A recent consumer survey commissioned by the BMW Group shows that U.S. drivers remain enthusiastic about electric vehicles' performance and practicality, even as cost and infrastructure challenges persist. The survey underscores growing interest in both EVs and new powertrain technologies while highlighting the importance of ongoing innovation and investment throughout the electric vehicle landscape.
The study indicates that 92 percent of American drivers view innovation in EV technology as important, and roughly 30 percent of those respondents describe it as "very important."
Interest isn't limited to battery-electric cars, either—58 percent of Americans say they're open to hydrogen fuel cell vehicles. Although familiarity with hydrogen technology continues to lag behind that for battery-electric models, this level of curiosity suggests consumers are eager to learn more as infrastructure expands.
The survey also reveals a shifting perception: fewer people now see EVs as a niche market. Today, 62 percent of Americans categorize EV owners as "early adopters" of a rising technology, compared to just 5 percent in 2023. Cost remains the biggest barrier, with 40 percent of those surveyed citing price as the main reason they haven't yet made a purchase. In the meantime, 66 percent say they'd consider a hybrid or plug-in hybrid before opting for a fully electric vehicle.
Overall, awareness and enthusiasm for EVs are on the rise across the country. More drivers recognize that these vehicles are available and perform better than ever, and many are ready to make the switch when budget allows.
We offer an expanding lineup of electric BMW models here in the U.S., and we expect even more choices in the years ahead. If you'd like to experience a BMW EV for yourself, stop by today—our team is ready to answer your questions and help you find the perfect BMW for your needs.