17% of Americans didn’t know Tesla sold an EV
69% didn’t know Chevrolet has an electric car on sale
21% said they are considering a Toyota EV, which didn’t exist at the time of the survey
An American study conducted by Cox Automotive in June and July 2021 with around 5,000 participants aged 18 to 72 that either own, considered or rejected an electric vehicle during a recent car purchase.
This study shows that even within the group of population that has interacted with EVs, the level of awareness towards each model is still very low.
Indeed, 69% of the people surveyed were not aware that Chevrolet sells an electric vehicle, despite the Bolt having been on sale since 2016.
BMW was second, with 68% that didn’t know it made an EV, even if the US is the i3’s largest market globally.
More surprising is Nissan, with 63% of respondents who weren’t aware of the Leaf, which was the first EV from a legacy automaker when it was introduced over ten years ago.
56% of people didn’t know Ford makes an EV despite the Mustang Mach-E being on the road for over a year and the Focus Electric that was sold for many years.
The most surprising result however is Tesla, with 17% of Americans who don’t know the company sells an electric vehicle, despite EVs being the only types of vehicles Tesla has ever sold during its 14 years of automotive production.
Interestingly, in the case of Toyota, this lack of awareness goes the other way, with 21% of the surveyed population claiming they were aware of a Toyota EV and had considered one during their purchase process. Toyota doesn’t currently sell an electric vehicle in the United States.
This last case is probably due to people mistaking the Prius as a fully electric vehicle instead of a hybrid.
Not everything is bad however, since 55% said they knew Tesla makes EVs and have considered one. This percentage is 23% for Ford.
The study also revealed which factors influence the buying decisions concerning EVs and what is the range consumers expect.
The most important factor for prospective buyers is the purchase price (23%) and second is the range (20%).
38% said they are considering buying an EV in the next 12 months and this number would increase to 58% if they were priced the same as competing gasoline powered vehicles or even 71% if they were sold for $5,000 less than their competitors.
In terms of range however, the minimum acceptable and the ideal numbers have both increased over 2019, with the least amount of range to be considered now sitting at 217 miles (350 kilometers) and the desired range being 341 miles (549 kilometers).
In 2019, these numbers were 184 miles (296 kilometers) and 300 miles (482 kilometers) respectively.