There is a lot of resistance to electric mobility. Maybe this might move the needle a tad. According to the JD Power survey those who have made the switch like their EV enough to buy another. That’s the best endorsement, really. This is also the first time JD Power has conducted an electric vehicle survey.
The study is called the JD Power Electric Vehicle Experience Ownership Study
Called the Electric Vehicle Experience Ownership Study, owners were surveyed about their purchase and conclusions about ownership. The most important factor for owners was range, of course. The next most important factor was the manufacturer’s charging network, followed by the savings they saw over gas-powered vehicles.
What’s maybe most interesting from the survey is that even those who were not completely satisfied with their EV would still buy another one. The JD Power survey found that as owner satisfaction went down so too did brand loyalty. Electric vehicles were separated between premium and mass-market EVs.
The Tesla Model S got the best JD Power score followed closely by the Model 3
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For premium EVs, the Tesla Model S scored the best followed closely by the Model 3. Picking up the bottom was the Jaguar I-Pace which saw a rough launch. Many owners experienced ranges much shorter than what Jaguar advertised. And there were software issues as well. Between the Model S and I-Pace were the Model Y, Model X, and Audi e-tron.
In the mass-market category, the Kia Niro came out on top followed by the Chevy Bolt. Volkswagen’s e-Golf came in last. Between those two in descending order are the Hyundai Kona EV and Nissan Leaf. Based on their scores it looks like satisfaction was lower with the mass-market entries, yet owners would buy another EV. But they wouldn’t buy from their current EV manufacturer.
While quality has been a problem for Tesla over the years, owners said they were generally satisfied with their purchase. So, in spite of quality issues, they would purchase another Tesla product. What that means for companies that are beginning to come to market with new EVs is unclear. Maybe Tesla owners are willing to give Tesla a pass on quality because it is a new company and the first to really push the EV market.
The survey doesn’t look good for both Audi and Jaguar
Especially in the premium category, it doesn’t look good for both Audi and Jaguar. Coming late to the game one would expect that their EV models would outshine the Tesla offerings. These two companies have had the time to get it right. Yet, from the issues Jaguar faced out of the gate and Audi’s direct shot at Tesla, buyers find more satisfaction with the startup’s products.
Audi and Jaguar also had the advantage of auto manufacturing going back almost 100 years. That in itself should have put them on a much stronger foundation to build a better product. Since more EVs are hitting the market like the Porsche Taycan, we’ll be anxious to see how they factor into the survey the next time.