When it comes to electrified vehicles - a term that encompasses both all-electric and plug-in hybrids - the number of choices is growing quickly across the industry. Case in in point, J.D. Powers recently surveyed owners about 60 - yes 60 - different 2022-2023 model year battery electric vehicles. The electric vehicle that received the highest overall rating for the most satisfying ownership experience? The premium segment Rivian R1T pickup. In the mass market segment, the MINI Cooper electric took No.1.
The J.D. Power 2023 U.S. Electric Vehicle Experience (EVX) Ownership Study ranked the R1T higher overall than any other EV or PHEV in the study. It ranked highest in seven out of 10 key ownership factors among premium battery electric vehicles. J.D. Power says EV owners ranked it the highest among premium battery electric vehicles for driving enjoyment, vehicle quality and reliability, service experience, interior/exterior styling, cost of ownership, ease of charging at home and accuracy of stated battery range.
"As the number of electric vehicle models and segment representation grows rapidly, we’re seeing signs of a changing competitive landscape," said Doug Betts, President - Automotive Division, J.D. Power. "The Rivian R1T enters this year's study as the highest ranked vehicle among all segments, reflecting how well the model has resonated with owners. The R1T ranks highest among premium battery electric vehicles in seven of the 10 factors that influence the overall ownership experience, including top scores in the most influential categories - Vehicle Quality & Reliability, Cost of Ownership and Driving Enjoyment."
Rivian's response to the recognition:
"In order to electrify the world, it's critical we redefine the entire customer experience to be more seamless and intuitive than ever before," said RJ Scaringe, Chief Executive Officer of Rivian. "Recent performance and safety accolades for R1T highlight the category-defining electric vehicles we've built. Being named 'Best Ownership Experience' by J.D. Power recognizes Rivian for going beyond the vehicle, direct to the customer, to deliver the most enjoyable ownership experience in the industry."
Satisfaction among owners of premium EVs averages 756, (on a 1,000-point scale), while satisfaction among mass market EV owners averages 730.
The Rivian R1T ranks highest overall in the premium BEV segment with a satisfaction score of 794 (on a 1,000-point scale). The Tesla Model 3 (759) ranks second.
The MINI Cooper Electric ranks highest in the mass market BEV segment with a score of 782, supported by the highest satisfaction score of any EV model in the study’s highest-weighted index factor, quality and reliability. The Kia EV6 (762) ranks second and Ford Mustang Mach-E (742) ranks third.
New this year, researchers asked EV truck owners about towing. Researchers say that satisfaction is higher among EV truck owners who have used their vehicle for towing (779) than among owners who have not towed (753). Satisfaction with driving range is higher among owners who have towed (635) than among those who have not towed (617), and satisfaction with accuracy of stated range also is higher (707 vs. 680, respectively). J.D. Power says that truck manufacturers that proactively communicate the effect that towing has on range—like they do with gas mileage—seems to help set owner expectations.
This J.D. Power EVX study is in its third year. In a change for 2023, J.D. Power narrowed the focus to one year of ownership. Researchers also say the number of award-eligible models in the premium segment has grown from four to five year over year, while award-eligible mass market models have nearly doubled (from six to 10).
The 2023 study includes 10 factors (in alphabetical order): accuracy of stated battery range; availability of public charging stations; battery range; cost of ownership; driving enjoyment; ease of charging at home; interior and exterior styling; safety and technology features; service experience; and vehicle quality and reliability. Survey respondents for this year's study include 7,073 owners of 2022 and 2023 model-year BEVs and PHEVs. The study was fielded in from August through December 2022.
Photo Credit: Rivian