J.D. Power’s year-end retail sales data shows that BEVs captured 9.1% of the market in 2024, up from 8.4% in 2023. The growth is partly driven by an influx of mass-market models, broadening accessibility. Yet, the pace of expansion may stall in the coming year as federal EV tax incentives and public charging infrastructure funding face potential cuts under the current administration.
“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,” said Brent Gruber, executive director of the EV practice at J.D. Power. “This temporary slowdown in market share growth for EVs creates a unique challenge for the industry as manufacturers forge ahead with new vehicle introductions. The EV market will be faced with expanded product offerings and flat share, creating increased competition.”
Key Findings from the 2025 Study
Education Gap Persists for First-Time EV Buyers
Despite growing interest in EVs, the study finds that first-time BEV owners often lack adequate education about their vehicles. While 69% of new buyers received some form of training from their dealership or manufacturer, only 12% were informed about total ownership costs, a crucial factor in long-term satisfaction.
“Dealer and manufacturer representatives play the crucial role of front-line educators,” Gruber noted. “But when it comes to EVs, the specific education needed to shorten the learning curve just isn’t happening often enough.”
Mass-Market BEVs Outperform Premium Models in Reliability
The study finds that mass-market BEVs continue to report fewer problems than premium BEVs, though the gap has narrowed. Seven of the ten top-ranked BEVs in terms of reliability fall within the mass-market category.
“In both segments, the two highest-ranked models in the index rankings are also the best-performing models in total quality,” Gruber said.
Premium Plug-in Hybrids (PHEVs) Offer a Middle Ground
For those hesitant to fully commit to an all-electric vehicle, premium PHEVs are emerging as a compelling alternative. Satisfaction among premium PHEV owners (741) is now higher than mass-market BEVs (725) and far surpasses mass-market PHEVs (632).
Public Charging Infrastructure Shows Signs of Improvement
While public charging remains a concern, mass-market BEV owners report significant improvement in charger availability, with satisfaction up 86 points year over year. Increased infrastructure investment and access to Tesla’s Supercharger network have contributed to this progress. Premium BEV owners still report the highest satisfaction in this area, scoring 551.
EV Owners Show Strong Loyalty to the Technology
Despite market fluctuations, 94% of BEV owners say they are likely to purchase another EV, including first-time buyers. The study notes that only 12% of BEV owners would consider switching back to a gas-powered vehicle, reinforcing a high degree of commitment to the technology.
“With five years of conducting this study and surveying thousands of EV owners, it’s apparent that once consumers enter the EV fold, they’re highly likely to remain committed,” Gruber said.
2025 EVX Study Rankings
In the premium BEV segment, BMW iX ranks highest overall with a score of 790, followed by BMW i4 (783) and Rivian R1S (770).
Among mass-market BEVs, the Hyundai IONIQ 6 takes the top spot (751), followed by Kia EV6 (743) and Chevrolet Equinox EV (737).
The study surveyed 6,164 owners of 2024 and 2025 model-year BEVs and PHEVs and was conducted in partnership with PlugShare, a leading EV research firm.