There are several notable companies making all-electric vehicles, but among them, Tesla remains the undisputed leader when it comes to raising awareness for EVs.
This was recently reflected in a study from Atlanta-based Cox Automotive, which surveyed 2,503 consumers comprised of electric car owners, EV considerers and EV non-considerers, as well as 308 franchised dealers, to determine the gap between consumers’ and dealers’ barriers and expectations with the current EV realities in the United States.
Based on the results of the study, 81 percent of car buyers who were open to acquiring an electric car listed Tesla as a vehicle that they were considering for purchase. The gap between Tesla and veteran automakers is notable, with the second place, Toyota, far behind at 52 percent. Chevrolet was listed by 47 percent of potential EV buyers, Nissan was listed by 42 percent, and Honda was listed by a mere 39 percent of EV considerers.
In a conference call with reporters, Cox Automotive Mobility Group manager of Research & Market Intelligence Rachelle Petusky credited Tesla for positioning itself as a key leader in the electric vehicle market. “They’ve done a wonderful job at presenting themselves as the innovative leader of electric vehicles and therefore, this is translating high awareness among consumers,” she said.
Petusky even went so far as to state that without Tesla in the picture, the market share for electric cars in the United States is “stagnant.” This was despite the alleged impending arrival of dozens upon dozens of electric and electrified vehicles from traditional carmakers.
While Tesla remains a dominating force in the pure electric car segment, Cox’s study also showed that a notable portion of car buyers still have reservations about EVs as a whole. Among the respondents who identified themselves as EV non-considerers, 83 percent listed battery limitations and charging anxiety while 70 percent listed high costs as their barriers to purchasing an electric car. This, according to Petusky, is unfortunate, as EV pricing has actually increased far less than the price of internal combustion cars over the past years.