Rivian tops Tesla in premium EV satisfaction; Mini Cooper most satisfactory mass market EV

Key findings

The study includes 10 factors: accuracy of stated battery range, availability of public charging stations, cost of ownership, driving enjoyment, ease of charging at home, interior and exterior styling, safety and technology features, service experience, and vehicle quality and reliability.

This year’s award-eligible vehicles doubled for mass market EVs and the premium segment grew from four to five vehicles.

Mass market EV owners have found infotainment to be the most problematic category for the third consecutive year. Premium EV owners find squeaks, rattles and overall exterior to be the largest issues.

The largest discrepancy between the mass market and premium owners is in public charging. Premium EV owner satisfaction in this area scored 589 points, opposed to 341 among mass market owners.

“The EV marketplace is dynamic and the important factors that manufacturers need to watch will vary based on their history and experience,” Gruber said. “First-time EV buyers who are more mainstream will compare their EV’s build quality to what they know about gas-powered vehicles.”

New survey questions in this year’s study show that satisfaction is higher for those who have used their EV for towing. General satisfaction, driving range satisfaction and stated vehicle range accuracy satisfaction are all higher among those who used their EV to tow.

The rate of first-time EV ownership rose 11 percentage points from 2022, rising to 85 percent from 74 percent. Mass market EVs are attracting new owners more quickly, with the percentage of first-time mass market EV owners jumping to 89 percent in 2023 from 67 percent in 2022.

Despite the rise in EV ownership, satisfaction is only higher among veteran owners in one category: vehicle quality and reliability.

First-time mass market owners cite lower running costs and tax incentives as their largest purchasing incentive, while first-time premium EV owners cite driving performance. Overall satisfaction for mass market owners averaged 730 points while premium owner satisfaction averaged 756.