Most Owners of EVs Plan to Buy Another, but Brand Loyalty ‘Fickle,’ Survey Finds

More than eight in 10 early adopter owners of electric vehicles say they “definitely will” consider buying another EV in the future, reported J.D. Power Thursday. “Satisfaction with the current ownership experience is a key influencer for whether owners will purchase the same brand of EV again.” The research company canvassed nearly 10,000 owners of 2015-20 model year EVs in October and November to devise an index that measures ownership satisfaction on a 1,000-point scale, using parameters like the availability of public charging stations, cost of ownership and ease of charging at home. It then examined how the scores affect possible future buying behavior. The study found 95% of EV owners whose overall ownership satisfaction exceeds 900 points plan to buy another EV, with nearly two-thirds (64%) of them saying they “definitely will” repurchase the same brand. But the likelihood to repurchase the same brand lessens as satisfaction declines, said the company. Among owners whose satisfaction is 600-750 points, 77% said they “definitely will” purchase another EV, but their likelihood of repurchasing the same brand is only 25%, it said: ““Brand loyalty can be fickle among EV owners. While early adopters of EVs say they’ll remain loyal to EVs in general, staying with the same brand is not a sure thing.”