• by Tanya Gazdik , 5 hours ago

The Harris Poll recently conducted a survey to understand American sentiment regarding electric vehicle rollbacks by automakers. 

The research aims to offer insights into consumer expectations around transparency, long-term commitment, and automakers’ responsibility in managing external cost pressures.

The survey found that EV strategy reversals are creating an early credibility risk, especially with younger consumers.

Older consumers (Gen X and boomers) are more accepting of automakers slowing their EV plans compared to millennials and Gen Z, according to the research. While the EV pullbacks are accepted in principle, it still raises deeper questions about strategy. 

For younger consumers, EV reversals signal short-term maneuvering. Long-term commitment still matters, with 70% of millennials saying that scaling back EV plans means trading long-term prosperity for short-term political gain (vs. 55% boomers), and 66% of millennials say EV reversals signal a lack of long-term vision (vs. 48% boomers).

Among Gen Z, reversals are beginning to erode trust. And while the EV pullbacks haven’t triggered immediate behavior changes, they are increasing scrutiny.

Ultimately, consumers can accept course correction — but not strategic ambiguity, the research shows. EV pullbacks require narrative discipline. Course changes must be clearly framed as part of a coherent long-term strategy, not a reactionary reset.

The survey was conducted online within the United States by The Harris Poll from Jan. 13-15 among 2,085 adults ages 18 and older.

Separate from the research, rising gas prices might be prompting some automakers to kick themselves for pulling back on their EV plans. 

But in reality, higher prices at the pump likely won’t motivate consumers who weren’t already considering EVs to take another look, says Gregory Paratore, a vice president with The Harris Poll.

“I think rising gas prices absolutely frustrate consumers and change behaviors in the moment, but they don’t fundamentally change how consumers view automakers,” Paratore tells Marketing Daily. “Our Harris Poll research shows consumers can hold two sentiments at once. They can accept that there’s short-term volatility such as gas prices, geopolitics, or inflation, but still judge companies on their long-term vision and credibility.”