Consumer Interest in Electric Vehicles Remains Steady in Uncertain Economic Climate

Electric Vehicles in the U.S.: Resilient Interest Despite Economic Headwinds

J.D. Power, a renowned global leader in customer satisfaction research and consulting, unveiled the findings of its 2025 U.S. Electric Vehicle Consideration (EVC) Study on May 15, 2025. This study sheds light on consumer attitudes toward electric vehicles (EVs) in the current context of economic fluctuations that may impact the automotive industry.

Despite the turbulent economic environment that casts shadows over the future of the EV market, the consumer demand for electric vehicles remains remarkably stable. An impressive 24% of respondents considering new vehicle purchases expressed a "very high" likelihood of choosing an EV, while 35% acknowledged that they are "somewhat considering" the option, reflecting no significant change from last year’s results.

Key Findings from the 2025 Study

Diverse Brand Comparison Among Prospective EV Buyers

One noteworthy trend from the survey is that potential EV buyers are actively comparing multiple brands. Those who indicated a "very high" intent to purchase EVs examined an average of 2.9 different brands, whereas those "somewhat considering" an EV looked at around 2.8 brands. This is indicative of a broader trend observed in the "2025 U.S. Automotive Sales Customer Satisfaction (SSI) Study", where EV shoppers tend to explore three brands on average, compared to 2.5 among gasoline vehicle buyers. As the market continues to expand with more EV options, this behavior presents a great opportunity for manufacturers to attract consumers beyond their own brand offerings. The study also reveals that potential EV buyers show interest in both mass-market and premium brand models, suggesting opportunities to capture consumer attention with previously overlooked brands and models.

Diminishing Concerns Over Price and Maintenance, Yet Charging Infrastructure Remains a Hurdle

While apprehensions regarding the purchasing price and maintenance costs of EVs have decreased significantly—falling to 43% and 33% respectively—the primary deterrent for many remains the lack of sufficient charging infrastructure. Remarkably, 52% of potential new car buyers cited inadequate charging options as a reason for not considering an electric vehicle. This ongoing concern, coupled with stagnant interest levels surrounding EVs, points to an urgent need for heightened consumer education on these issues.

Younger Consumers Show Interest, but Economic Barriers Persist

Interestingly, the study notes a distinct divide in interest levels by age and income. Among respondents aged 25 to 49, only 17% reported an annual income of over $100,000, indicating that while younger individuals demonstrate the highest interest in EVs, financial constraints may limit their purchasing capabilities. Conversely, older consumers tend to have more financial flexibility but show less enthusiasm for EVs. The rise of mass-market EV brands provides insights into the potential demand for more affordable options in the market.

Regional Variations in EV Consideration

Regional analysis highlights a notable lack of interest in electric vehicles in parts of the Midwest. States like Wisconsin and Kentucky reported that only 18% of respondents expressed a "very high" interest level in purchasing an EV, with figures even lower in Minnesota (17%) and Ohio (16%). Factors such as concerns over EV performance in colder climates and robust brand loyalty to traditional automakers appear to play a significant role in these regional trends.

Expert Commentary

Brent Gruber, Executive Director of the EV division at J.D. Power, remarked, “Despite fluctuations in the market, EVs are establishing themselves as a steadfast choice for consumers. It’s essential to enhance consumer awareness and provide products that align with their needs at accessible price points to foster greater adoption. Effective educational initiatives addressing consumer fears about EV ownership can also significantly diminish concerns, particularly regarding public charging.”

Survey Overview

The J.D. Power 2025 U.S. Electric Vehicle Consideration Study surveyed consumers actively considering the purchase of a new vehicle (including leases) within the next 12 months, focusing specifically on electric vehicles (EVs).

- Study Period: January to April 2025
- Methodology: Online survey
- Sample Size: 8,164 respondents

For deeper insights into the study, including charts and data, refer to the original release here.

About J.D. Power

Founded in 1968 and headquartered in the United States, J.D. Power is an international marketing research company specializing in automotive data and analytics. They provide industry intelligence, consumer insights, and advisory solutions across key industries. Combining extensive proprietary datasets with advanced analytics and AI tools, J.D. Power aids clients in optimizing business performance. For more information about their services, please visit J.D. Power Japan.