Traditional brands’ EVs surpass Tesla in satisfaction

• J.D. Power’s 2024 APEAL study shows non-Tesla EVs higher in satisfaction than Teslas
• Buyers of traditional brands’ EVs are more satisfied than buyers of gas or PHEV models
• Value-minded mainstream Tesla buyers are more critical than the brand’s fans

Tesla appears to be facing challenges in winning over new EV buyers while mainstream brands are gaining popularity among shoppers.

Contrary to previous years, owners of non-Tesla EVs are now more satisfied with their vehicles compared to Tesla owners, as per the recent J.D. Power APEAL study.

Non-Tesla EVs have surpassed Tesla vehicles and even gasoline and plug-in hybrid models in terms of satisfaction, according to the study based on feedback from 99,144 owners of new 2024-model-year vehicles.

Mainstream automakers have made significant strides in improving interior storage and material quality, leading to higher satisfaction levels.

Tesla needs to impress new buyers

One of the key challenges for Tesla is the changing buyer demographic, with a mix of loyal fans and new buyers switching from other brands to Tesla EVs for the first time.

The satisfaction gap between repeat Tesla buyers and new customers is substantial, with the latter group expressing criticism across various aspects of the vehicle experience.

Top brands for EV appeal

Porsche emerged as the top premium brand in the study, with the Porsche Taycan receiving high marks. Other brands like BMW, Cadillac, and Genesis also performed well with their EV offerings.

Among mainstream brands, Kia and Hyundai stood out for their popular EV models like the Kia EV9 electric SUV and Hyundai Ioniq 5 electric crossover.