EV sceptics being converted: JD Power study

The effort OEMs are putting into creating electric vehicles that will appeal to the masses seems to be paying off, according to a new JD Power study. The 2022 U.S. Electric Vehicle Consideration (EVC) Study, indicates that “auto shoppers in America are more likely than ever before to consider buying a fully electric vehicle, and new EV entries are responsible for much of the added consideration.” The amount of variety on offer, from a diverse array of OEMs, has made the choice to go electric a very palatable one, “turning Ev sceptics into EV considerers.”

The study shows that the percentage of shoppers who say they are “very likely” to consider an EV for their next purchase or lease climbs to 24 per cent, four percentage points higher than a year ago.

“The addition of new EV models has moved the needle on consumer consideration,” said Stewart Stropp, senior director of automotive retail at J.D. Power. “In fact, several new models from perennial mass market brands are at the top of that consideration list. Even so, more remains to be done in terms of transitioning from early to mass adoption.”

Though the American study findings show a shift in favour of EVs, about 76 per cent of new-vehicle shoppers say they are not ‘very likely’ to consider buying one. Said Stropp, “With new EV model introductions coming at a rapid pace, automakers must continue their efforts to persuade more shoppers to give these vehicles a try.”

The study finds that the likelihood of a shopper considering an EV is strongly tied to their living and working situations. “There is a substantially higher ratio of shoppers who own their home who say they are “very likely to consider” an EV (27 per cent) than those who rent (17 per cent).” Not only are homeowners more affluent, on average, but are more likely to be able to charge an EV at their residence.

Another finding is that the more vehicle owners are on the road, the more they are likely to consider an EV. “While daily commuters who are encountering higher fuel prices are logical candidates to switch to EVs, the study showed those who take frequent vacations and go on road trips also have a higher EV purchase consideration tendency than those who use their vehicles less often for this purpose.”

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