According to J.D. Power, in 2024, owners of electric vehicles have become more satisfied with their vehicle experiences, with BMW’s iX owners ranking as the most satisfied. In fact, in the last two years, BMW has taken the top two spots in the Premium Battery Electric Vehicles category.
At the same time, competition in the EV market has increased substantially. According to the fifth annual J.D. Power 2025 U.S. Electric Vehicle Experience Ownership Study, premium and mass-market battery electric vehicles (BEV) increased their market share to over nine percent from 8.4 percent in 2023.
Even with more competition, car makers such as Tesla remain strong, but consumers have faced an increase in the number of EV models and manufacturers vying for their purchase. Rivian and Polestar also ranked highly in the Premium category, as did Audi and Cadillac. In the less expensive Mass Market Battery Electric Vehicles category, Hyundai’s IONIQ 6 took the top spot.
The EVX study measures owner satisfaction across various topics, with a maximum score of 1000. Some of the topics include the accuracy of the stated battery range, the availability of charging stations, the cost of ownership, driving enjoyment, ease of charging, styling, safety and technology, service experience, and vehicle quality and reliability.
In the Premium category, the BMW iX achieved a score of 790, with the BMW i4 receiving a 783. The closest competitors were the Rivian R1S, with 770, and the Tesla Model 3, with 767. In the Mass Market category, the top-ranked IONIQ 6 achieved a score of 751.
Part of the increase in market share is attributed to EV tax incentives and improved charging infrastructure, both of which may change, as the current administration has indicated. However, a significant factor in BMW’s top ranks was reported to be customer education. According to Brent Gruber, executive director of the EV practice at J.D. Power, “First-time EV buyers are receiving minimal education or training, dealer and manufacturer representatives play the crucial role of front-line educators, but when it comes to EVs, the specific education needed to shorten the learning curve just isn’t happening often enough. The shortfall in buyer education is something we’re seeing with all brands.”
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