By Dave Bean, FMW Associate Editor
March 8, 2023
Now that virtually all OEMs have battery electric vehicles (BEVs) on their rosters, those who bought EVs are allowing classic elements such as styling and quality to influence their level of satisfaction with their purchase, according to the J.D. Power 2023 U.S. Electric Vehicle Experience (EVX) Ownership Study.
This is most evident in this year’s highest-ranking vehicle overall, the Rivian R1T. In its first year of eligibility, the premium EV model recorded the highest level of owner satisfaction with aspects like ‘driving enjoyment’ and ‘interior/exterior styling’. Also worth noting is that the Rivian R1T bested the Tesla Model 3 in overall satisfaction in the premium category.
In the mass market segment, the MINI Cooper Electric won top ranking by impressing owners most with ‘quality’ and ‘reliability’. The Kia EV6 and Ford Mustang Mach-E placed second and third, respectively, in this same category.
“The electric vehicle landscape is changing quickly, and newer models are bringing in more mainstream, first-time EV buyers,” said Brent Gruber, executive director of the EV practice at J.D. Power. “Recent vehicle launches from both new brands and traditional automakers have had a profound effect on what factors are most important in the ownership experience. Today’s EV owners are looking for quality, reliability, driving enjoyment, safety and technology features.”
While there are more EV models in both premium and mass market segments that qualify as award-eligible this year, owners in the premium segment express greater satisfaction with their vehicle choice than those who purchased a mass market car or truck.
This is not to say that either category is without its problems. Premium EV owners identified ‘squeaks and rattles’ and ‘interior’ as the least satisfying aspects of their vehicles. Mass market purchasers issued low marks for their ‘infotainment’ systems.
And, of course, you can’t discuss EVs without including owner satisfaction with charging. Here, premium owners are far more pleased with availability of public charging stations, mostly influenced by Tesla’s dedicated system of superchargers.
Other notable findings in the study include:
- Perhaps not surprising, EV truck owners who have used their vehicle to tow are more satisfied with this feature than those who have yet to tow. The important point here is that there are enough electric trucks available now to warrant the question.
- Further, EV truck owners who have towed are more satisfied with driving range than those who have not towed, even if that meant reduced range when they towed. This is testament to truck OEMs who have been transparent about range reduction, therefore alleviating any surprises.
- First-time BEV ownership increased by more than 10%, according to the study, led by owners of mass market EVs. Again, no surprise here, with lower purchase price, cost of ownership and incentives being among the most important factors.
- First-time premium BEV owners were highly influenced to purchase by driving performance.
For more information about the J.D. Power 2023 U.S. Electric Vehicle Experience (EVX) Ownership Study, click here.
