is the biggest EV complaint: For a third consecutive year, mass-market EV owners cite infotainment as the most problematic category (19.2 problems experienced per 100 vehicles, or PP100). Among premium EV owners, the most problematic categories are squeaks and rattles (17.5 PP100) and the vehicle’s exterior (13.6 PP100).
Public charging satisfaction gap between premium and mass-market EVs: The largest gap in satisfaction between owners of premium and mass-market EVs is the availability of public charging. This is due in large part to Tesla and its network of Superchargers. Among premium EV owners, satisfaction with public charging availability is 589, while satisfaction among mass-market EV owners is just 341.
EV truck owners are more satisfied with towing: The 2023 EVX Ownership Study included questions specific to EV trucks for the first time. According to the study, satisfaction is higher among electric truck owners who have used their vehicle for towing (779) than those who have not (753).
First-time EV buyers have different expectations: Satisfaction among first-time EV buyers is higher than among veteran EV owners in only one category: vehicle quality and reliability, but only slightly—756 vs. 749. In the mass-market segment, the expectation of lower running costs and tax credits are the main reasons for purchase for more than two-thirds of first-time EV buyers.
The Rivian R1T electric pickup ranks highest overall and leads the Premium BEV segment, scoring 794. The Tesla Model 3 (759) ranks second. The Mini Cooper Electric ranks highest in the Mass-Market BEV segment, scoring 782. The Kia EV6 ranks second with a score of 762, and the Ford Mustang Mach-E (742) ranks third.
The EVX Ownership Study, now in its third year, focuses on a model’s first year of ownership. The overall ownership index score delineates between premium and mass-market segments. As in previous years, the 2023 EVX Ownership Study measures owner satisfaction with their EVs across 10 factors (in alphabetical order):
JD Power conducts the study in collaboration with PlugShare, a leading EV driver app maker and research firm. Survey respondents for the study include 7,073 owners of 2022 and 2023 model-year BEVs and plug-in hybrids (PHEVs). JD Power fielded the survey from August through December 2022.
“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.” This means the satisfaction gap between EVs and conventional cars may be shrinking.
Jessica Shea Choksey is an experienced writer in the automotive field. In addition to JDPower.com, she was a correspondent for PBS’s MotorWeek. Her work has also appeared in AutoTrader.
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