Ford Authority

New Car Buyers Less Likely To Consider EVs In 2024: Study

With consumer interest in EVs cooling as of late, Ford has delayed the launch of certain models as it pivots to touting the fact that it offers new car buyers a wide range of powertrain options. Meanwhile, a bevy of recent studies have found that while a decent chunk of Americans are considering EVs as their next new vehicle purchase, that percentage is shrinking – and many remain weary and a bit unsure when it comes to giving up their ICE vehicles. Now that the J.D. Power 2024 U.S. Electric Vehicle Consideration (EVC) Study has been released, it confirms that new car buyers are less likely to consider EVs now compared to the past few years, too.

2024 Ford Mustang Mach-E GT Bronze Appearance Package - Exterior 003 - Front End

For the first time since the EVC Study was conducted in 2021, the percentage of consumers that say they’re “very likely” to consider buying an EV – 24 percent – has declined, in this case, from 26 percent last year, and those that responded “overall likely” to that same question accounted for 58 percent of respondents, compared to 61 percent in 2023.

As for why this is the case, J.D. Power points to a number of factors influencing consumer interest in EVs. Chiefly among them is affordability, a lack of infrastructure and general knowledge regarding all-electric vehicles, lower year-over-year fuel prices, inflation, high interest rates, and underwhelming growth in regard to model availability.

Ford Mustang Mach-E Tesla Supercharger North American Charging Standard NACS Adapter - Exterior 001 - Rear Three Quarters

“As the industry inches toward mass consumer adoption, the main roadblocks to getting consumers behind the wheel of an EV are the continued shortage of affordable vehicles, charging concerns, and a lack of knowledge regarding the EV ownership proposition, including incentives,” said Stewart Stropp, executive director of EV intelligence at J.D. Power. “As understanding of EV incentives rises, so does the likelihood of consideration. However, approximately 40 percent of shoppers say they do not have a solid understanding of such incentives. This year, it’s been more incremental. Several automakers have deferred EV launch and production plans and have shifted more focus toward hybrids and plug-in hybrids, so we’re seeing a lot of shoppers who still haven’t found an EV that checks all the boxes.”

We’ll have more on the state of the EV market soon, so be sure and subscribe to Ford Authority for 24/7 Ford news coverage.

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

Subscribe to Ford Authority

For around-the-clock Ford news coverage

We'll send you one email per day with the latest Ford updates. It's totally free.


  1. John

    Yep! EVs should be an option, but not forced.

  2. William J. Offutt jr.

    Ford customers say NO to electric vehicles as they buy elsewhere at Kia, Hundai, Toyota , and lexus, Genesis, . Why , Americans love their gas powered autos , and stopping at Sheetz, Rutters, WaWa coffee ,donuts, subs, and snack stores that provide the breaks as they drive along their trips ! Simply, their Way of Lifestyle !

  3. Ford Owner

    Gasoline prices in e U.S. are artificlally low due to oil subsidies and large inventories of stored fuels. If the Israel war gets worse, the OPEC will raise prices and the U.S. oil magnates will follow. By then, everyone who bought that gas guzzler will repent from not buying an electric. We who have home energy systems with batteries will be the best EV customers, since non of the oil problems affect us. BTW, gasoline is pumped with electricity, so if you think electricty will cost more, gasoline will also cost more at any station.

  4. Mark B

    Still too many unresolved issues from the consumer perspective regarding EVs. Once those are largely satisfied, the trajectory may change.


Leave a comment