A survey conducted by JD Power on customer satisfaction among first-time electric vehicle (“EV”) owners revealed Tesla (NASDAQ: TSLA), Ford (NYSE: F) and Kia (OTC: KIMTF) were their top choices.
EV technology has been present for a while; however, its adoption has been faced with a couple of concerns from the U.S. consumers. Some of the limitations include the cost, lack of charging infrastructure, the fear of new technology and range anxiety. Despite these barriers, first-time buyers have a positive ownership experience and are proving that the transition is worth it as revealed in the U.S. Electric Vehicle Experience Ownership Study.
Brent Gruber, the senior director of global automotive at JD Power, said that the shift to owning an electric vehicle is “very satisfying.” He said that despite all the concerns expressed during the buying consideration process, research proves that the customers are “hooked” once they make a purchase.
The firm surveyed 8,122 electric-car owners for a period of about six years, figuring out their preferred model and the general ownership experience from 2016 to 2022. Through the duration of the surveys, the categories used to measure customer satisfaction expanded from seven factors to ten. These categories include battery range, battery-range accuracy, availability of public charging infrastructure, ownership costs, driving enjoyment, ease of charging at home, interior and exterior styling, safety and technology features, service experience, and vehicle quality and reliability.
According to the survey, the general satisfaction in first-time buyers is as high as that of veteran owners. The findings revealed that Tesla (NASDAQ: TSLA) took the top three spots. The Tesla Model 3 sedan received the highest ranking with a score of 777 on a 1,000-point scale. It led the premium segment with the Tesla Model Y coming in second with a 770 score. Tesla Model S received a ranking score of 756.
Among mass-market electric vehicles, Kia took top position for the second year; the company received a ranking of 744. Ford followed with a ranking of 741. The rest, in order from highest to lowest ratings, included Nissan, Hyundai, Volkswagen and Chevrolet.
The study also found that the availability of incentives improved satisfaction. Those who said incentives are easy to get (760) gave a higher rating in comparison to those who said that they were somewhat/very difficult to get (712). Gruber said that the dealers could facilitate customers with steps for claiming the tax credits.
Overall, the senior director said in a statement that the reason people continue buying EVs after their first purchase is because of their driving experience, safety features and lower maintenance costs.
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