EXECUTIVE DASHBOARD
Your high-voltage overview of the current EV landscape
Range anxiety and battery life continue to be the primary concerns when purchasing an EV, more so than price.
Tesla’s brand reputation has suffered. This applies not only to purchase intent but also to the perception that the brand is safe, family-friendly, and trustworthy.
Honda, Chevrolet, and Ford are best positioned to benefit from Tesla’s stumbles.
Lucid, Rivian, and VinFast remain relatively unknown, although they are more familiar among higher-income cohorts.
ABOUT EVIR & METHODOLOGY
The Electric Vehicle Intelligence Report tracks actionable insights on consumer attitudes, trends, and perceptions across the evolving U.S. EV landscape. Our proprietary research methodology delivers real-time insights into how people are thinking about the future of driving.
EVIR surveyed more than 8,000 U.S. consumers, weighted by education, race, gender, age, income, and geography, to uncover the truths behind what’s powering or stalling the EV transition.
THE LONG HAUL: TRENDS TO WATCH
What to watch in the fast-moving market of electric vehicles, and where the data is going
Are EVs commoditizing? As practical measures such as cost and range overtake style, technology, and other value-based factors in consumer consideration of EV purchases, will EVs become commoditized in the wider automotive market, or will they remain a distinct market category with their own consumer base?
Can Tesla course-correct? A significant portion of the EV consumer and potential consumer base is being alienated from the Tesla brand, with negative perceptions growing faster than positive perceptions and key metrics on trust and safety in worrisome territory. Can the market leader turn things around?
Can Honda capitalize? Honda leads consumer EV perceptions in brand positivity, trust, safety, and family-friendliness; however, their individual models lag this chart-topping performance in terms of purchase intent and market share. Will they find a way to translate a winning brand into real sales?
Will another dedicated EV manufacturer break out? Electric car manufacturers aside, Lucid, Rivian, and VinFast are still struggling for wider consumer recognition. Can any of them break out into the wider market, or will they be crowded out by major multinationals?
THE FAST LANE: ELECTRIC VEHICLE MARKET INSIGHTS
A summary of the data on perceptions of the top brands in the EV market
The 0-to-60 Takeaways
- EV purchase intent is driven primarily by practical considerations such as gas savings, as well as home charging, reliability, and government incentives. Climate and environmental impact also rank high, while EV styling, impressiveness, and community perception rank low as motivations.
- Range, charging availability, and price are the primary concerns for consumers when purchasing an EV.
- Honda, BMW, and Chevrolet emerge as the most favorably viewed EV brands among mainstream consumers.
- Porsche, Honda, and BMW are the most trusted brands among consumers, while Tesla ranks lowest in trust among the EV brands tested.
- Consumers believe that Honda, Nissan, and Chevrolet are the safest EV brands on the market. However, among EV owners, BMW replaces Chevrolet in the top three for safety. Tesla ranks second to last on safety, only ahead of VinFast.
- Honda, Chevrolet, and Ford are considered the most “family-friendly” EV brands, while Porsche and VinFast are viewed as the least. Among current EV owners, Honda tops the list for family-friendliness, while Tesla, Lucid, Porsche, and VinFast underperform in this category.
- Porsche enjoys the highest “luxury perception” among consumers, followed by BMW and Cadillac. While Honda and Nissan are trusted and enjoy strong favorability among mainstream consumers, they rank near the bottom in terms of luxury perception.
EV Purchase Factors
Factors Driving Interest in Purchasing an Electric Vehicle
Concerns About Purchasing an Electric Vehicle
EV Brand Perception: Positive vs. Negative
All consumers
* View Intensity score is the share of consumers who say they have a “very” positive view of the brand minus the share of consumers who say they have a “very” negative view of the brand.
EV Brand Perception: Trust
All consumers
** Trust intensity score is the share of consumers who say they trust a brand “a lot” minus the share of consumers who say they distrust a brand “a lot”.
EV Brand Perception: Safety
All consumers
EV Brand Perception: Family-Friendly
All consumers
EV Brand Perception: Luxury
All consumers
EV Brand Perception: Key Consumer Segments
Income
Among the highest-income consumers ($150k+), Honda has the highest net positivity rating, as well as the highest intensity score. BMW has the second-highest net positivity rating with this group of consumers, but the third- highest intensity score—just below Ford. Tesla underperforms among high-income consumers, ranking among the lowest net positivity ratings and intensity scores.
In terms of both net positive views and intensity score, Honda also tops the charts for all other income groups. Among those incomes of $100k-150k and $75k-$100k, BMW ranks second by intensity score, although Nissan has a higher share of positive views than BMW among the latter group. Chevrolet ranks second in terms of both positive views and intensity score among consumers with an income of $75k or less.
Geography
Honda, Chevrolet, Ford, and BMW have the highest favorability ratings with suburban consumers, while Honda, BMW, and Chevrolet rank highest on intensity scores. Tesla has both the lowest favorability rating and the lowest intensity score with this consumer demographic.
Among urban consumers, Honda, Nissan, and BMW have the highest positivity rating, and also have the highest intensity scores, with Honda topping the list. Tesla underperforms with this cohort, having a low favorability rating and the lowest intensity score among the other EV brands.
Among rural consumers, Chevrolet is viewed the most positively, followed by Honda and Ford. Chevrolet and Honda trade places in terms of intensity score among rural consumers, with Honda ranking the highest, followed by Chevrolet and Porsche. Tesla underperforms in terms of positive views among rural consumers and has the lowest intensity score out of the tested EV companies.
Age
Younger consumers (ages 18-44) have the highest overall familiarity with EV brands. Among this group, Honda is viewed most positively, followed by Nissan, Chevrolet, and Audi; these brands also have the highest intensity scores, with Honda first, followed by Chevrolet, Audi, and Nissan.
For consumers ages 45-64, the brands viewed most positively are Honda, BMW, and Chevrolet; these brands also have the highest intensity scores, in the same order.
Honda, Chevrolet, Ford, and BMW receive the highest shares of positive views from consumers 65 and older; among this cohort, the brands with the highest intensity scores are the same, but BMW leads Ford and Chevrolet.
EV Models: Interest Among Consumers Who Own, Have Owned, and/or Are Considering Buying an EV
Among consumers who own, have owned, and/or are considering buying an EV, the Tesla Model X, the Chevrolet Equinox EV, the Tesla Model 3, the Hyundai Ioniq 5, the Rivian R1S, and the Kia EV9 receive similar shares of strong interest. However, compared to the other models, notably higher shares of consumers say they “would never consider” the Tesla Model X or the Tesla Model 3. The Tesla Cybertruck ranks among the lowest in terms of strong interest, with over half of prospective EV buyers saying they “would never consider” it.
Tesla Spotlight
Would you consider purchasing a Tesla electric vehicle?
The Full Charge: EV Infrastructure
- Among consumers considering purchasing an EV charger, the United Grizzl-E Duo scores highest on interest, followed by the Chargepoint Home Flex and the Emporia Level 2. The Tesla Wall Connector comes in with the lowest interest score, with 32% of mainstream consumers saying that they would never consider potentially purchasing a Tesla Wall Connector.
- When it comes to home battery storage systems, consumers expressed the most interest towards the LG Energy Solution battery storage system, followed by the SolarEdge Energy Bank and the GM Energy PowerBank. Tesla underperforms with consumers in this area, with the Tesla Powerwall scoring the lowest in terms of consumer interest.
- Consumers demonstrate the highest level of preference for Tesla chargers when considering which brands states and municipalities use when building out charging networks. JuiceBox and Emporia are the second and third most popular options, while Enteligent ranks the lowest with consumers in this category.
EV Charger Models
Consumers who have owned or are considering purchasing an EV charger
*Interest score is the share of consumers considering purchasing an EV charger who say they are “currently considering” or “open to considering” the model minus those who say they “would never consider” the model.
Home Battery Storage System Models
Consumers who have owned or are considering purchasing a home battery storage system
*Interest score is the share of consumers considering purchasing a home battery storage system who say they are “currently considering” or “open to considering” the model minus those who say they “would never consider” the model.
When states and municipalities build charging networks, which companies would you prefer they use?
All consumers
