After a decline in overall satisfaction in 2024, owners of both premium and mass market battery electric vehicles (EVs) are expressing a change of sentiment this year, according to the J.D. Power 2025 U.S. Electric Vehicle Experience (EVX) Ownership Study.
Among the key finding of the study include mass market EV quality continues to outperform premium EV, owners have strong intent to stick with them for next vehicle purchase and there is uncertainty due to tax incentives being eliminated.
In the 2024 year-end retail sales data from J.D. Power, EVs reached a market share of 9.1 percent in 2024, up from 8.4 percent in 2023, fueled in part by a growing number of mass market EV models entering the market. BMW iX ranks highest overall and highest in the premium EV segment, followed by BMW i4 and Rivian R1S. Hyundai IONIQ 6 ranks highest in the mass market EV segment with Kia EV6 ranked second and Chevrolet Equinox EV third.
Buyer Education Key
The 5th U.S. EVX Ownership Study focuses on the crucial first year of ownership. The 2025 study includes 10 factors: accuracy of stated battery range; availability of public charging stations; battery range; cost of ownership; driving enjoyment; ease of charging at home; interior and exterior styling; safety and technology features; service experience; and vehicle quality and reliability.
The study found that 69 percent of first-time EV buyers received some form of education or training when buying their vehicle. However, when it comes to the specific education topics needed to optimize the ownership experience, the range goes from a high of 46 percent of first-time buyers who received education on how specific features work to a low of 12 percent who were provided with education for the total cost to own an EV.
“First-time EV buyers are receiving minimal education or training,” said Brent Gruber, executive director of the EV practice at J.D. Power in a statement released with the report. “Dealer and manufacturer representatives play the crucial role of front-line educators, but when it comes to EVs, the specific education needed to shorten the learning curve just isn’t happening often enough. The shortfall in buyer education is something we’re seeing with all brands.”
Mass Market Fueling Growth
The survey found owners of mass market EVs continue to experience fewer problems than do owners of premium EVs. Among the top 10 EV models with the fewest reported problems in the study, seven are in the mass market segment.
“In both segments, the two highest-ranked models in the index rankings are also the best-performing models in total quality,” Gruber said. “This illustrates the important link between vehicle quality and overall ownership satisfaction.”
That satisfaction is shown as 94 percent of EV owners are likely to consider purchasing another EV for their next vehicle, a rate that is also matched by first-time buyers. Gruber noted manufacturers should take note of the strong consumer commitment to EVs as the high rate of repurchase intent offers the ability to generate brand loyal customers if the experience is a positive one.
During the past several reports, the EV repurchase intent percentage has fluctuated very little, ranging between 94-97 percent. This year’s study also finds that only 12 percent of EV owners are likely to consider replacing their EV with an internal combustion engine (ICE)-powered vehicle during their next purchase.
“With five years of conducting this study and surveying thousands of EV owners, it’s apparent that once consumers enter the EV fold, they’re highly likely to remain committed to the technology,” Gruber said.
Market Uncertainty
The study was released as uncertainty given President Donald Trump’s signal to eliminate or reduce EV tax incentives and public charging infrastructure funding. President Trump has targeted the elimination the federal tax credit/rebate in the updates to the Inflation Reduction Act more than, and more than half of EV buyers cited tax credits as a reason for purchasing their vehicle, which is among the most influential purchase drivers.
As a result, J.D. Power is forecasting EV share of retail sales to remain flat in 2025.
“The elimination of EV tax incentives and public charging funding has the potential to affect two critical barriers to EV adoption: public charging availability and vehicle prices,” said Gruber. “This temporary slowdown in market share growth for EVs creates a unique challenge for the industry as manufacturers forge ahead with new vehicle introductions. The EV market will be faced with expanded product offerings and flat share, creating increased competition.”
