The latest study of JD Power demonstrated how the electric vehicle space is rapidly growing, and customers’ preferences toward EV types are shifting.
“The electric vehicle landscape is changing quickly, and newer models are bringing in more mainstream, first-time EV buyers.”
Brent Gruber, executive director of the EV practice at JD Power
He was speaking about the findings of the JD Power 2023 US Electric Vehicle Experience (EVX) Ownership Study, published at the end of February. Notably, the study was commissioned by JD Power and conducted by EVX Research.
Based on the EVX Ownership Study findings, the Rivian R1T is the winner in the premium category for electric vehicles in the United States. At the same time, MINI Cooper Electric is the winner in the mass-market category.
Rivian R1T scored high on a satisfaction scale
CleanTechnican reports that on the user satisfaction scale, the Rivian R1T scored 794 out of 1000 points. The R1T was awarded the prize in the first year it was eligible for the study.
There is a difference of forty points between it and the Tesla Model 3 (759), which came in second place in this category.
“Owners have high levels of satisfaction with the driving enjoyment and interior/exterior styling factors.”
JD Power 2023 US Electric Vehicle Experience (EVX) Ownership Study
With a score of 782 out of 1000, MINI Cooper Electric achieves the highest ranking in the mass market category. It is evidenced by the highest satisfaction ratings of any electric vehicle model in the study’s highest-weighted index factor, concerned with reliability and quality.
The Kia EV6 (762) comes in at number two, followed by the Ford Mustang Mach-E (742) in third place.
“Recent vehicle launches from both new brands and traditional automakers have profoundly affected what factors are most important in the ownership experience. Today’s EV owners are looking for quality, reliability, driving enjoyment, safety, and technology features.”
Brent Gruber, executive director of the EV practice at JD Power
New owner’s satisfaction level
The study also concluded that more consumers lean toward owning electric vehicles (EVs) instead of internal combustion engine (ICE) vehicles when selecting a vehicle.
The number of the new product portfolio is luring new owners faster, as evidenced by the percentage of first-time BEV owners in the market increased to 89% from 67% in the previous year.
Moreover, the most critical finding is that first-time BEV owners report higher satisfaction with their vehicles’ overall quality and dependability. It is in comparison with those who currently own BEVs. This study also has some bearing on the quantum leaps in developing modern technology (software, interior comforts, drivetrain, and battery).
“The EV marketplace is dynamic, and the important factors that manufacturers need to watch will vary based on their history and experience. First-time EV buyers who are more mainstream will compare their EV’s build quality to what they know about gas-powered vehicles.”
Brent Gruber, executive director of the EV practice at JD Power
Indeed, government incentives can greatly influence customers to adopt electric vehicles. This transportation technology is also way more advanced than those traditional cars.
“In the mass market segment, 68% of first-time BEV owners say that expected lower running costs and tax credits/incentives were the primary reasons for purchase while driving performance is the most frequently cited purchase reason (75%) among first-time premium BEV owners.”
JD Power 2023 US Electric Vehicle Experience (EVX) Ownership Study
Additional significant findings
The accessibility of public charging stations differentiates between the mass and premium markets. Its perception is influenced by Tesla’s extensive network of charging stations.
The level of satisfaction with the availability of public charging stations is 589 among owners of premium BEVs, while the level of satisfaction among owners of mass market BEVs is 341.
EV truck owners who have towed their vehicles report higher levels of satisfaction. It could be because towing with an EV truck requires only moderate effort, and expectations should be realistic.
Compared to owners who have not used their vehicle for towing (779), those who own EV trucks and have towed with their vehicle report a higher overall satisfaction level (753). It can be broken down into satisfaction with driving range, which is higher among owners who have towed (635), and satisfaction with the precision of mentioned range (707 vs. 680, respectively).
Truck manufacturers who consciously interact with the impact of towing on the range, similar to how they do with gas mileage, appear to help set owner expectations.
JD Power EVX study
The JD Power EVX study was conducted with PlugShare, recognized as the most prominent developer and research organization of EV driver apps.
EVX is the gold standard for measuring the satisfaction level associated with an electric vehicle’s ownership. It is accomplished by utilizing essential characteristics influencing the total or overall score for BEV and PHEV. The survey received responses from over 7,000 people in the United States.
The study covered award-eligible models in the premium market, which have increased from four to five over a year. Meanwhile, award-eligible mass-market models have almost doubled (from six to 10).
Average owner satisfaction for premium EVs is 756, while average owner satisfaction for mass market EVs is 730.
“The overall EVX ownership index score measures electric vehicle owner satisfaction in both premium and mass market segments. The 2023 study includes ten factors (in alphabetical order): 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.”
JD Powers
