Anyone researched how EV buyers actually decide between brands?

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Trying to understand the decision drivers for first-time EV buyers — is it mostly range anxiety, price, or brand trust? Curious if anyone has good segmentation data on this.

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Sarah Mitchell · Answer

From the research I've seen, range anxiety and charging infrastructure actually outweigh pure price for first-timers — brand trust matters more for people coming from premium ICE brands like BMW or Audi. J.D. Power's EV Consideration Study has solid segmentation data on this, worth pulling. If you're running primary research, a MaxDiff or TURF analysis across 10-12 decision drivers tends to surface the real prioritization pretty cleanly.

Anyone researched how EV buyers actually decide between brands?

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