Summary

The purpose of this Zpryme exclusive  report is to assess overall customer brand awareness for leading Electric Vehicle brands in the U.S. The report further examines overall interest levels for new EV trucks. The results are presented by age, U.S. region, and gender. The data in this report was collected at the end of January 2022.

Source

The data and graphics in this report are from Zpryme’s monthly and quarterly consumer benchmarking surveys. Data is based upon a nationally representative survey sample of 1,000 U.S. adults (margin of error: +/- 3.5%).

Highlights

  • EV Brands National Interest: Tesla leads national interest in EV brands, 20.7%. Closely followed by Toyota and GM EV cars, 19.3% and 17.8% respectively. When it comes to consumers’ interests in purchasing an EV the responses are generally closely distributed among age groups. But the younger generation, 18-24 age group, are showing more interest in BMW EVs (31.4%) than other brands, while the older generation at age 65+ are more interested in GM vehicles 33.6% and Ford 31.7%.
  • Car Brand EV Association: Unsurprisingly, Tesla significantly outranked other car brands. But what was surprising is that Toyota ranked second, above Ford and even Chevrolet, even with Chevy’s EV truck debut at CES 2022. While Tesla’s brand association is strong across all age groups, it resonates the most among 35-44 and 45-54 age groups (61.1% and 62.7% respectively).
  • Most Preferred EV Truck: Interestingly, when we asked about EV truck interests, the Chevy Silverado (31.7%) ranked as the model consumers were most excited about. The Ford F-150 Lightning came in second at 27.8%, followed by the GMC Hummer (15.6%) and the Tesla Cybertruck (13.2%). Males were more likely than females to be excited about the GMC Hummer and Tesla Cybertruck. Females were more likely than males to prefer the Chevrolet Silverado and the Ford F-150 Lighting. From a regional perspective, consumers in the South and North East were most excited about the Chevy Silverado. The Ford F-150 Lighting was most preferred in the West and Midwest. Lastly, the Tesla Cybertruck ranked highest in interest among those 24-34 years of age.

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