Action Needed to Keep Charging from Short Circuiting EV Purchase Consideration, J.D. Power Finds
More Availability and Experiential Opportunities Positively Affect Consideration
TROY, Mich.: 15 June 2023 — As automotive manufacturers pour billions of dollars into their electrification
strategies and roll out new fully electric vehicles (EVs), new-vehicle buyer consideration is increasing, albeit
slowly, according to the J.D. Power 2023 U.S. Electric Vehicle Consideration (EVC) Study,SM released today.
This year’s study reveals that 26% of shoppers say they are “very likely” to consider purchasing an EV, up
from 24% a year ago, while the percentage of shoppers who say they are “overall likely” to consider
purchasing an EV increases to 61% from 59% in 2022.
Influencing the modest year-over-year increases are a combination of positive and negative market factors:
lower gas prices, inflation, rising interest rates, greater model availability and charging availability. Charging
availability is growing more slowly year over year (13% vs. 33% in 2022), while model availability has
increased, with 42% of buyers now having a viable EV model that meets their needs.
“With all of these influences shaping today’s EV market, the biggest friction point for consideration is theavailability of public chargers,” said Stewart Stropp, executive director of EV intelligence at J.D. Power.
"The growth in public charging isn’t keeping pace with the rising number of EVs on the road. While owners
are impressed by what automakers are offering, they’re also thinking about how, when and where they’ll beable to charge their vehicles away from home. A resounding effort to build out and improve the publiccharging infrastructure will emphatically increase EV purchase consideration.”
Nearly half (49%) of shoppers rejecting the idea of buying an EV say their primary reason is a lack ofcharging station availability. Charging availability has been the top reason for rejection since the inceptionof the study in 2021. In fact, across all J.D. Power EV studies, public charging infrastructure consistently
scores low in satisfaction. “Most EV owners will say charging is one of the greatest benefits of ownership,
because 85% of it is done at home,” Stropp said. “But it’s the exceptional use case—like a vacation roadtrip—that’s holding shoppers back. Proactively taking ownership of the public charging experience is ahuge opportunity for automakers to differentiate. The recent announcements by Ford and GM to establish
a charging collaboration with Tesla are particularly noteworthy.”
Following are some key findings of the 2023 study:•Longer commutes mean increased consideration: The more miles that vehicle owners drive, themore likely they are to consider an EV. As in prior-year studies, daily commuters faced with higherfuel expenses are trading in their gas-powered vehicles for EVs. Among those who commute morethan 45 minutes each way, 35% say they are “very likely” to consider an EV, which is 14 percentage
points higher than among those with a commute of 15 minutes or less (21%).

•EV experience helps with purchase consideration: Getting consumers into an EV plays animportant role in purchase consideration. Just 12% of consumers who have no personal experience
with an EV say they’re “very likely” to consider one, while that percentage more than doubles to 25%
among those who have simply ridden in an EV as a passenger. The ratios continue to climb inproportion to shoppers’ experience with EVs, with a response of “overall likely” reaching 80% among
those who have owned or leased an EV in the past.

jdpower.com/business•EV consideration grows with owners looking to replace their vehicle: Among owners looking toreplace their current vehicle, the percentage of those who say they are “very likely” to consider an
EV increases across all powertrain types. Owners of plug-in electric vehicles (PHEVs) who say theyare “very likely” to consider an EV increases 11 percentage points year over year, followed bybattery electric vehicle (BEV) owners (6 percentage points); hybrid electric vehicle (HEV) owners (2percentage points); and internal combustion engine (ICE) vehicle owners (2 percentage points).

•California leads in EV consideration: California has the highest percentage of shoppers (73.1%)
who say they are “overall likely” to consider an EV and those who say they are “very likely” (40.5%)
to consider an EV. New York ranks second in “very likely” at 33.7%.

•Gen Z1 fastest-growing segment for EV consideration: As more affordable EV models come tomarket, consideration among Gen Z consumers shows a higher year-over-year increase (6percentage points) than among other age groups. Gen Y consumers have the highest level ofconsideration (72%) and the highest percentage of those who say they are “very likely” to consider
an EV (37%).

•EV consideration not limited to Tesla: While Tesla remains the most-considered EV brand, the threemost-considered models are all from perennial full-line automakers—not Tesla. Notable, however, isthat shoppers who are considering a Tesla say charging station availability is a greater reason tobuy than among those who are considering other EV brands.

The U.S. Electric Vehicle Consideration (EVC) Study is an industry benchmark focusing on gauging fully
electric or battery electric vehicle shopper consideration, simply referred to as EVs in the study. Study
content includes overall EV consideration by geography; demographics; vehicle experience and use;
lifestyle; and psychographics. It also includes model-level consideration details such as “why buy” findings
and analysis of reasons for EV rejection. This year’s study measures responses from 8,136 consumers andwas fielded from February through May 2023.
For more information about the U.S. Electric Vehicle Consideration (EVC) Study, visit
https://www.jdpower.com/business/automotive/electric-vehicle-consideration-study.
See the online press release at http://www.jdpower.com/pr-id/2023050.
About J.D. Power
J.D. Power is a global leader in consumer insights, advisory services and data and analytics. A pioneer inthe use of big data, artificial intelligence (AI) and algorithmic modeling capabilities to understandconsumer behavior, J.D. Power has been delivering incisive industry intelligence on customer interactions
with brands and products for more than 50 years. The world's leading businesses across major industries
rely on J.D. Power to guide their customer-facing strategies.
J.D. Power has offices in North America, Europe and Asia Pacific. To learn more about the company’sbusiness offerings, visit JDPower.com/business. The J.D. Power auto shopping tool can be found atJDPower.com.

1J.D. Power defines generational groups as Pre-Boomers (born before 1946); Boomers (1946-1964); Gen X (1965-1976); Gen Y (19771994); and Gen Z (1995-2004). Millennials (1982-1994) are a subset of Gen Y.

Media Relations Contacts
Geno Effler, J.D. Power; West Coast; 714-621-6224; media.relations@jdpa.com
Shane Smith; East Coast; 424-903-3665; ssmith@pacificcommunicationsgroup.com
About J.D. Power and Advertising/Promotional Rules: http://www.jdpower.com/business/about-us/pressrelease-info###