With the U.S. pivoting rapidly toward electrification, consumers are facing a seismic shift in priorities and values regarding electric vehicles (EVs). This transformation, coupled with surging EV adoption in global markets such as China, has left automakers scrambling to craft effective product strategies for an uncertain future. Strategic Vision’s latest New Vehicle Experience Study (NVES) offers critical insights into this evolving landscape, identifying which gas-powered vehicle owners are most likely to embrace EVs and why others remain tethered to traditional fuel. The findings illuminate the path automakers must navigate to stay competitive in an increasingly electric market.
Cracking the Code: Gas-Powered Owners Eyeing EVs
The study focused on gas-powered vehicle buyers in 2023 and 2024, examining households without EVs in their garages. At the heart of Strategic Vision’s analysis lies the proprietary EV Future Propensity Score (FPS)—a metric that assesses key indicators like stated interest in EVs, previous shopping behaviors, and current attitudes. The results reveal a compelling profile of the potential EV adopter and provide a roadmap for automakers to entice the reluctant.
Sporty and Compact Models Lead the Charge
Unsurprisingly, vehicles renowned for agility, performance, and cutting-edge design dominate the rankings for highest EV FPS. Topping the list is the MINI Cooper 4-Door Hardtop, with an impressive score of 116. Its compact dimensions, spirited handling, and strong brand identity align seamlessly with EVs’ strengths: instant acceleration, advanced technology, and a futuristic ethos akin to Tesla’s appeal.
Other top contenders include the Mazda Miata MX-5 (FPS 105), celebrated for its exhilarating performance and sleek aesthetics, and the MINI Cooper Clubman (FPS 104). Even luxury brands are carving out space in the EV transition. Models like the BMW Z4 Roadster (FPS 101) and Audi A5/S5/RS5 Sportback (FPS 101) exemplify how premium, performance-oriented vehicles are enticing buyers intrigued by the electrified future.
Trucks and Domestic Sedans Struggle to Gain Traction
While compact and sporty cars thrive in the EV race, trucks and domestic sedans face significant obstacles. At the bottom of the FPS rankings sit models like the Nissan Rogue Sport, Dodge Charger, and GMC Acadia, underscoring a reluctance among their buyers to transition to EVs. These vehicles cater to consumers prioritizing attributes like off-road capability, towing power, and engine sound—areas where current EV technology still struggles to meet expectations.
Vehicles like the Jeep Wrangler Unlimited and Chevrolet Tahoe, designed for rugged terrain and long-range capability, reflect the challenges EVs face in swaying buyers deeply connected to traditional powertrains. Affordability also emerges as a critical factor, with models like the Ford Escape (FPS 21) and Chevrolet Trailblazer (FPS 19) underscoring budget-conscious buyers’ hesitations about higher upfront EV costs.
Understanding the Divide: Performance vs. Tradition
The divide between EV-curious and EV-resistant consumers is shaped by divergent values. EV enthusiasts gravitate toward instant acceleration, quiet operation, and cutting-edge features, while loyalists to gas-powered vehicles prioritize visceral engine sounds, towing capability, and nostalgia.
The Dodge Challenger and Charger, iconic for their roaring engines, highlight this divide, ranking among the least likely to transition to EVs. Yet automakers like Dodge have a clear opportunity. Christopher Chaney, Strategic Vision’s Senior Vice President, emphasizes, “Dodge needs to understand that their EV buyers won’t be driven by environmental friendliness—it’s about performance, innovation, and delivering an uncompromised experience.”
Bridging the Gap and Charting the Path
Strategic Vision’s findings present automakers with a blueprint for EV adoption. Compact, performance-focused models such as the MINI Cooper and Mazda Miata demonstrate how to attract buyers seeking agility and excitement. Premium brands like BMW and Audi highlight untapped potential in luxury EVs that combine top-tier performance with advanced technology.
Challenges remain for trucks and domestic sedans, but advancements in range, towing capacity, and durability could help close the gap. Brands like Subaru offer a compelling example: the Subaru Ascent, with nearly 25% of its owners actively researching EVs, illustrates how adventure-focused automakers can bridge the divide by appealing to eco-conscious values without sacrificing rugged utility.
The Road Ahead
“The data tells a clear story,” says Alexander Edwards, President of Strategic Vision. “EV adoption isn’t just about technology—it’s about aligning with consumer values. Automakers must tailor their messaging and products to resonate with specific segments if they want to accelerate adoption. The goal isn’t compromise; it’s delivering vehicles that redefine best-in-class.”
As automakers navigate the complexities of an electrified future, studies like NVES provide a crucial compass. By understanding the priorities of gas-powered owners—whether they value performance, affordability, or tradition—the industry can steer toward an electrified tomorrow without leaving consumers behind.