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Electric vehicle (EV) owners are feeling more satisfied in 2025, despite looming uncertainties around tax incentives and charging infrastructure, according to the J.D. Power 2025 U.S. Electric Vehicle Experience (EVX) Ownership Study. The study highlights a rebound in satisfaction for both premium and mass-market battery electric vehicle (BEV) owners after a dip in 2024.
It also notes a record 9.1% BEV market share in 2024, up from 8.4% in 2023. However, potential cuts to federal EV support could stall growth, with J.D. Power predicting flat sales in 2025. Key highlights include top-ranked models like the BMW iX and Hyundai IONIQ 6, alongside persistent challenges like public charging and buyer education.
Key Highlights
- Satisfaction Rebounds: After a decline in 2024, BEV owner satisfaction improves in 2025.
- Market Share Growth: BEVs hit 9.1% of retail sales in 2024, driven by mass market models.
- Top Performers: BMW iX leads premium BEVs (790 score); Hyundai IONIQ 6 tops mass market (751).
- Policy Uncertainty: Possible cuts to tax credits and charging funds threaten EV adoption.
The J.D. Power 2025 U.S. Electric Vehicle Experience (EVX) Ownership Study reveals a positive shift in how EV owners view their vehicles. After a tough 2024, satisfaction is up for owners of both premium and mass-market BEVs. This comes alongside a notable increase in BEV market share, reaching 9.1% in 2024, thanks to more affordable models hitting showrooms. However, the road ahead isn’t all smooth. The current administration’s hints at slashing EV tax credits and public charging funds could hit two big adoption hurdles: cost and charger availability. Over half of BEV buyers say tax credits swayed their purchase, making these incentives a top driver.
Brent Gruber, executive director of the EV practice at J.D. Power, weighs in: “The elimination of EV tax incentives and public charging funding has the potential to affect two critical barriers to EV adoption: public charging availability and vehicle prices.” He warns that while manufacturers roll out new models, flat market share growth could spark fiercer competition.
Education remains a weak spot. Only 69% of first-time BEV buyers get any training during the purchase process, and just 12% learn about total ownership costs. Gruber notes, “First-time EV buyers are receiving minimal education or training,” pointing to a gap that dealers and manufacturers need to close.
Quality-wise, mass market BEVs outshine premium ones again, though the difference is shrinking. Seven of the top 10 problem-free models are mass market, with standouts like the Hyundai IONIQ 6 (751) and Kia EV6 (743). Premium PHEVs also emerge as a solid option, scoring 741—higher than mass market BEVs (725) and close to premium BEVs (756).
Public charging woes linger, but mass market owners see a big jump, with satisfaction up 86 points to 396, thanks to infrastructure growth and Tesla Supercharger access. Premium BEV owners still lead here, scoring 551. Meanwhile, 94% of BEV owners plan to buy another EV next time, showing strong loyalty. Gruber adds, “Once consumers enter the EV fold, they’re highly likely to remain committed to the technology.”
In rankings, the BMW iX (790) tops premium BEVs, followed by the BMW i4 (783) and Rivian R1S (770). The Hyundai IONIQ 6 (751) leads mass market BEVs, with the Kia EV6 (743) and Chevrolet Equinox EV (737) close behind. The study, now in its fifth year, surveyed 6,164 owners of 2024-2025 BEVs and PHEVs from August to December 2024, offering a deep dive into the EV ownership experience.
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