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- American interest in EVs stays consistent as market matures — J.D. Power
American interest in EVs stays consistent as market matures — J.D. Power
“Despite the market volatility, EVs have found a solid ground for consumer consideration,” said J.D. Power’s Brent Gruber. (2 min. read)
Marcus Amick
May 16, 2025
It’s clear that all the noise surrounding car buyers losing interest in EVs is just that—a lot of noise.
The details: J.D. Power’s U.S. Electric Vehicle Consideration (EVC) study further confirms that despite the perception that electric vehicles are losing their appeal, consumer demand for EVs has remained steady, not declined as many think.
24% of vehicle shoppers say they are “very likely” to consider purchasing an EV and 35% say they are “somewhat likely,” both of which remain unchanged from a year ago.
EV shoppers who say they are “very likely” to consider an EV cross-shop an average of 2.9 brands, while those who say they are “somewhat likely” shop an average of 2.8 brands.
What they’re saying: “Despite the market volatility, EVs have found a solid ground for consumer consideration. To further capitalize on that interest and spur adoption moving forward, the industry needs to have products that meet consumer needs and wants at prices that are affordable,” said Brent Gruber, executive director of the EV practice at J.D. Power.
Why it matters: The data suggests the EV market is far from collapsing, but it is transitioning into a more mature phase where consumer expectations are sharper and more defined.
Between the lines: The availability of charging stations remains a top concern, with 52% of car shoppers noting it as the reason they’d pass on an EV. On the other hand, consumer push back due to pricing has dropped 4 percentage points year over year to 43%, with cost of ownership decreasing two percentage points to 33%.
Bottom line: While J.D. Power’s data shows that consumer interest in EVs remains consistent, the policy landscape is becoming more uncertain. If federal tax credits are rolled back or eliminated, as proposed in a new GOP bill, it could reduce consumer affordability, and shift more responsibility onto retailers to maintain demand.
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