Charging infrastructure continues to be the top deterrent in an annual study among car shoppers, with 52% citing charging station availability as a primary reason for rejecting EVs.

Consumer interest in electric vehicles (EVs) has not diminished over the past year, even as affordability concerns and public charging anxiety continue to temper broader adoption, according to the newly released 2025 U.S. Electric Vehicle Consideration (EVC) Study by J.D. Power.

The study found 24% of new vehicle shoppers say they are “very likely” to consider an EV, and another 35% are “somewhat likely”—both unchanged from the previous year’s results. The findings suggest a plateau in consumer interest amid growing EV options and market volatility.

“Despite the market volatility, EVs have found a solid ground for consumer consideration,” said , executive director of the EV practice at J.D. Power. “To further capitalize on that interest and spur adoption moving forward, the industry needs to have products that meet consumer needs and wants at prices that are affordable.”

EV shoppers are active cross-shoppers, evaluating nearly three brands on average, according to the study. “As more EV options come to market, this should serve as an encouraging sign for automakers because it’s an opportunity for them to gain a foothold and pull shoppers from outside their brands,” Gruber added.

While price remains a concern, it has declined in significance. Rejection of EVs due to purchase price dropped 4 percentage points to 43%, and concern about cost of ownership fell 2 points to 33%. However, charging infrastructure continues to be the top deterrent, with 52% of consumers citing charging station availability as a primary reason for rejecting EVs.

Notably, the study highlights a disconnect between interest and affordability. Younger consumers (ages 25–49) are the most receptive to EVs but are less likely to have the financial means, with only 17% earning over $100,000 annually. Conversely, older consumers who are more financially positioned to buy an EV show lower levels of interest.

Geographically, EV interest lags in parts of the Midwest, with states like Wisconsin, Kentucky, Minnesota and Ohio showing the lowest percentage of consumers “very likely” to consider an EV, ranging from 16% to 18%. This hesitancy is attributed to concerns about cold weather performance and a strong preference for traditional automakers.

Now in its fifth year, the U.S. Electric Vehicle Consideration Study serves as a key benchmark for automakers and policy leaders, capturing responses from 8,164 consumers who plan to buy or lease a new vehicle within the next 12 months. The survey was conducted from January through April 2025.