• by Tanya Gazdik , Yesterday

Consumers are increasingly optimistic about electric vehicles -- and innovation, range and attainability remain keys to accelerating EV adoption.

That’s according to a survey commissioned by BMW Group, now in its fourth consecutive year. BMW Group’s Mini brand commissioned the original survey in 2019. It took a hiatus, returned in 2022 and was repeated in 2023, 2024 and now 2025. 

This year, BMW joined Mini and helped add several new questions for the nationally representative online survey conducted by Big Village May 7-9 with a sample of 1,007 adults, 18 years and older.

While barriers like cost and infrastructure persist, expectations around EV performance and usability are evolving, says Mariella Kapsaskis, department head, corporate and product communications, BMW of the Americas.

“Consumers expect continued innovation in the development of electric vehicle technology and that a reputation for innovation is a top priority when considering an EV brand,” Kapsaskis tells Marketing Daily. “These insights will help us sharpen our messaging across MINI and BMW to focus on what matters most to today’s drivers: advanced technology, accessible design and a commitment to building a more sustainable future.”

According to the survey, 92% of Americans believe continued innovation in EV technology is important, with 30% of those respondents calling it “very important.” Supporting this, over 30% of consumers ranked a reputation for innovation as the top priority when considering an EV brand, underscoring that technological leadership remains central to driving adoption.

Affordability is still a hurdle. About 40% of those surveyed cite cost as the main reason they haven’t purchased one yet.

Charging knowledge is improving, with 47% saying they know where the nearest public charging station is, up from 40% in 2024.

Range expectations have evolved; 75% say 75 miles of daily range is sufficient, with 50 miles being the most common preference (29%), indicating that consumers are increasingly aligning expectations with practical daily driving needs rather than aiming for maximum range.

About 55% of consumers expect to purchase an EV in the future, with nearly one in five planning to do so in the next three to five years.

There is a strong interest in hybrids and plug-in hybrids: 66% of respondents say they would consider a hybrid or plug-in hybrid before purchasing a battery-electric vehicle.

Mini recently debuted the all-new 2025 Mini Countryman SE ALL4, while BMW offers eight electrified models in the U.S., including four fully electric (BMW i4, i5, iX, and i7) and four plug-in hybrid models (BMW X5 xDrive50e, BMW 550e Series, BMW 750e, and XM).