JD Power, a consumer insights and analytics firm, has revealed its annual US Electric Vehicle Experience (EVX) Ownership Study, which considers not only a rise in consumer satisfaction with electric vehicles but also a shift away from categories like range and toward more traditional factors like vehicle design and quality.
The Rivian R1T received the best customer satisfaction rating among top-quality electric vehicles in its first year of funding, dethroning the Tesla Model 3 as the market leader in 2022.
The JD Power customer intelligence
JD Power is an American customer intelligence firm established in the late 1960s that uses big data and artificial intelligence to assess detailed consumer communication and trends in various industries, including automotive, financial services, healthcare, insurance, technology, and media.
Annually, the company publishes its US Electric Vehicle Experience (EVX) owner study, which evaluates customer satisfaction with the critical attributes that affect the whole or overall electric vehicle ownership experience.
The study has been conducted for the past two years through the EV driver app and research company PlugShare and has analyzed BEV and PHEV in both premium and mass market automotive sectors.
The Tesla model was JD Power’s flagship premium BEV for 2022, with the Kia Niro EV as the best-rated mass-market model.
Moreover, JD Power notes a new premium EV with the highest customer satisfaction this year, indicating a shift in factors most important to customers, such as towing.
Rivian R1T takes the JD Power premium crown
According to JD Power’s EVX Ownership Study 2023, the Rivian R1T and MINI Cooper electric have the highest owner satisfaction levels for premium and mass-market electric vehicles, respectively.
The R1T received the most points in seven of the study’s ten categories, totaling 794 points (out of 1,000). With 759 points, the Tesla Model 3 came in second.
The MINI Electric received 782 points, followed by the Kia EV6 (762) and the Mustang Mach-E (762).
According to JD Power, which conducts the survey every three years, client satisfaction for premium electric vehicles averages 756 points, while mass-market vehicles estimate at 730 points. Brent Gruber, executive director of JD Power’s EV practice, commented on this year’s results:
The EV landscape is changing rapidly, and newer models attract more mainstream first-time EV buyers. Recent vehicle launches from both new brands and traditional automakers have profoundly impacted what factors matter most to the driving experience. Today’s electric vehicle owners seek quality, reliability, driving pleasure, safety, and technological features
Brent Gruber, Executive Director of JD Power stated on EV practice
According to JD Power, squeaks and rattles are the top hindrances to customer satisfaction for premium EVs, while infotainment is the top concern for owners of mass-market BEVs for the third year in a row.
Owners of mass-market vehicles reported a much larger issue with the availability of public charging stations, as these EVs do not have access to Tesla’s Supercharger network but only for a short time.
Driving efficiency important for first-time BEV buyers
In addition to the debut of the Rivian R1T, several fully electric trucks were introduced last year. Customer satisfaction reflected surprisingly favorable feedback for those who used its all-electric towing capabilities.
Range satisfaction was also higher among those who towed trailers than those who did not, indicating that approximated range precision met consumer expectations.
First-time BEV ownership is up 11% from 2022, and mass-market EVs outperform premium models.
Lowered operating costs and tax credits are the top reasons for these customers to buy their first electric vehicle while driving efficiency is the top reason for first-time buyers of premium BEVS.
According to JD Power, the study’s consumers included 7,073 owners of BEVs and PHEVs from model years 2022 and 2023 who were surveyed between August and December 2022.
