Study: Nearly 60% of Americans have considered buying an electric vehicle or hybrid

1 in 5 people have considered purchasing a fully electric vehicle

Across the general population, nearly 60% of people have considered buying a hybrid or EV and nearly 20% of people have considered purchasing an EV. Reduced cost of gas and environmental sustainability were the primary motivators people cited. Other less popular motivators include government incentives, the potential of an autonomous vehicle, aesthetics and the enhancement of personal brand.

When we break this down by state, we see some differences. About 65% of people in Texas have not considered a hybrid nor fully electric vehicle, and about half of California residents have also not considered a fully electric vehicle. Why? Texans are one and a half times more likely than the general population to feel like EV technology is too new or that they lack understanding of it. California drivers are more dissuaded by the lack of charging capability at their residence. 

Approaching the data by age, we found that the level of consideration for EVs increases as the age decreases. Around two out of three Boomers have not considered a hybrid or fully electric vehicle, while two out of three Gen Zers have considered one. 

That’s looking at people who have considered purchasing an EV, but what about actually buying one? When it comes to people who have purchased hybrid or electric vehicles, only 19% of people have purchased a hybrid vehicle in their lifetime, and 6% have purchased a fully electric vehicle. About 75% of people have not ever purchased a hybrid or fully electric vehicle. 

We found that new, hybrid vehicles are the most desired gas-alternative vehicle among the general population. About 50% of people would consider purchasing a new hybrid car, compared to just 7% of people who would consider purchasing a used, fully-electric vehicle. Plus, of those who have purchased EV or hybrid vehicles, three out of four purchased new. 

Tesla is the number one brand both considered for purchase and actually purchased

Tesla is the number one considered manufacturer for electric vehicles among the general population, followed by Toyota, Ford and Chevrolet. Half of all people considering purchasing an electric vehicle are considering Tesla, and of those who have purchased an electric vehicle, one in five actually did purchase a Tesla. 

When it comes to what type of body style electric vehicle drivers prefer, sedans are the most popular. Two out of three people considering EVs consider a sedan, while a little less than half purchase a sedan. Of those who have purchased an EV, about one in four purchased an SUV.

While electric vehicles have become more accessible to the general population, they haven’t actually claimed much market share with the masses. Our study shows that there may be a lack of education and resources from car manufacturers about the pros and cons of EVs. 

While there has been the assumption that most people who prefer or consider EVs are doing it for the environment, our study shows that’s not always true. EV manufacturers must appeal to several different values today in order to be competitive.

Methodology

The Zebra conducted a consumer survey with panel provider Maru Blue from January-February 2022. The general population sample size was 1,200 and the by generation sample was 1,848. 

All participants had to be over 18 years of age, be a licensed driver and must have previously acquired a vehicle (cash, financing, lease, gift all satisfy).