BEV Ownership Exceeds Expectations—So What’s Holding Vehicle Shoppers Back?

Battery electric vehicle (BEV) owners love owning a BEV and are especially enthusiastic about the advantages of home charging. However, findings from Escalent’s EVForward^® 2024 User Experience & Advocacy DeepDive indicate that stories of these positive experiences are not necessarily reaching non-BEV drivers.

This DeepDive report focuses on how firsthand experience and real-world conversations with BEV owners can impact the perceptions and purchase decisions of vehicle shoppers. Along with quantitative analysis, the study included a qualitative component to better gauge the influence of personal interactions. For this, Escalent matched 10 participants—five BEV owners and five EV Intenders—into separate “dyads” to facilitate BEV-focused discussions.

Bridging the Experience Gap for Non-BEV Owners

Our research has consistently demonstrated that familiarity with both BEVs and BEV owners plays a key role in driving BEV purchase intent. Yet most non-BEV owners have no BEV experience—limiting their ability to understand the true benefits of the powertrain. Among the 1,100+ non-BEV owners who participated in our study, only 42% reported having ridden in a BEV as a passenger and just 16% had driven one.

That’s unfortunate, as those who do have the chance to drive or ride in a BEV typically walk away impressed. Almost half (49%) of non-BEV owners shared that riding in a BEV improved their opinion of the powertrain and 53% indicated the experience made them more inclined to purchase one. Meanwhile, respondents said that driving a BEV for the first time evoked emotions such as amazement, surprise and admiration.

From BEV Owner to BEV Advocate

It’s clear that automakers need to do more to expose non-BEV owners to the real-world advantages of driving a BEV. But how? One solution is to align their marketing more closely with the positive narratives their customers are sharing through word of mouth.

BEV owners across the board agree that owning a BEV has exceeded their expectations. Eight in ten (81%) described BEV ownership as better than anticipated. Owners cited the cost of charging at home (48%), repair costs (47%) and the speed of charging at home (40%) as top areas where they were pleasantly surprised.

These experiences have made BEV owners fierce advocates for the powertrain. Additionally, BEV owners are more likely than the average driver to talk to others about their vehicle. Nearly half (46%) reported talking about their BEV frequently or very frequently, compared with 31% of all powertrain owners. Two-thirds (63%) said they would be very likely to convince a non-owner to switch to a BEV.

Discussions between owners and non-owners tend to center on common themes, although the groups do exhibit subtle but significant differences. Non-BEV owners are most curious about driving range (57%), public charging (48%) and home charging (48%). Meanwhile, BEV owners most frequently highlight the convenience of skipping the gas station (46%)—a point rarely raised by non-BEV owners—and home charging (45%).

Tackling Misconceptions Around BEV Ownership

The data demonstrate just how persuasive these discussions can be, with 77% of non-BEV owners saying their interactions with BEV owners are informative. These conversations also provide a chance to dispel common myths around BEV ownership. For instance, it’s often assumed that BEV owners rely on a gas or hybrid vehicle for longer journeys in households where the BEV is a family vehicle. However, our qualitative and quantitative findings tell a different story.

Three in four (73%) family-oriented BEV owners reported using their BEVs rather than another vehicle in the household for road trips longer than 200 miles, indicating that access to a secondary vehicle is not a significant factor in BEV purchase decisions. The theme of taking longer trips came up in all five of our qualitative dyads, where BEV owners highlighted the breadth and reach of the charging network—even in remote areas. Owners also shared how having a home charger had dispelled their fears about driving range, reduced their monthly expenses and saved them time.

Converting the BEV-Curious

Personal conversations typically resonate more deeply than marketing messages, so it’s no surprise they carry weight for EV Intenders. And clearly, nothing beats getting behind the wheel—or in the passenger seat. We’ve previously emphasized the need for automakers and dealers to offer more hands-on opportunities with BEVs through initiatives such as ride-and-drive events, test drives and service loaners.

However, the level to which word of mouth influences potential buyers underscores the importance of leveraging authentic customer experiences to inspire action and address possible concerns, such as range anxiety. Owning a BEV outperforms owners’ expectations—and for non-owners, driving one elicits amazement and admiration. It’s time automakers tap into these positive experiences and customer stories to convert the BEV-curious into committed BEV buyers.

If you’d like to learn more about our study or how our Automotive & Mobility experts can help you craft an effective marketing and communication strategy to convert shoppers into BEV buyers, send us a note by using the form below.

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