It appears that electric vehicle owners are less attached to their car brand than other new vehicle buyers, at least in the United States, and at least according to one study. As reported by CDG News, Escalent’s Brand DeepDive 2026 report finds that only 46 percent of current EV owners consider it likely that they will choose the same brand for their next purchase.
Are “potential buyers” more loyal?
That figure climbs to 60 percent among consumers who don’t have an EV but say they have a strong intention to purchase an electric vehicle. That climbs again, to 65 percent, among those who are “open” to an EV, and again, to 68 percent, among buyers who are hesitant or resistant to switching. Those folks, in other words, are more likely to stay with their brand for their next, non-EV purchase.
Switching to EVs triggers openness to switching brands
The study, which is part of Escalent’s EVForward research program, also shows that switching to electric frequently coincides with changing brands.
In households that own both an electric vehicle and a vehicle with another powertrain, brand loyalty has been almost completely thrown out the window: a whopping 93 percent selected an electric model from a different brand than their non-electric vehicle.
Tech a big driver of change
So what’s leading consumers to look elsewhere? For 32 percent of respondents, it has to with technology and software. Performance and trust in battery reliability follow at 20 percent each, with confidence in the charging experience at 18 percent.
For automakers, the electric transition thus represents an opportunity to recruit new customers, but also presents a risk of losing owners previously loyal to their brand.
Toyota still ahead, Tesla losing ground
Toyota and Tesla tie as the most considered brands for an electric vehicle purchase. Their situations diverge, however, when Escalent evaluates overall brand consideration.
Tesla’s brand consideration has declined compared to similar research conducted in 2023, particularly among consumers with a strong intention to go electric. Toyota, meanwhile, benefits from favourable consumer perceptions regarding trust, value and loyalty.
“Tesla’s EV lineup is respected, but the brand is losing strength,” stated K.C. Boyce, Vice President at Escalent.
Price an increasingly important factor
Prospective EV buyers expect to spend less than current electric vehicle owners, according to Escalent. As a result, the availability of affordable vehicles could weigh more heavily in their decision-making process.
Takeaways for the automakers
To retain their customers, automakers will need to offer models with pricing, range and equipment – especially tech - that meet expectations. And as several automakers have already concluded, affordability is now the new EV sector buzzword: without an accessible option in their current lineup, some buyers could take their business to a competitor.