---
title: J.D. Power Study:  Electric Vehicle Consideration Drops
description: The new J.D. Power study finds that a lack of affordable EVs and poor knowledge of incentives are among the issues facing the EV market.
---

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# [J.D. Power Study:  Electric Vehicle Consideration Drops](https://www.carpro.com/blog/j.d.-power-study-electric-vehicle-consideration-drops)

 Written by [CarPro](https://www.carpro.com/blog/author/carpro) | May 27, 2024 6:18:38 PM

Not exactly breaking news for[ Car Pro Show](https://www.carpro.com/carpro-radio-show) listeners, but a new study from J.D. Power finds that consumer demand for electric vehicles (EVs) has cooled as the industry grapples with persistent growing pains.  The J.D. Power [2024 U.S. Electric Vehicle Consideration (EVC) Study ](https://www.jdpower.com/business/press-releases/2024-us-electric-vehicle-consideration-evc-study)finds that consumer interest in EVs is subsiding,  while charging concerns continue to grow.  Researchers also cite a lack of affordable EVs as well as poor incentive knowledge as two issues that are adding to the problem.

### J.D. 2024 U.S. EVC Study

For the first time since the study’s inception in 2021, J.D. Power says new-vehicle buyer consideration when it comes to EVs has dropped from the previous year. Here are the numbers:

- 24% of shoppers say they are “very likely” to consider purchasing an EV, down from 26% a year ago.
- The percentage of shoppers who say they are “overall likely” to consider purchasing an EV decreases to 58% from 61% in 2023.

“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% of shoppers say they do not have a solid understanding of such incentives. Prioritizing initiatives and efforts to educate consumers about the EV proposition—including available incentives and how they work—is vital to accelerating market growth.”

**To see the full J.D. power report, [click here](https://www.jdpower.com/business/press-releases/2024-us-electric-vehicle-consideration-evc-study).**

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