Author: Johan Moreno

E-Vision Intelligence Report
November 2025

Key Findings

• Returning EV Lessees Double-Down on New EVs: A total of 243,000 franchise EV leases[1] will come to an end in 2026, more than three times the volume of EV lease returns in 2025. Based on the behavior of returning franchise EV lessees in 2025, 62% replace their vehicles with new EVs. Among current EV owners, 94% say they “definitely will” (79%) or “probably will” (15%) consider an EV for their next purchase or lease.
• EV Consideration Surges in October: The percentage of active new-vehicle shoppers who say they are “very likely” to consider buying or leasing an EV in the next 12 months increased to 24.2% in October, up from 21.6% in September. This is the highest level of EV consideration since January 2025.
• Lower Cost of Ownership is Top EV Purchase Driver: The number one reason EV owners select an EV over a gasoline-powered vehicle is expected lower running costs. In the majority of cases (86%), EVs end up delivering on that expectation.

Executive Summary

Consumer response to the repeal of the $7,500 EV tax credit has been swift and dramatic. For the month of October 2025, the first full month following the expiration of the federal incentive program, EV sales plummeted by 53% and now represent just 6.0% of total monthly new vehicle sales, down from 12.9% in September. 

The big question now is whether that decline represents a true shift in consumer sentiment away from EVs or more of a rebound-effect following several months of surging sales as new-car shoppers raced to take advantage of the tax credits while they were still available.

Based on JD Power data, which captures both real-world sales and lease volumes, and consumer sentiment and ownership experience data among current and prospective EV buyers, the future of EV demand in the United States is a bit more nuanced. While the end of the EV tax credit will significantly affect EV sales volumes over the next several months, the bottom will not fall out of the EV market.

This E-Vision Intelligence Report dives into key data points gathered from JD Power studies and proprietary market data, to offer a data-driven consumer perspective on the EV customer experience.

Current EV Owners Still Hooked on EVs

One variable that’s been largely absent from recent analyses of EV demand has been the loyalty to EVs among current EV lessees. The data suggests that a significant number of current EV owners will be back in the market for a new car within the next year, and the majority of them plan to get another EV.

The 2025 U.S. Electric Vehicle Experience (EVX) Ownership Study found that 94% of current EV owners say they “definitely will” (79%) or “probably will” (15%) consider an EV for their next purchase or lease. Furthermore, 243,000 franchise EV leases will come to an end in 2026, putting those customers back into the market for a new vehicle. According to JD Power data, 62% of returning franchise EV owners in 2025 chose to purchase or lease another EV. 

EV Consideration Rates Climb in October

Consumers currently planning to purchase or lease a new vehicle in the next 12 months appear undeterred by the end of the EV tax credit. More than half (59.7%) of new-vehicle shoppers say they are “very likely” (24.2%) or “somewhat likely” (35.5%) to consider buying an EV in the next 12 months. The number of shoppers who are ”very likely” to consider an EV is up 2.6 percentage points from September and is now at its highest level since January.

EVs Deliver on Promise to Consumers

Another important variable in the longer-term health of the EV market is customer satisfaction. According to JD Power data, the top five reasons current EV owners give for selecting an EV are expected lower running costs (57%), tax credits/incentives (51%), driving performance (48%), purchase price/lease offer (47%), and model design and styling (35%). While the end of the federal tax credit will certainly affect that value equation, it is important to note that EVs have consistently met or exceeded owners’ expectations on running costs.

Among current EV owners, 60% say their vehicles are much less expensive to own than gasoline-powered vehicles, and another 26% say they are slightly less expensive to own and operate. Just 7% of current EV owners say they are more expensive.

Methodology

This JD Power E-Vision Intelligence Report is based on data and insights from the JD Power 2025 U.S. Electric Vehicle Experience (EVX) Ownership Study,  the JD Power 2025 U.S. Electric Vehicle Experience (EVX) Public Charging Study, the EV Volumes Country Share Tracker,  and the JD Power 2025 U.S. Electric Vehicle Consideration (EVC) Study. 

Find out More

This report was authored by Brent Gruber, executive director, electric vehicle practice. The JD Power E-Vision initiative is a company-wide program focused on maximizing JD Power industry-leading EV data, analytics, insights and solutions. Please contact us at the numbers below to connect with Mr. Gruber or to learn more about the underlying research.

Media Contacts

Shane Smith; East Coast; 424-903-3665; [email protected]

Joe LaMuraglia, JD Power; East Coast; 714-621-6224; [email protected]

E-Vision Intelligence Report
September 2025

Key Findings

• EV Retail Market Share Surges Ahead of Tax Incentive Expiration: The total share of new electric vehicles (EVs) as a percentage of all new vehicle sales rose to 11.2% in August, an increase of 1.7 percentage points versus the same period one year ago.  August’s EV share hit a level only achieved once before in December of 2024. That surge in market share is far above the 9.1% EV market share projected for calendar year 2025 as consumers raced to take advantage of the $7,500 federal tax credit on EVs that will expire on midnight September 30, 2025.
• EV Consideration Data Shows Continued Consumer Interest in EVs: Nearly one-fourth (23.6%) of new-vehicle shoppers say they are “very likely” to consider buying or leasing an EV in the next 12 months. Another 34.9% of new-vehicle shoppers say they are “somewhat likely” to consider an EV in the next 12 months. Both rates have been largely unchanged for the past 12 months, suggesting consistent consumer interest despite widely publicized market changes.
• Germany and Canada Offer Preview of Near-Term Sales Trend: Germany and Canada both had national EV subsidy programs in place that were phased out, similar to what is about to happen in the United States. In both cases, EV sales volumes dipped sharply in the immediate aftermath of the subsidy phase-out before climbing back to more normalized volumes.

Executive Summary

Is this the end of the road for EVs? Between the threat of tariffs and the repeal of $7,500 tax credit on new EV sales, pundits and speculators have had a field day forecasting the demise of the EV segment of the auto industry. In reality, the situation is quite a bit more nuanced than the social media chatter might suggest. EV sales have been surging in advance of the tax credit expiration, and major manufacturers have doubled-down on their EV initiatives in a strong signal that the market will not suddenly disappear. 

In fact, when we look to current trends in consumer sentiment and track how the removal of similar EV tax credits has affected EV sales in other parts of the world, we see a fairly predictable trend in supply-demand dynamics taking root in the U.S. market.

This E-Vision Intelligence Report dives into key data points gathered from JD Power studies and proprietary market data, to offer a data-driven consumer perspective on the EV customer experience.

Getting in on the EV Goldrush

We wrote in our May 2025 E-Vision Intelligence Report that new-car shoppers were entering a once-in-a-lifetime buying opportunity for EVs. Inventory on dealer lots was high; the $7,500 tax incentive was still in effect; and the variety of models available to choose from had never been larger. Consumers took note. EV sales skyrocketed throughout the summer. In August alone, when it became clear that the federal tax credit would be phased out on September 30^th, EV share of sales returned to record level, reaching a total of 11.2% of total new-vehicle retail transaction market share. That tied the previous one-month record for EV market share, which was set in December of 2024 as manufacturers offered year-end incentives and consumers speculated the end of federal incentives was near.

To put that in perspective, prior to May 2025, average EV market share had been hovering in the 8% range, and our forecast for full year 2025 EV market share was 9.1%.

EV Consideration Rates Remain High Among New-Vehicle Shoppers

Consumers currently planning to purchase or lease a new vehicle in the next 12 months do not appear to be factoring the end of the $7,500 EV tax credit into their vehicle selection process. More than half (58.5%) of new-vehicle shoppers say they are “very likely” (23.6%) or “somewhat likely” (34.9%) to consider buying an EV in the next 12 months—rates that have been largely consistent for the past 12 months.

Sticker price will still be a factor for these shoppers, however. Among those new-vehicle shoppers who are unlikely to consider an EV for their next vehicle, 45% indicate that purchase price is a major reason for their decision. The percentage of EV rejectors pointing to price as a primary barrier to consideration is up three percentage points from 42% in July.

Looking for Clues in Other Countries

The expiry of the U.S. federal EV tax credit will not be the first time a government has removed a financial incentive to encourage consumer adoption of EVs. In Germany, for example, new light-duty EV sales reached 22.2% market share before the country’s EV subsidy program was removed in December of 2023. By February of 2024, total EV market share dropped to just 9.9% of total vehicle sales. Full calendar year EV market share for 2024 was 12.6% as consumer EV purchases began to rebound. Through July of 2025, however, total EV market share has climbed back up to 16.8% of the total market.

A similar trend played out in Canada, where a federal EV incentive program was paused in January of 2025. Total EV market share climbed to 16.8% prior to the pause, then quickly fell to 6.8% market share by February of 2025. Through July, EV market share in Canada has slowly climbed, reaching 8.0%. 

Meanwhile in France, where federal EV incentives were reduced beginning in 2024, and largely eliminated at the end of June 2025, EV market share has continued to climb steadily from 15.2% when the incentive was discontinued, to 15.8% for the current year through July. Likewise, in the UK, where an EV tax credit expired in June of 2022, EV market share fell to 9.9% in the month following discontinuation, before accelerating to 19.8% through July of 2025.

Methodology

This JD Power E-Vision Intelligence Report is based on data and insights from the JD Power 2025 U.S. Electric Vehicle Experience (EVX) Ownership Study,  the JD Power 2025 U.S. Electric Vehicle Experience (EVX) Public Charging Study, the EV Volumes Country Share Tracker,  and the JD Power 2025 U.S. Electric Vehicle Consideration (EVC) Study. 

Find out More

This report was authored by Brent Gruber, executive director, electric vehicle practice. The JD Power E-Vision initiative is a company-wide program focused on maximizing JD Power industry-leading EV data, analytics, insights and solutions. Please contact us at the numbers below to connect with Mr. Gruber or to learn more about the underlying research.

Media Contacts

Shane Smith; East Coast; 424-903-3665; [email protected]

Joe LaMuraglia, JD Power; East Coast; 714-621-6224; [email protected]

Average TV and Wired Internet Bills Rise in Q1, Unbundled Wireless Internet Costs Fall

Quarterly Share of Wallet Tracker: TV, Internet and Wireless
Q1 2025

As part of its ongoing analysis of customer experience with cable television, streaming, internet and wireless service providers, JD Power tracks the average prices customers report paying for these services nationwide. This average price data is tracked in four waves over the course of the year, which are roughly in line with calendar quarters. The following are key highlights from the Q1 analysis.

Key Findings

Cable and Streaming Costs Rise in Q1: The average amount paid for a monthly cable or satellite television bundle was $187.99 through January of 2025. That is $7.69 more than the average price at the end of October 2024, and $1.66 more than January 2024 figures. The average monthly cost for unbundled cable/satellite TV was $121.86 through January 2025, up from $120.93 in October 2024. The average monthly streaming bill was $73.47 in January 2025, up $0.38 from October 2024 and down $1.05 from January 2024.

Unbundled Wireless Internet Costs Fall in Q1: The average amount paid for a monthly wired internet bundle was $170.06 through February of 2025. That is $0.92 more than the average price at the end of November 2024, and $7.93 more than February 2024 figures. The average monthly cost for unbundled wired internet was $83.35 through February 2025, up from $82.96 in November 2024. The average monthly wireless internet bundle was $145.40 in February 2025, up $0.19 from November 2024 and down $12.85 from February 2024. The average monthly cost for unbundled wireless internet was $71.53 in February 2025, down from $73.64 in November 2024 and up from $71.45 in February 2024.

Takeaways

Monthly cable, internet and wireless bills have come to occupy a significant share of consumers’ recurring household expenses, so any incremental movements on a quarterly or annualized basis can have a material effect on not only their overall satisfaction with their service providers, but also their purchasing power. While monthly bills have stayed largely steady over the past year, it will be important to see how they respond to current changes in the macroeconomic situation. 

Methodology

This JD Quarterly Share of Wallet Tracker for TV, Internet and Wireless is based on data and insights drawn from the JD Power U.S. Television Services Provider Satisfaction Study, the JD Power Residential ISP Customer Satisfaction Study and the JD Power U.S. Wireless Customer Care Performance Study.

Find out More

This report was compiled by the technology, media and telecom at JD Power. Please contact us at the numbers below to learn more about the underlying research.

Media Contacts

Brian Jaklitsch; East Coast; 631-584-2200; [email protected] 

Geno Effler, JD Power; West Coast; 714-621-6224; [email protected]

E-Vision Intelligence Report
June 2025

Key Findings

• Public Charging Concerns Remain Top Barriers to EV Adoption: Nationwide, 59% of vehicle shoppers say they are “very likely” or “somewhat likely” to consider purchasing an electric vehicle (EV)—a rate that is unchanged since 2024. Among the remaining 41% of shoppers who are unlikely to consider an EV, concerns related to public charging infrastructure continue to grow, while concerns about cost of ownership and reliability have begun to fade.
• Public Charging Reliability and Availability Increases Significantly: The percentage of public charging station visitors who were unable to charge their vehicles fell to 16% in the first quarter of 2025 from 20% in the fourth quarter of 2024, marking the largest quarterly improvement in charging station reliability. Customer satisfaction with the availability and speed of charging also improved in the first quarter of 2025.
• Consumer Demand for Public Charging Availability Highlight Opportunities to Educate: Among EV rejectors who are unlikely to consider an EV based on public charging station availability, 44% said they would reconsider their decision if charging stations were available at least every 25 miles, which is the case in most populated areas of the U.S. today.

Executive Summary

The auto industry has some work to do to help consumers get over the stigma surrounding the U.S. public charging network if they want to sell more EVs. Even as public charging station availability and reliability continues to improve, and lingering consumer concerns about EV costs and reliability fade into the background, people who still reject the idea of owning an EV are largely motivated by fears that public charging infrastructure is just not where it needs to be. However, when these concerns are measured against real-world EV ranges and current patterns of EV charging, it becomes clear that the real stumbling block to wider EV adoption is consumer education.

This E-Vision Intelligence Report dives into key data points gathered from JD Power studies and pulse surveys, to offer a data-driven consumer perspective on the EV customer experience.

The Public Charging Stigma

From the first moment EVs became widely available to consumers, two concerns have consistently surfaced as the top barriers to adoption: cost and range anxiety. Cost concerns seem to have reached an inflection point, with key criteria such as purchase price and total cost of ownership declining significantly as the top reasons for EV rejection. Concerns about public charging, however, continue to pose a problem. 

Among the 41% of new-vehicle shoppers who say they are “very unlikely” or “somewhat unlikely” to consider an EV for their next purchase, lack of charging station availability, limited driving distance per charge and time required to charge continue to be top stumbling blocks.

Source: JD Power U.S. Electric Vehicle Consideration (EVC) Study^SM

Infrastructure Improvements Not Enough to Offset Consumer Anxiety

Meanwhile, despite rising consumer concerns, public charging infrastructure has shown considerable improvement during the first three months of 2025 on a nationwide basis. Overall customer satisfaction with public DC Fast Charging increased 6 points (on a 1,000-point scale) in the first quarter of 2025, while satisfaction with Level 2 charging increased 8 points during the same period. This performance improvement was driven most notably by increased satisfaction with the availability of DC Fast Chargers and the speed of Level 2 charging. 

EV drivers also experienced fewer issues using public chargers. The percentage of public charging station visitors who were unable to charge their vehicles declined to 16% in the first quarter of 2025, down from 20% in the fourth quarter of 2024. The improved public charging success rate has played out on a nationwide basis.

Source: JD Power U.S. Electric Vehicle Consideration (EVC) Study^SM

Consumer Education is an Issue

The widespread—and growing—consumer concern about public charging exposes a disconnect between current perception among new-vehicle shoppers and the real-world experiences of EV owners. When asked about their reasons for not considering an EV for their next vehicle, 44% of EV rejectors said they would reconsider their decision if charging stations were available every 25-100 miles. Additionally, when asked about individual vehicle range, 66% of EV rejectors said they would need an EV to cover 500 or more miles on a single charge before they would consider purchasing one. 

This public charging availability list and lofty range target exposes key aspects of the current consumer psyche that EV manufacturers and dealers will need to address if they want to win more customers. It also highlights some important opportunities to educate consumers on the evolution of the EV experience. In fact, there is currently a public charge point available every 41 miles across the country. Moreover, data from current EV owners shows that 81% of EV charging currently occurs on home chargers, and the majority (56%) of EV owners say their battery range “never” or “rarely” affects their driving habits. Despite those facts, EV rejectors are still not convinced they will not end up stranded on the side of the road. 

Source: JD Power U.S. Electric Vehicle Consideration (EVC) Study^SM

Consumer desire for 500 miles per charge may be more difficult for the industry to reconcile. The average real-world range cited by owners in the JD Power 2025 U.S. Electric Vehicle Experience (EVX) Ownership Study^SM is 281 miles, and the average range for gasoline-powered vehicles is 403 miles.[1] While EV manufacturers continue to make gains in range with new battery formulations, the prospect of getting 500 miles per charge may not be a reality for several years. 

Methodology

This JD Power E-Vision Intelligence Report is based on data and insights from the JD Power 2025 U.S. Electric Vehicle Experience (EVX) Ownership Study,  the JD Power 2025 U.S. Electric Vehicle Experience (EVX) Public Charging Study and the JD Power 2025 U.S. Electric Vehicle Consideration (EVC) Study. 

Find out More

This report was authored by Brent Gruber, executive director, electric vehicle practice. The JD Power E-Vision initiative is a company-wide program focused on maximizing JD Power industry-leading EV data, analytics, insights and solutions. Please contact us at the numbers below to connect with Mr. Gruber or to learn more about the underlying research.

Media Contacts

Shane Smith; East Coast; 424-903-3665; [email protected]

Geno Effler, JD Power; West Coast; 714-621-6224; [email protected]

 

[1] U.S. Department of Energy, https://www.energy.gov/eere/vehicles/articles/fotw-1221-january-17-2022-model-year-2021-all-electric-vehicles-had-median 

Fixed Wireless Continues to Outpace Fiberoptic and Cable Internet in Customer Satisfaction, Even Amid Surge of New Adopters

Technology, Media & Telecom Intelligence Report
June 2025

Even under increased scrutiny, fixed wireless access (FWA) is still winning the hearts and wallets of consumers.

According to the JD Power data, customer satisfaction with FWA – a method of 5G or 4G LTE wireless technology that delivers high-speed internet by leveraging existing wireless networks run by Mobile Network Operators (MNOs) – continues to be higher than that of fiberoptic and cable service.

That’s no easy task. After all, for the launch of any new technology there are the early adopters, all of whom immediately see the benefit of a new product of service and are usually enthusiastic about it once they get their hands on it. But as technology gets more widely adopted, weaknesses sometimes reveal themselves. 

FWA, though, seems to be enjoying a prolonged honeymoon phase. Even as adoption has grown by 47%, now reaching a total of 11.8 million subscribers nationwide, customer satisfaction for both 5G and 4G LTE wireless internet is largely unchanged since a year ago.

Fixed Wireless Remains Customers’ Top Choice                           

Customers who have fixed wireless continue to rate 5G FWA as the top choice for satisfaction, regardless of their location. The highest level of satisfaction is once again from customers in urban regions, but FWA performs strongly even in suburban areas, where customers have plenty of options and presumably the resources to choose a more expensive service, and rural areas, where signal reliability may be spotty.

Value Wins Customers Over

Customers are increasingly seeing FWA as better value than fiberoptic and cable internet. At $72, the average monthly cost of wireless internet is nine dollars per month cheaper than the average wired internet plan ($81). Accordingly, 70% of FWA customers agree their plan is affordable compared to 53% of wired internet customers. T-Mobile, arguably the most aggressive company on driving customer awareness on FWA, boasts the highest marks for customer value. 

This is a huge win for companies, as most analysts predicted cost will likely play a major factor in adoption within the industry. With exposure to FWA having increased, the fact that customers still see it as good value could be a harbinger of even further adoption. 

Winning While Growing

As more and more customers flock to FWA, providers will have a challenge on their hands. Cost is certainly a primary way to entice customers to try FWA, but relying simply on lower prices can mean winning customers that are more brand agnostic and willing to switch again and again. 

To try to ensure that companies can win customers and keep them, they’ll have to find ways to continually deliver reliability and value. As FWA matures, there will not only be technological improvements but new pain points as well. Companies that can best anticipate how FWA will evolve and stay on the cutting edge will begin to emerge as leaders in the field.

Find out More

This Technology, Media & Telecom Intelligence Report is based on data from the 2024 U.S. Residential Internet Service Provider Satisfaction Study, which includes responses from 29,932 customers that currently have internet service with a provider and was fielded from November 2023 through August 2024. It was authored by Carl Lepper, senior director of the technology, media and telecommunications intelligence practice at JD Power. Please contact us at the numbers below to connect with Mr. Lepper or to learn more about the underlying research.

Media Contacts

Brian Jaklitsch; East Coast; 631-584-2200; [email protected]

Geno Effler, JD Power; West Coast; 714-621-6224; [email protected]

AI + Insurance: Key Event Takeaways | Insurance Intelligence Podcast | Ep 13

 

The JD Power Insurance Intelligence Podcast recently featured a special episode on AI insurance, highlighting key insights from the AI + Insurance Conference in Chicago. This insurance industry podcast explores the cutting-edge developments in artificial intelligence and its impact on the insurance sector.

Insurance Podcast Highlights:

Tune in to the latest episode of our insurance podcast, where JD Power experts Michael Vermillion, Stephen Crewdson, and Mark Garrett delve into the future of AI insurance. 

The JD Power Insurance Intelligence Podcast offers invaluable insights for insurance professionals and tech enthusiasts alike, discussing the latest trends and innovations shaping the industry.

E-Vision Intelligence Report
May 2025

Key Findings

• EVs Currently More Affordable Than They Will Be in the Future: The current average transaction price for a new battery-electric vehicle (BEV) is $45,600, which is just $500 higher than the average transaction price for non-BEV vehicle, but that average BEV price will surge to $51,200 the moment the $7,500 federal EV tax credit is lifted, and will likely climb higher than that if the cost of tariffs is incorporated.
• EV Market Share Continues to Grow Despite Regulatory Uncertainty: BEV market share grew 18% in the first quarter of 2025 over the first quarter of 2024, with the bulk of that growth being driven by mass market franchise sales.
• Current EV Inventory Represents 6.4% of New Vehicle Market: As the volume of new BEV models has continued to grow, with over 60 different BEV models on sale in the United States, dealer inventories have swelled, currently reaching 6.4% of total new vehicle inventory, or about 137,000 vehicles – all of which are still eligible for federal tax credits and are not subject to tariffs. 

Executive Summary

While the Trump administration has pledged to end the $7,500 federal tax credit on EVs and new tariffs on imported vehicles and parts will likely drive costs of newly manufactured EVs higher, there are currently about 155,000 new EVs sitting on dealer lots that are still eligible for the federal tax incentive and are not subject to tariffs, creating a unique buying opportunity for those currently in the market. It may not be here for long.

This E-Vision Intelligence Report dives into key data points trending in each monthly JD Power EV Index update, along with other data points gathered from JD Power studies and pulse surveys, to offer a data-driven consumer perspective on the EV customer experience.

Cash on the Hood

BEV prices have been steadily falling for the past three years and have now reached parity with non-BEVs – even dipping below the average non-BEV transaction price in July of 2024. Through the first quarter of 2025, the average new BEV transaction price is $45,600, which is $500 more than the average transaction price for a non-BEV. That price parity comes with a big caveat, though. The BEV prices are getting a $7,500 assist from the federal government through the clean vehicle tax credit, which the Trump administration has pledged to remove. Without that credit, the average BEV transaction price could climb to $51,200, a $6,100 premium over non-BEVs.

Additional costs introduced through auto industry tariffs would further extend that gap between BEV and non-BEV transaction prices.

Growth of Mass Market EVs Keeps Demand High 

Total market share for BEVs has climbed to 9.5% through the first quarter of 2025, up 18% from the same period last year, and slightly ahead of our forecast for largely stagnant growth this year. The increase in volume is being driven by mass market franchise BEV sales, which rose 58% in 2024 to reach 376,000 total vehicles sold. This growth in demand has been driven by a combination of lower prices and dramatic expansion of BEV model line-ups.

137,000 Reasons to Buy an EV Right Now

A confluence of market dynamics and geopolitical factors have conspired to create a unique buying opportunity for consumers who are currently considering a new BEV. Manufacturers, under regulatory pressure to electrify their fleets, have flooded the market with new models causing current new model BEV dealer inventories to reach 6.4% of the total new vehicle market. That means 137,000 new BEVs are currently sitting on dealer lots – and they are still eligible for the $7,500 federal tax credit and have not been subject to tariffs. 

This combination of supply, existing incentives and the threat of significantly higher prices on the horizon could make this the most opportune time to be in the market for a BEV. 

Longer term, our focus will be on how manufacturers and dealers confront the removal of the clean vehicle credit and tariffs, whether or not those increased costs will be passed along to consumers and what effect those changes will have on consumer demand for BEVs.

Methodology

This JD Power E-Vision Intelligence Report is based on data and insights from the JD Power EV Index, the JD Power EV Retail Share Forecast, the JD Power 2025 U.S. Electric Vehicle Experience (EVX) Ownership Study and the JD Power U.S. Electric Vehicle Consideration (EVC) Study. The JD Power EV Index is an analytics tool to benchmark the growing EV market in the United States. It tracks millions of data points aggregated into six categories—interest, availability, adoption, affordability, infrastructure and experience—to evaluate the progress to parity of EVs with gas-powered vehicles in the U.S. Each month, the JD Power electric vehicle practice will analyze these data points, and others to spotlight emerging trends and important shifts in consumer sentiment that are helping to define the fast-moving EV marketplace. 

Find out More

This report was authored by Brent Gruber, executive director, electric vehicle practice. The JD Power E-Vision initiative is a company-wide program focused on maximizing JD Power industry-leading EV data, analytics, insights and solutions. Please contact us at the numbers below to connect with Mr. Gruber or to learn more about the underlying research.

Media Contacts

Shane Smith; East Coast; 424-903-3665; [email protected]

Geno Effler, JD Power; West Coast; 714-621-6224; [email protected]

E-Vision Intelligence Report
March 2025

Key Findings

• Overall EV Market Share Rising: Overall electric vehicle (EV) market share as a percentage of total vehicle sales volume was 9.3% in March 2025, up 0.9 percentage points from 8.4% in March 2024.
• New EV Purchase Consideration Flat: Overall, 23% of shoppers actively in the market for a new vehicle say they are “very likely” to consider buying or leasing an EV in the next 12 months. That number is flat with the February total and up half a percentage point from 22.5% in March 2024.
• Tesla Remains Most Considered Brand, but it is Losing Market Share: Among active new vehicle shoppers who are “very likely” or “somewhat likely” to consider an EV, Tesla is the top-ranked brand, followed by Chevrolet, Ford and Toyota. Tesla’s total share of the EV market has declined steadily during the past two years, reaching 47% in December 2024, and its brand consideration has declined to 18.2% in March 2025 from 20.5% in March 2024. 

Executive Summary

Amid widespread speculation about the future of the EV market following the Trump administration’s plans to end federal EV incentives and a flurry of news about the effects of newly announced tariffs on the auto industry, consumer sentiment toward EVs has not shifted as wildly as the headlines may suggest. While trends in demand are shifting geographically, socioeconomically and among individual brands, the industry continues to evolve.

This E-Vision Intelligence Report dives into key data points trending in each monthly JD Power EV Index update, along with other data points gathered from JD Power studies and pulse surveys, to offer a data-driven consumer perspective on the EV customer experience.

Growth Rates Normalize

While the overall growth rate in EV market share has slowed, EV’s currently account for 9.3% of the total new vehicle market, down from 9.6% in February and up from 8.4% in March 2024. The current growth rate is directly in line with the JD Power projection of 9.1% overall retail share for 2025, which is flat with 2024 totals and one percentage point higher than 2023 volumes.

Nearly One-Fourth of Vehicle Shoppers Seriously Considering EVs

The total number of active new vehicle shoppers who say they are “very likely” to consider an EV for their next vehicle declined slightly to 23.0% in March 2025, down from 23.3% in February 2025 and up half a percentage point from 22.5% in March 2024.

Consideration rates are highest among consumers earning more than $100,000 per year and those living in the West and Northeast. Consideration is also down three percentage points to 20% among vehicle shoppers who cite their political party affiliation as Republican. At 30%, the “very likely” consideration rate slightly improves (up 0.4 percentage points) among those who identify as Democrat.

Tesla Market Share Falters

Tesla has been at the center of news coverage of the EV market by virtue of its CEO, Elon Musk’s role in the Trump administration and reports of protests and vandalism at Tesla dealerships. According to JD Power data, Tesla is still the most-considered brand among active EV shoppers with 18.2% of those currently in the market for a new vehicle indicating that they are “somewhat likely” or “very likely” to consider an EV selecting Tesla as their top brand. That number is up from 17.7% in February 2025 but down from 20.5% in March 2024. Additionally, among the vehicle models with the highest levels of consideration by consumers, only the Tesla Model 3 (7^th) ranks among the top 10. In March of 2024, the Model 3 was the fourth most frequently considered EV model.

Tesla’s overall share of the EV market has been declining steadily for the past two years as the brand has faced growing competition from other manufacturers and as its vehicle lineup has continued to age. Through December 2024, total Tesla share of the EV market had fallen to 47%. 

Methodology

This JD Power E-Vision Intelligence Report is based on data and insights from the JD Power EV Index, the JD Power EV Retail Share Forecast, the JD Power 2025 U.S. Electric Vehicle Experience (EVX) Ownership Study,^SM and the JD Power U.S. Electric Vehicle Consideration (EVC) Study.^SM The JD Power EV Index is an analytics tool to benchmark the growing EV market in the United States. It tracks millions of data points aggregated into six categories—interest, availability, adoption, affordability, infrastructure and experience—to evaluate the progress to parity of EVs with gas-powered vehicles in the U.S. Each month, the JD Power electric vehicle practice will analyze these data points, and others to spotlight emerging trends and important shifts in consumer sentiment that are helping to define the fast-moving EV marketplace.

Find out More

This report was authored by Elizabeth Krear, vice president, electric vehicle practice; Brent Gruber, executive director, electric vehicle practice; Stewart Stropp, executive director, electric vehicle practice; and Kristen Richter, senior manager, electric vehicle practice. The JD Power E-Vision initiative is a company-wide program focused on maximizing JD Power industry-leading EV data, analytics, insights and solutions. Please contact us at the numbers below to connect with the authors or to learn more about the underlying research.

Media Contacts

Shane Smith; East Coast; 424-903-3665; [email protected]

Geno Effler, JD Power; West Coast; 714-621-6224; [email protected]

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E-Vision Intelligence Report
November 2024

Key Findings

• Federal Tax Credits Have Played a Critical Role in Consumer Decisions to Purchase an EV: Among premium brand EV owners, 64% say that tax credits and other incentives were a primary driver of their decision to purchase or lease their EV. Among mass market EV owners, 49% selected their vehicle based on tax credits and incentives. Industry-wide, 87% of all EVs purchased or leased in 2024 received the federal EV tax credit. 
• Volkswagen, Chevrolet, and Tesla Owners Most Heavily Influenced by Federal Tax Incentives: Among all EV purchase drivers, tax credits and incentive programs are the most frequently selected reason for purchase among Volkswagen (81%), Chevrolet (77%) and Tesla (72%) buyers. By contrast, just 32% of Hyundai buyers, 24% of Kia buyers, and 21% of Toyota buyers selected tax credits and incentives as a primary reason for their vehicle selection. 
• Real-World Savings Amount to $5,124 per Vehicle in 2024: On average, consumers purchasing or leasing a new EV in 2024 saved $5,124 thanks to federal EV tax incentives. That’s up from $4,302 in 2023 and $1,629 in 2022. For EV leases in 2024, the average amount claimed in federal tax incentives was $6,696, and for sales it was $4,257.

Executive Summary

President-elect Donald Trump’s transition team is reportedly planning to end the $7,500 federal Clean Vehicle Tax Credit in 2025. The subsidy, which was always meant to be temporary, was a signature component of the Biden administration’s Inflation Reduction Act and has played a key role in helping to lower EV prices and spur new sales. How will ending the subsidy affect future EV sales?

The Alliance for Automotive Innovation suggested that ending the EV tax credits would harm the auto industry, writing in a Nov. 12 letter to President-elect Trump: “To remain successful and competitive, the auto industry needs a stable and predictable regulatory environment,” adding that “these incentives help ensure the U.S. continues to lead in manufacturing critical to our national and economic security.” Tesla CEO Elon Musk told investors in a July conference call that ending the EV tax credit “would be devastating for our competitors and for Tesla slightly. But long-term [it] probably actually helps Tesla, would be my guess.” The other major EV manufacturers have yet to comment on the news.

This E-Vision Intelligence Report dives into key data points trending in each monthly JD Power EV Index update, along with other data points gathered from JD Power studies and pulse surveys, to offer a data-driven consumer perspective on the federal Clean Vehicle Tax Credit and its influence on EV purchase intent among different brands.

Majority of Premium EV Owners Factor Tax Credits into Vehicle Selection

To gauge the influence of various features and incentives on EV purchase decisions, JD Power asks respondents to its U.S. Electric Vehicle Experience (EVX) Ownership Study^SM to select primary reasons for selecting the vehicle they purchased. In the premium vehicle segment—which includes all Tesla models—64% of EV owners say tax credits and other incentives influenced their purchase decision. In the mass market segment, 49% of EV owners were influenced by tax credits and incentives. Notably, these totals are higher than even vehicle purchase prices and lease offers, which were cited as a purchase reason by just 36% of premium and 39% of mass market EV buyers.

Industry-wide, 97% of those leasing new EVs and 81% of those purchasing new EVs received the federal Clean Vehicle credit in 2024, for a total of 87% of total EV sales. That total is down from 88% in 2023 and up from 23% in 2022.

Clean Air Credit is a Big Deal for Tesla Buyers

Breaking down the data further into brand-specific results, the influence of federal tax incentives on EV purchase decision varies considerably by brand. Volkswagen tops the list of brands for which owners say tax credits and other incentives were a key reason for choosing that brand. All told, 81% of Volkswagen EV buyers chose their vehicle due in part to the Clean Vehicle Credit. Chevrolet ranks second, with 77% of buyers choosing the brand based on tax credits, followed by Tesla, with 72%. It is noteworthy that Tesla ranks highest among premium segment brands in terms of the influence of tax credits on purchase decision.

At the opposite end of the spectrum, Toyota EV buyers are least heavily influenced by tax credits and incentives, with just 21% of buyers selecting tax credits as a reason for choosing the brand. Toyota is followed by Kia with 24% and Hyundai with 32% of buyers making their vehicle decision primarily based on tax credits. It is important to note here that, to qualify for the Clean Vehicle Credit, purchased EVs must be assembled in North America (including Canada and Mexico) and at least 50% of its battery components must be produced or assembled in North America. This eliminates credits for vehicles assembled elsewhere, including popular EV models from Hyundai, Kia and Toyota. Leased vehicles, however, are not subject to the same standard, which allows auto dealers to pass along a $7,500 tax credit to all EV lessees, including those from Hyundai, Kia and Toyota.

Show Me the Money

It has been widely reported that the Clean Vehicle Credit is confusing for many consumers. While nearly all leases now receive the full credit, the requirements for a purchased vehicle to qualify include understanding where battery components are sourced and assembled, income limits of the purchaser, and several other detailed criteria. All told, 43% of EV shoppers say they would describe their understanding of current EV incentives as “vague,” “minimal” or “don’t know.” Just 17% say they have a “strong” understanding of EV incentives.

In terms of the bottom-line value of EV tax credits and incentives, the average EV lessee received $6,696 and the average EV purchaser received $4,257[1] in cash back due to the Clean Vehicle Credit in 2024. Those figures have gained steadily during the past three years.

Methodology

This JD Power E-Vision Intelligence Report is based on data and insights from the JD Power EV Index, the JD Power EV Retail Share Forecast, the JD Power 2024 U.S. Electric Vehicle Experience (EVX) Ownership Study, the JD Power 2023 U.S. Electric Vehicle Experience (EVX) Public Charging Study and the JD Power U.S. Electric Vehicle Consideration (EVC) Study. The JD Power EV Index is an analytics tool to benchmark the growing EV market in the United States. It tracks millions of data points aggregated into six categories—interest, availability, adoption, affordability, infrastructure and experience—to evaluate the progress to parity of EVs with gas-powered vehicles in the U.S. Each month, the JD Power electric vehicle practice will analyze these data points, and others to spotlight emerging trends and important shifts in consumer sentiment that are helping to define the fast-moving EV marketplace. 

Find out More

This report was authored by Elizabeth Krear, vice president, electric vehicle practice; Brent Gruber, executive director, electric vehicle practice; and Kristen Richter, senior manager, electric vehicle practice. The JD Power E-Vision initiative is a company-wide program focused on maximizing JD Power industry-leading EV data, analytics, insights and solutions. Please contact us at the numbers below to connect with the authors or to learn more about the underlying research.

Media Contacts

Shane Smith; East Coast; 424-903-3665; [email protected]

Geno Effler, JD Power; West Coast; 714-621-6224; [email protected]

[1] Tesla Cybertruck, Polestar, and Rivian vehicles not included in this calculation.