Tesla Was The Leader In New EV Owner Satisfaction. Not Anymore (2024)
It finally happened. After years of dominating J.D. Power’s owner satisfaction surveys, Tesla’s portfolio has been dethroned by electric vehicles made by so-called traditional automakers.
Tesla’s decline in the U.S. Automotive Performance, Execution and Layout (APEAL) Study, now in its 29th year, has been long in the making, and now that so-called "legacy" car brands are finally figuring out what customers want from EVs, the outcome comes as another hard hit to the Elon Musk-led company, after the sales decline recorded in the past few quarters.
Get Fully Charged
Less love for Tesla from new owners
For the first time in years, new owners have ranked EVs made by so-called traditional automakers higher than those made by Tesla in J.D. Power's U.S. Automotive Performance, Execution and Layout (APEAL) Study which measures people’s emotional attachment and level of excitement.
“Traditional manufacturers have listened to the voice of the customer,” said Frank Hanley, senior director of auto benchmarking at J.D. Power. “They’re launching enhanced vehicles that are more in line with what customers want, including improved interior storage and higher quality materials, as well as ensuring features have ease of use. For BEVs, recent launches from traditional manufacturers have surpassed perennial leader Tesla when it comes to owners’ level of emotional attachment and excitement with their new vehicle.”
The study measures owners’ satisfaction with new vehicle design and performance and measures people’s emotional attachment and level of excitement on a 1,000-point scale. For this year’s results, J.D. Power analyzed over 99,000 responses from owners who were asked to rank new, 2024-model-year vehicles on 37 attributes after 90 days of ownership.
More Stories Like This
Non-Tesla Public EV Chargers Are Getting Better As Superchargers Slip
Tesla, Lexus Rank Highest In Luxury Brand Customer Satisfaction Study
US Car Ownership Satisfaction Declines, Tesla Underperforms: JD Power Study
Consumer Reports Still Ranks Tesla Reliability 27th Out Of 28
In the case of non-Tesla all-electric vehicles, owner satisfaction is at an all-time high of 877 points, surpassing Tesla’s 870 points. However, as mentioned above, the Model 3’s maker has been on a downward trend for a few years now.
In 2020, it scored 896 points, followed by 893 points in 2021, 887 points in 2022 and 878 points last year. It’s also worth noting that Tesla was officially included in the industry calculation for the first time in 2022 but even then, it wouldn’t allow J.D. Power to access owner information in the states where that permission is required by law. As a result, Tesla is not eligible for awards from J.D. Power.
Tesla's best-seller, the Model Y, was introduced in 2020
Meanwhile, the average score obtained by non-Tesla EVs gradually went up from 838 in 2022 to 840 last year and now to 877. Gasoline cars scored 842 points overall this year, followed by plug-in hybrids with 841 points.
Rivian got the highest score overall with 900 points, but it was left out of the official ranking because, as J.D. Power puts it, “[the] brand is not rank-eligible because it does not meet study award criteria.” Presumably, that's for the same reasons as Tesla, but Rivian as a brand has scored highly in other studies too.
Overall 2024 APEAL Brand Index Rating - Premium Segment, including gasoline and plug-in hybrid models
Overall 2024 APEAL Brand Index Rating - Mass-Market, including gasoline and plug-in hybrid models
The Genesis GV60, Kia EV6, Kia EV9, BMW iX and Porsche Taycan received awards for the highest-ranking EVs in their respective segments. Including plug-in hybrids and gasoline models, Hyundai Motor Group got the most awards at seven, followed by BMW AG with four and Toyota Motor Corporation with three.
The main reason for this reversal is the fact that Tesla’s portfolio has remained mostly unchanged for several years. Except for the Model 3, which was facelifted last year, the Model Y, Model S and Model X are all getting a bit long in the tooth, at least looks-wise, which opens the door for newcomers from other brands to swoop in and impress wannabe shoppers with their fresh designs. While the Cybertruck is new this year and apparently selling well, the more mainstream parts of the Tesla lineup are lagging behind competitors.
Furthermore, new-gen EVs from traditional automakers sometimes offer more range and better interior materials than Tesla, according to J.D. Power, which also takes a toll on the scoreboard.
Get the best news, reviews, columns, and more delivered straight to your inbox.
Overall vehicle owner satisfaction rose to 847 on a 1,000-point scale, up 2 points from the previous year. Notably, satisfaction with non-Tesla battery electric vehicles (BEVs) reached an all-time high of 877, surpassing Tesla's score of 870.
For this year's results, J.D. Power analyzed over 99,000 responses from owners who were asked to rank new, 2024-model-year vehicles on 37 attributes after 90 days of ownership. In the case of non-Tesla all-electric vehicles, owner satisfaction is at an all-time high of 877 points, surpassing Tesla's 870 points.
According to the 2024 EVX Ownership Study, overall satisfaction with PHEVs is 629—much lower than premium BEVs (750) or mass-market BEVs (718). "Plug-in hybrids may not be the simple solution to solving early issues with full battery electric vehicles," Gruber said.
All Tesla models feature a unique touchscreen that comes with an array of features including video games, streaming services, and live traffic updates. The screens are also home to standard features like climate control and navigation but look nothing like anything else on the market.
While we know that Tesla wasn't the first company to build electric cars, it was the first long-standing, globally successful company to build its reputation by producing electric cars. Tesla was formed in 2003 with the intention of developing an electric sports car.
However, Tesla batteries come with an eight year/150,000-mile warranty. With these high repair costs come potentially high insurance premiums. Some insurance companies may even classify Teslas as luxury vehicles, raising insurance premiums even more.
The company is also known for really listening to and incorporating the feedback of its customers: it makes about 20 engineering changes every week to its Model S vehicle. They do that in response to what customers tell them about their driving experiences, or to data insights gathered on how customers use their cars.
Overall satisfaction among owners of mass market EVs is 790, while satisfaction among mass market ICE vehicle owners is 848. Satisfaction among premium EV owners is 831 vs. 866 among premium ICE vehicle owners.
China now accounts for nearly 60% of EV sales worldwide. When it comes to the electric vehicle (EV) market, China is leading the charge ahead of traditional automotive juggernauts like Germany and Japan. China's new EV sales increased by 82% in 2022, accounting for nearly 60% of global EV purchases.
We design sustainable systems that are massively scalable—resulting in the greatest environmental benefit possible. Our energy generation and storage products work together with our electric vehicles to amplify their impact. Our vehicles are some of the safest in the world.
Tesla's industry dominance in the electric vehicle market is attributed to its innovative technologies, superior batteries, efficient manufacturing processes, extensive charging infrastructure, and a devoted customer base.
Who Are Tesla's Top 3 Competitors? Ford, GM, NIO, and Volkswagen are four of Tesla's main competitors. In 2022, the Chinese manufacturer BYD sold more than 1.85 million plug-in electric cars, more than tripling its 2021 result of 593,745.
Tesla is firmly in the lead. It sells nearly 222,000 cars as Model 3 production gains momentum. Volkswagen leads all carmakers with over 1.4 million sales.
In the early 20th century, the high cost, low top speed, and short-range of battery electric vehicles, compared to internal combustion engine vehicles, led to a worldwide decline in their use as private motor vehicles.
Despite losing some ground in 2023, Tesla continues to dominate the EV market. Elon Musk's electric-car company ran away with the top two spots, with Model Y sales of 394,497 and Model 3 sales of 220,910, according to KBB.
Tesla has received praise for its quality and design, particularly for its interior and futuristic designs. The owners love the cabins' high-quality materials, spacious touchscreens, and minimalist décor. One reason Teslas are so satisfying is because of how well they look and how meticulously they are built.
Tesla owners appear to have higher incomes. The analysis found Tesla drivers largely come from the upper middle class (commonly referred to as individuals who have household incomes over $100,000 a year).
A recent study from Experian also found that Tesla is the number one car brand for brand loyalty. According to the survey, 74.7% of people that disposed of a Tesla car bought a new one. Customer loyalty is having a big impact on growth. In the year to 2021, Tesla's revenue grew by over 70%.
How satisfied are employees working at Tesla? 57% of Tesla employees would recommend working there to a friend based on Glassdoor reviews. Employees also rated Tesla 2.8 out of 5 for work life balance, 3.2 for culture and values and 3.6 for career opportunities. What are the pros and cons of working at Tesla?
Address: Apt. 915 481 Sipes Cliff, New Gonzalobury, CO 80176
Phone: +6773780339780
Job: Sales Executive
Hobby: Gaming, Jogging, Rugby, Video gaming, Handball, Ice skating, Web surfing
Introduction: My name is Carmelo Roob, I am a modern, handsome, delightful, comfortable, attractive, vast, good person who loves writing and wants to share my knowledge and understanding with you.
We notice you're using an ad blocker
Without advertising income, we can't keep making this site awesome for you.
