As the increased availability of electric vehicles leads consumers to focus more heavily on “traditional factors” such as quality and styling, Rivian and Mini Cooper are seeing the benefits, a 2023 J.D. Power study shows.
The Rivian R1T ranked highest overall for customer satisfaction among premium EVs with a score of 794 out of 1,000 in the 2023 JD. Power U.S. Electric Vehicle Experience Ownership Study. Tesla Inc. finished in second place with 759 points.
Tesla dominated the category in 2022 with the Model 3, Model Y and Model S taking the top three slots of vehicles with the highest satisfaction. This year the Model 3 and Model Y finished second and third, respectively.
The Mini Cooper Electric ranked highest overall for customer satisfaction among mass market EVs, with a score of 782. The vehicle has the highest satisfaction score in quality and reliability of all vehicles studied.
Mini Cooper was not among the most satisfactory mass market EVs in 2022, when the Kia Niro EV topped the list. Two Kia vehicles — Kia EV6 and the Kia Niro EV — are ranked this year.
“The electric vehicle landscape is changing quickly, and newer models are bringing in more mainstream, first-time EV buyers,” said Brent Gruber, executive director of the EV practice at J.D. Power. “Recent vehicle launches from both new brands and traditional automakers have had a profound effect on what factors are most important in the ownership experience. Today’s EV owners are looking for quality, reliability, driving enjoyment, safety and technology features.”
Key findings
The study includes 10 factors: accuracy of stated battery range, availability of public charging stations, cost of ownership, driving enjoyment, ease of charging at home, interior and exterior styling, safety and technology features, service experience, and vehicle quality and reliability.
This year’s award-eligible vehicles doubled for mass market EVs and the premium segment grew from four to five vehicles.
Mass market EV owners have found infotainment to be the most problematic category for the third consecutive year. Premium EV owners find squeaks, rattles and overall exterior to be the largest issues.
The largest discrepancy between the mass market and premium owners is in public charging. Premium EV owner satisfaction in this area scored 589 points, opposed to 341 among mass market owners.
“The EV marketplace is dynamic and the important factors that manufacturers need to watch will vary based on their history and experience,” Gruber said. “First-time EV buyers who are more mainstream will compare their EV’s build quality to what they know about gas-powered vehicles.”
New survey questions in this year’s study show that satisfaction is higher for those who have used their EV for towing. General satisfaction, driving range satisfaction and stated vehicle range accuracy satisfaction are all higher among those who used their EV to tow.
The rate of first-time EV ownership rose 11 percentage points from 2022, rising to 85 percent from 74 percent. Mass market EVs are attracting new owners more quickly, with the percentage of first-time mass market EV owners jumping to 89 percent in 2023 from 67 percent in 2022.
Despite the rise in EV ownership, satisfaction is only higher among veteran owners in one category: vehicle quality and reliability.
First-time mass market owners cite lower running costs and tax incentives as their largest purchasing incentive, while first-time premium EV owners cite driving performance. Overall satisfaction for mass market owners averaged 730 points while premium owner satisfaction averaged 756.