According to a new JD Power study, as battery electric vehicles (BEVs) become more mainstream, buyers of those vehicles concern themselves more with things like quality and cost of ownership—factors that have traditionally been top of mind to those shopping for a gas-powered car, truck, or SUV.
Additionally, the availability of public chargers—or lack thereof—causes the most dissatisfaction among EV owners. And it's getting worse.
Those are the main takeaways from the JD Power 2024 U.S. Electric Vehicle Experience (EVX) Ownership Study, which measures EV owner satisfaction across 10 factors. They include (in alphabetical order):
"Many products are hitting the mark and resonating with shoppers, but at the same time, the decline in satisfaction with public charging availability should serve as a warning because concern about access to public charging is a key reason many buyers currently reject BEVs. For EVs to reach their full potential, this issue needs to be resolved," said Brent Gruber, executive director of the EV practice at JD Power.
The findings of the 2024 EVX Ownership Study underscore a long-running concern among EV buyers: finding a convenient, operable public charger. According to the study, the situation is deteriorating, particularly for owners of non-Tesla vehicles. Indeed, data from the 2024 study shows that satisfaction with public charging among mass-market brand vehicles is 32 points lower than last year.
"The industry should view this lack of improvement as a critical issue that requires decisive action," Gruber said.
As is the case with JD Power's benchmark automotive studies measuring initial quality and long-term dependability, those factors are critical to the success of BEVs. "Quality and reliability are the most important drivers of a positive EV ownership experience," Gruber said. "As EVs extend to the broader market, minimizing problems will be key to meeting consumer expectations."
According to the 2024 EVX Ownership Study, mass-market brands are doing better regarding quality and reliability than their premium counterparts. Of the 14 rank-eligible mass-market models, 11 outperform the premium brand market average in total problems.
That's not to suggest that premium BEVs are entirely missing the mark with consumers. On the contrary. According to the study, satisfaction among owners of premium EVs averages 750, while satisfaction among mass-market EV owners averages 718.
Regarding BEVs, previous ownership experience has a positive effect on satisfaction. According to the 2024 EVX Ownership Study, a 28-point satisfaction gap exists between those who have previously owned a BEV and those new to it. Last year, the gap was only 14 points. Further, satisfaction has declined 16 points year-over-year among first-time EV buyers. The largest satisfaction gaps between the two groups relate to battery range and public charging availability.
Experienced BEV buyers are less likely than first-timers to regress to a plug-in hybrid vehicle (PHEV), a conventional hybrid, or one with an internal combustion engine (ICE) for their next purchase. According to the study, only 38 percent of previous BEV owners say they would consider a PHEV, compared to 48 percent of first-time BEV owners. Likewise, only 19 percent of experienced BEV owners say they would consider a hybrid or ICE vehicle, compared with 39 percent of first-timers.
Despite recent news headlines suggesting an industry shift from fully electric vehicles to more mainstream PHEVs, JD Power research suggests that might not be the most prudent move from an owner satisfaction perspective. According to the 2024 EVX Ownership Study, overall satisfaction with PHEVs is 629—much lower than premium BEVs (750) or mass-market BEVs (718).
"Plug-in hybrids may not be the simple solution to solving early issues with full battery electric vehicles," Gruber said. "Expected lower running costs is a top purchase reason for EVs, but satisfaction with the cost of ownership is much lower for plug-in hybrids. Plug-in hybrids retain the costs of maintaining a traditional powertrain yet without the benefit of the extended electric driving range found in full battery electric vehicles."
The BMW i4 (800 on a 1,000-point scale) ranks highest overall in the 2024 EVX Ownership Study and leads the Premium BEV segment. Two Rivian models—the R1T (789) and R1S (778)—rank second and third, respectively. The i4 performs particularly well in vehicle quality and reliability, outpacing its nearest segment competitor by over 60 points (on a 1,000-point scale) in that factor.
The Mini Cooper Electric ranks highest in the Mass-Market BEV segment for a second consecutive year, scoring 770. The Ford Mustang Mach-E (764) ranks second, while the Hyundai Ioniq 6 (759) ranks third. Like the i4, the Cooper Electric excels in vehicle quality and reliability.
As more new-car buyers switch to BEVs, traditional factors like quality and cost of ownership are becoming critical to satisfaction among BEV owners. However, a lack of public charging infrastructure threatens to hamper consumer adoption of EVs.
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Jeff Youngs has over 25 years of experience in the auto industry, including 19 years with JD Power in marketing and editorial management roles. He also spent nearly six years as a media relations pro with General Motors. As a freelance automotive journalist, his work has appeared on JDPower.com, CarGurus, Kelley Blue Book, Autotrader, Autolist, and iSeeCars.
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