Tag: EV market

As the desire for flexibility and affordability continues to grow across the overall vehicle market, it seems the trend is carrying over into the electric vehicle (EV) space—resulting in more manufacturers rolling out new models as the number of consumers opting for the electric fuel type rises. According to Experian’s Automotive Consumer Trends Report: Q2 2024, non-luxury EV registrations grew to 26.6%, from 22.7% last year, while exotic and luxury declined from 77.3% to 73.4% year-over-year. Furthermore, of the 291.1 million vehicles on the road in Q2 2024, EVs accounted for over 3.5 million, an increase from more than 2.7 million last year. Historically, EVs were often viewed as luxury vehicles that offered limited model availability to choose from. Though, it’s notable that as more non-luxury models are introduced, the EV market share is witnessing a shift in consumer preference. For instance, Ford led the new retail non-luxury EV market at 21.9% in Q2 2024, from 24.0% last year. Hyundai increased from 15.2% to 19.3% year-over-year, Chevrolet decreased from 24.2% to 13.2%, Kia went from 9.2% to 12.5%, and Volkswagen declined to 11.2% this quarter, from 15.8% in Q2 2023. Consumers continue to embrace EVs While understanding the current EV market share allows automotive professionals to assist in-market shoppers more effectively, leveraging multiple data points allows for a more nuanced perspective while helping them prepare for the future as the market continues to evolve. It’s notable that 77.4% of EV owners replaced their current EV with another one in the last 12 months. Meanwhile, 16.2% transitioned to a gasoline fuel type and 3.2% switched to a hybrid. With the EV model lineup expanding, consumers are potentially intrigued by the new options or holding steadfast to a manufacturer. Regardless, the majority of current EV owners are remaining loyal to the fuel type. However, data found that 81% of households with at least one EV also own a gasoline-powered vehicle, 14% also own a hybrid, and 12% own an additional EV. There are a number of factors that can play a role in owning another vehicle alongside an EV—such as range anxiety or tasks that require a larger and more versatile vehicle—so having a secondary option allows consumers to maintain the flexibility to meet diverse transportation needs. To learn more about EV insights, view the full Automotive Consumer Trends Report: Q2 2024 presentation.

With wider model availability and technology continuing to develop, the electric vehicle (EV) market experienced shifting in 2023, most notably among the top five newly registered models. According to Experian’s Electric Vehicles 2023 Year in Review, Tesla only made up two of the top five newly registered models in 2023, compared to four of the top five a year prior. The Tesla Model Y made up 36.8% of new retail EV registrations in 2023, followed by the Tesla Model 3 (19.6%), Volkswagen ID.4 (3.4%), Ford Mustang Mach-E (2.9%) and Chevrolet Bolt EUV (2.8%). The Volkswagen ID.4 and Chevrolet Bolt EUV were the newest entrants to the top five, replacing the Tesla Model X and Tesla Model S. EV registrations grow We’re also witnessing shoppers gravitate toward EVs more often than in years past. For instance, of the 11.8 million new retail registrations in 2023, more than 8% were EVs. Comparatively, of the 12.3 million new retail registrations in 2022, just over 6% were EVs. It’s notable that EVs continue to be most popular on the West Coast—particularly in California and Washington. According to the data, 33% of new retail EV registrations were in California—Los Angeles (170,000+), San Francisco (90,000+) and San Diego (30,000+) were among the top five DMAs for new retail EV registrations, along with Seattle, Washington (35,000+). While California exhibits robust EV registration growth, other states show the potential to expand, something automotive professionals should keep in mind. For instance, El Paso, Texas, was the fastest growing DMA for new retail EV registrations—with an 89.5% five year, year-over-year growth average, Savannah, Georgia, came in second at 81.8%, followed by Peoria-Bloomington, Illinois (76.7%), and Waco, Texas (73.7%). EV buyer insight Beyond the “what” and “where” of the EV market, the “who” is perhaps most important. Which customers have the highest propensity to buy an EV? According to the data, Gen Xers accounted for 32.0% of new retail registrations in 2023, however they accounted for 37.7% of new EV retail registrations over the same period. Similarly, millennials accounted for 24.5% of new retail registrations, yet made up 30.6% of new EV retail registrations in 2023; the only two generational demographics to over index on EV purchases. As professionals in the automotive industry find ways to stay ahead of the evolving EV landscape, leveraging data will enable them to understand and identify emerging opportunities to tailor their marketing strategies to a consumer’s needs. To learn more about EV trends, view the full Electric Vehicles 2023 Year in Review.