{"id":82167,"date":"2025-05-01T17:51:35","date_gmt":"2025-05-01T21:51:35","guid":{"rendered":"https:\/\/autosector.com\/?p=82167"},"modified":"2025-05-01T17:51:35","modified_gmt":"2025-05-01T21:51:35","slug":"tesla-is-the-only-ev-brand-with-negative-perception-and-its-getting-worse","status":"publish","type":"post","link":"http:\/\/autosector.com\/?p=82167","title":{"rendered":"Tesla is the only EV brand with negative perception, and it’s getting worse"},"content":{"rendered":"
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Tesla is the only EV brand with a net negative brand perception, according to the Electric Vehicle Intelligence Report<\/a> \u2013 and much of the negative shift has happened in the last 6 months.<\/p>\n

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The Electric Vehicle Intelligence Report (EVIR) surveyed 8,000 US consumers to ask them questions about electric vehicle purchasing decisions, both asking about brands and finding out what they value in an EV purchase.<\/p>\n

The most notable result of the survey is that consumers had the most negative view of Tesla \u2013 and in fact, Tesla is the only<\/em> brand in the survey which received a net negative brand image.<\/p>\n

When asked whether they have a positive or negative view of Tesla, 32% said they have a \u201cvery\u201d or \u201csomewhat\u201d positive view combined, but 39% said they have a \u201cvery\u201d or \u201csomewhat\u201d negative view.<\/p>\n

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This means Tesla has a -7% net score, behind even VinFast, which has a 0% net score (mostly because most surveyed hadn\u2019t heard of the Vietnamese brand).<\/p>\n

As for other brands, ironically, the top-ranked EV brand was Honda, a company that only sells one full BEV in the US, the Prologue (which people like and is selling great<\/a>), which it didn\u2019t even make itself, but rather made it in partnership with GM<\/a>. Chevrolet scored well also, third place overall in brand perception.<\/p>\n

The other EV startups (Lucid, Rivian, Polestar) did tend towards the bottom of the table, but this was largely because they had comparatively lower brand awareness, and thus their net positive numbers could not have been much higher (Lucid, for example, had 9% positive and 4% negative scores). Tesla, however, had both extremely high brand awareness and<\/em> negative brand association. (But you have<\/em> heard of me\u2026<\/a>)<\/p>\n

Tesla\u2019s score gets even worse when \u201cview intensity\u201d is taken into account, with people 13 points more likely to have a \u201cvery negative\u201d view than a \u201cvery positive\u201d one.<\/p>\n

This negative brand perception persisted through all income brackets, regions and ages, with Tesla holding last place in each category.<\/p>\n

In every category save one, when asked whether they would consider purchasing a Tesla, the most common answer was \u201cwould never consider.\u201d<\/p>\n

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Tesla also ranked last in a comparison of various home EV charger brands and home battery brands, with more consumers saying they \u201cwould never consider\u201d it.<\/p>\n

Similar numbers appeared in a question about \u201cbrand trust,\u201d where Tesla again had negative net trust, and a much<\/em> higher \u201cdistrust a lot\u201d score than its \u201ctrust a lot\u201d score.<\/p>\n

Tesla performed slightly better in perceptions of safety (second last) and family-friendliness (fourth from last), but did well in perceptions of luxury, holding fifth place overall out of eighteen brands.<\/p>\n

According to this survey, the drop in Tesla brand perception has been quite recent. EVIR asked how views of Tesla had changed over the last 6 months. 46% said their opinion hadn\u2019t changed, but a total of 38% of people had a \u201cmore\u201d or \u201cmuch more\u201d negative perception, versus 16% who had a \u201cmore\u201d or \u201cmuch more\u201d positive perception.<\/p>\n

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This, again, becomes more of a severe difference when you look at the most intense answers: 27% had a \u201cmuch more negative\u201d perception, while only 6% had a \u201cmuch more positive\u201d perception \u2013 a 4.5x difference.<\/p>\n

Overall, over the last 6 months, there was only a +1% net change in consumers positive perceptions of EVs as a whole, so this drastic recent change was limited to Tesla, not other brands.<\/p>\n

There was one piece of good news for Tesla, though: when asked which sort of public charging equipment consumers would most prefer, Tesla came out on top\u2026 except it also came out on top of the list that consumers would least<\/em> prefer.<\/p>\n

EVIR also asked what the factors driving consumers\u2019 interest or disinterest in purchasing an EV.<\/p>\n

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