J.D. Power, a leading consumer insights and analytics firm, annually conducts surveys to assess electric vehicle (EV) owners’ satisfaction levels concerning various aspects of their EV experience. Their latest survey, the 2023 U.S. Electric Vehicle Experience (EVX) Ownership Study, published on February 28, 2023, uncovers several intriguing trends and insights about the evolving EV market.
The study amassed responses from 9,632 owners of EVs from the 2021 and 2022 model-years, who were surveyed following three months of ownership. The encompassing survey covered nine key factors: quality and reliability, driving enjoyment, driving range, accuracy of stated range, availability of public charging, battery and charging performance, cost of ownership, infotainment, and interior/exterior styling.
The study illustrates that the introduction of new models has electrified owner satisfaction, drawing in a larger, mainstream audience of first-time EV buyers. This new breed of consumers is prioritizing elements such as quality, reliability, driving pleasure, safety, and advanced technology features. This marks a significant shift from the earlier focus on range and charging availability, previously considered pain points for EV owners.
In the survey, the Rivian R1T and the MINI Cooper Electric emerged as the top contenders in owner satisfaction for premium and mass-market EVs, respectively. The Rivian R1T earned the highest ranking in seven out of the ten categories within the study, garnering a total of 794 points out of a possible 1,000. Trailing it was the Tesla Model 3, with 759 points. The MINI Cooper Electric stood out in the mass market segment with a score of 782, bolstered by the highest satisfaction score for any EV model in the study’s most heavily weighted index factor: quality and reliability.
The study also shed light on distinct differences between premium and mass-market segments. For the third year running, owners of mass-market EVs identified infotainment as the most problematic category, with 19.2 issues experienced per 100 vehicles (or PP100). In the premium EV owner category, the most troubling areas were squeaks and rattles (17.5 PP100) and exterior issues (13.6 PP100).
The greatest divergence in satisfaction between premium and mass-market EV owners pertained to the availability of public charging, a factor largely influenced by Tesla’s robust network of chargers. Premium EV owners rated their satisfaction with public charging availability at 589, while mass-market EV owners gave a significantly lower score of 341.
In a fresh addition, the survey introduced queries specific to EV trucks concerning towing. Notably, the study revealed higher satisfaction levels among EV truck owners who utilized their vehicles for towing (779) compared to those who did not (753). Satisfaction with driving range and accuracy of stated range were likewise higher among owners who had towed, scoring 635 and 707 respectively, against 617 and 680 for those who had not towed.
The study surmised that the rapidly evolving EV landscape, with the introduction of newer models, has a profound impact on what factors owners consider most significant in their ownership experience. Today’s EV owners value attributes such as quality, reliability, driving enjoyment, safety, and high-tech features.
