Energy news is currently dominated by discussions surrounding Tesla’s strategic direction—whether it should prioritize a high-volume, mass-market vehicle or fully commit to autonomous robotaxis.
Additionally, the increasing competition from BYD and other Chinese automakers, along with somewhat underwhelming electric vehicle (EV) sales in the U.S. during the first quarter of the year, are making headlines. While EV sales have still increased compared to last year, the pace of growth has notably slowed.
Curious about American perceptions of electric cars and the factors influencing their hesitancy, I explored data from the Potential Energy Coalition. This dataset is derived from a variety of national surveys and messaging tests, incorporating responses from nearly 60,000 individuals.
The U.S. remains one of the most resistant markets for EV adoption worldwide. In 2022, only 8% of new cars sold in the country were electric—a figure significantly below the global average of 14% and well behind other regions such as the European Union (21%), the United Kingdom (23%), and China (29%). Norway, a frontrunner in EV adoption, surpasses all these figures.
The accompanying chart, based on International Energy Agency (IEA) data, illustrates these disparities. While new IEA figures for 2023 are still pending, the overall trend is expected to remain consistent. As we delve deeper, a pronounced partisan divide in attitudes toward EVs emerges.
This context highlights the challenge of penetrating the U.S. market. If EV adoption gains momentum here, it would signal broader global acceptance.
Most Americans Expect to Own an EV in the Next 10 to 15 Years
Survey participants were asked whether they anticipated leasing or purchasing an EV in the future and, if so, when. They could also select “Never” as a response.
Over a third (37%) expected to own or lease an EV within five years, while 60% foresaw making the switch within a decade. About one-fifth stated they would never own one.
A breakdown by political affiliation, illustrated in the chart below, shows that three-quarters of Democrats expected to have an EV within 10 years.
Republican respondents were more hesitant, a trend that persists throughout this analysis. However, more than 40% still indicated plans to lease or purchase an EV in the next decade, while an equal percentage said they would never own one.
One limitation of this question is that it measures expectations rather than preference. Some respondents may have predicted they would own an EV in the next 15 years not because they want one, but because they believe gasoline cars will be banned or phased out by automakers.
In this sense, the survey reflects expectations about industry trends rather than personal attitudes toward EVs.
American Perceptions of EV Benefits
Despite increasing EV adoption, skepticism remains prevalent among Americans. What concerns do they have?
Potential Energy Lab surveyed participants on their agreement with various statements using a five-point scale. Responses of “4” or “5” were classified as agreement, though this does not necessarily mean dissent from other participants—many may have selected “3,” indicating neutrality or uncertainty.
The results, detailed in the chart below, are divided by political affiliation. Given the wealth of data, we’ll focus on key findings.
Cost
This was the one area where Republicans and Democrats aligned completely. The initial purchase price of EVs remains the biggest obstacle to adoption.
Multiple polls corroborate this, with two-thirds of respondents in a University of Maryland/Washington Post survey stating that EVs are more expensive.
However, prices are dropping rapidly. With tax credits from the Inflation Reduction Act (IRA), price parity with gasoline vehicles is expected soon. This is especially evident in leasing options, which mitigate high upfront costs.
Range
Range anxiety remains a concern for 60% of respondents, who believe EVs are not yet suitable for widespread use.
The average EV range now exceeds 220 miles, with high-end models surpassing 400 miles. Given that the typical U.S. driver covers about 30 miles per day, a single charge should suffice for weekday commutes.
Concerns likely stem from longer trips, where reliable charging infrastructure is crucial. While expansion efforts are underway, it may take time for consumer confidence in charging availability to solidify.
Climate Impact
Less than half of respondents believe EVs benefit the climate—a concerning statistic, given the well-established consensus that EVs have a lower carbon footprint, even when electricity generation includes coal. This suggests a significant communication gap regarding EVs’ environmental benefits.
Republicans were particularly skeptical, with fewer than 25% agreeing that EVs mitigate climate change. Surprisingly, even among Democrats, less than two-thirds shared this view.
Clean Air and Environmental Impact
Similar patterns emerged regarding EVs’ role in reducing air pollution and improving environmental conditions. Approximately half of respondents agreed with these statements, despite clear evidence supporting them.
The broader “better for the environment” claim appears ambiguous. If EVs lower emissions and improve air quality but require more water or specific minerals, are they still environmentally superior? Many respondents likely associate EVs with mineral extraction issues, overlooking the broader sustainability benefits.
While mineral demand poses challenges, research suggests that overall material extraction will decrease in a low-carbon economy, even factoring in mining waste.
However, transport-specific material requirements might increase slightly. Although this may affect environmental assessments, it seems unlikely to negate EVs’ broader ecological advantages.
Jobs and Energy Independence
American opinions on these issues were mixed. Many perceive the shift to EVs as a transition from “domestically manufactured gasoline cars” to “dependence on Chinese supply chains.”
In the Potential Energy survey, over half of Americans believed that purchasing an EV primarily benefits China. While the U.S. is attempting to counter this through domestic production incentives, high tariffs, and tax credit exclusions for Chinese imports, concerns about economic and job security persist.
The Importance of Consumer Choice
One of the key takeaways from the Potential Energy Coalition report is that maintaining choice is crucial. Consumers do not want to feel forced into specific options.
The most effective messaging, as highlighted in the report (illustrated in the chart below), emphasizes that “Everyone, everywhere should have the choice to make their next car a clean car.”
The focus remains on affordability, practicality, and accessibility. Essentially, making EVs financially viable and convenient encourages voluntary adoption.
Policies that emphasize incentives over restrictions tend to be more popular. People prefer tax breaks and subsidies for clean energy over outright bans on gasoline vehicles.
Striking a Balance Between Incentives and Mandates
This raises a broader question: Can the transition to EVs occur quickly enough through incentives alone, or are mandates necessary? While a market-driven approach may be more publicly palatable, its pace might be insufficient to meet climate goals.
The optimal strategy likely involves a combination of incentives and regulations. However, balancing these measures while maintaining bipartisan support presents a significant challenge for policymakers.