BEV Adoption Has Reached the Early Majority. Are Automakers Ready?

The battery electric vehicle (BEV) market is transitioning into a new phase. Early majority consumers—mainstream shoppers who are more pragmatic and risk-averse than early BEV adopters—are starting to engage more with the powertrain. Compared with previous waves of BEV buyers, these consumers are entering the market with higher expectations and less appetite for compromise, particularly on issues such as range, charging infrastructure and battery performance.

Escalent’s 2025 EVForward^® US Market Profile research report, which delivers an analysis of trends in the electric vehicle market, reveals an evolving marketplace—one that will require dealers and automakers to refine how they sell BEVs to a more hesitant audience.

BEV Familiarity Isn’t Fueling Purchase Intent Like It Used To

More people are driving BEVs, which means an increasing number of buyers know a BEV owner and have exposure to the powertrain. Unlike previous years, this hasn’t translated into increased positive opinion, perceived practicality or stated purchase intent. In fact, those metrics remained flat year over year.

While BEV exposure and familiarity have historically driven intent, that relationship appears to be decoupling, indicating a need to go beyond simple awareness to effectively promote adoption.

Powertrain Cross-Shopping Is On the Rise

EV Intenders—consumers who are more than 15 times more likely to purchase a BEV than the average new-car buyer, according to our research—are increasingly cross-shopping hybrids and plug-in hybrid electric vehicles (PHEVs) alongside BEVs. Consumers in this group are still most likely to go all-electric, but other alternative powertrains are gaining traction. That suggests that, in many cases, a tax credit or particularly persuasive salesperson could be all it takes to tip the scales in one direction or the other.

This underscores the importance of tailoring product mix to shopper preferences. New-car buyers say they are most likely to consider a midsize SUV (45%) or compact SUV (32%), and there is growing BEV availability in these segments. However, a notable share (28%) say they plan to shop for a midsize/large car, where few BEV options exist—an issue that could push buyers in that segment toward a different powertrain.

The Bar Is Higher for Today’s BEV Buyers

As BEVs become more mainstream, shopper expectations are rising. Early majority consumers are less willing to tolerate inconveniences, make trade-offs or put in the additional effort required to adopt a BEV. Additionally, thanks to growing familiarity with the powertrain, these new-car shoppers are more attuned to issues encountered by the first wave of BEV owners, from charging challenges to performance issues in extreme weather. This shift may be contributing to the three-point drop in net positive consumer sentiment recorded this year in our findings. To counter this, automakers and dealers must address friction points head-on and clearly communicate the benefits of BEV ownership.

At the same time, environmental messaging is under greater scrutiny. Half of new-car buyers say they are just as concerned about mining for materials used to produce vehicle batteries as they are about drilling for oil used to fuel gas vehicles. Another 23% are more worried about the former. This signals that automakers and dealers either need to move away from environmental messaging or make it more targeted; for example, by focusing on specific benefits such as eliminating tailpipe emissions.

To Move More BEV Shoppers to Purchase, Speak to What Matters

The path to BEV adoption is becoming more nuanced. Building familiarity with the powertrain still matters, but it’s no longer enough. As shoppers bring new anxieties, perspectives and considerations to the table, automakers and dealers need to meet them with messaging that is specific and relevant to each individual buyer.

If you’re interested in exploring our EVForward research findings or discovering how our Automotive & Mobility industry experts can help you bundle solutions and evolve your marketing and product strategies to better connect with consumers, reach out to us using the form below. EVForward subscribers gain access to these deep insights as well as direct support from our industry experts—don’t miss the opportunity to stay ahead in an evolving market.

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