SHERIDAN, WYOMING – July 27, 2025 – A new BMW-commissioned survey paints a hopeful picture of the future of electric mobility in the U.S., revealing that most Americans are increasingly open to EVs—but with clear expectations. Innovation, affordability, and infrastructure top the list of priorities, signaling both a cultural shift and a call to action for automakers.
EVs Are Moving Into the Mainstream
Gone are the days when electric vehicles (EVs) were considered a novelty. According to the nationally representative study, 62% of Americans now see EV buyers as early adopters—down from 67% in 2023. And with 55% of consumers planning to buy an EV in the future, the transition is clearly gaining momentum.
But that future won’t be driven by novelty alone. According to the survey:
- 92% of Americans say ongoing innovation in EV tech is important
- 40% of future buyers still cite cost as the top barrier
- 75% say a daily range of 75 miles is sufficient—signaling more realistic range expectations
This shift in perception is significant, especially as BMW and MINI continue to roll out vehicles designed for everyday usability without sacrificing design or driving fun.
Why Innovation Is the Make-or-Break Factor
More than 30% of respondents ranked a “reputation for innovation” as the most important factor when choosing an EV brand. That’s more than performance, design, or even range. In a market where many EVs look the same and offer similar specs, standing out with breakthrough tech matters.
BMW’s next-generation “Neue Klasse” platform is poised to meet these expectations. Launching next year with the all-new BMW iX3, the new EVs will feature sixth-generation battery tech with:
- Greater energy density
- Faster charging times
- Improved sustainability across the lifecycle
It’s a strong signal that BMW isn’t just participating in the EV race—it’s leading it.
Hydrogen Curiosity Grows—but Needs More Support
While battery electric vehicles dominate the conversation, 58% of Americans say they’re open to hydrogen fuel cell vehicles, too. It’s a notable shift in awareness, though infrastructure remains limited. As more options hit the road, this openness signals an emerging market that could expand with the right investment and education.
Consumers Want Versatility Without Compromise
“MINI’s electric future is rooted in making sustainable driving more accessible and fun,” said Mike Peyton, Vice President MINI of the Americas. “As the survey shows, people want options that fit their lifestyles without compromise—and MINI is uniquely positioned to deliver EVs that combine everyday usability with iconic design and personality.”
It’s not just about being electric—it’s about staying true to what drivers love. That’s a theme echoed across BMW Group’s entire electrified lineup, which already includes eight models in the U.S., from the luxurious i7 to the powerful XM plug-in hybrid.
Mini Feature Snapshot: BMW vs. MINI EV Lineup
| Feature | BMW i4 / i5 / iX / i7 | MINI Countryman SE ALL4 |
|---|---|---|
| Platform | Neue Klasse (future) | Dedicated MINI EV platform |
| Focus | Performance & luxury | Urban mobility & personality |
| Powertrain | Fully electric & plug-in | Fully electric (dual motor) |
| Target Audience | Premium seekers | Young, city-centric drivers |
| U.S. Assembly (by 2026) | Yes (South Carolina) | Yes (starting next year) |
FAQ: What Consumers Want to Know
Q: Is 75 miles of range really enough?
Yes. 75% of respondents say it meets their daily needs, with 29% preferring even just 50 miles.
Q: Are people still hesitant about charging?
Less so. 47% of Americans now know where their nearest public charger is—up from 40% last year.
Q: Do people really plan to buy EVs soon?
Absolutely. Nearly 1 in 5 plan to purchase an EV in the next 3–5 years.
BMW’s U.S. Footprint and Commitment
BMW Group’s Spartanburg plant—its largest in the world—will play a major role in expanding EV production domestically. By the end of the decade, at least six electric models will be assembled in the U.S., further boosting the local economy and reducing emissions across the vehicle lifecycle.
Dr. Andreas Meyer, VP of BMW Product Management Americas, summed it up best: “The ‘Ultimate Driving Machine’ tagline is a brand promise that applies to every BMW – whether it is one of our highly efficient internal combustion vehicles or a fully electric BEV – and it goes beyond driving performance to include everything from range and charging speed to quality, fit and finish.”
Looking Ahead
With strong consumer interest, evolving expectations, and a clear push from BMW Group, electric mobility is no longer a distant future—it’s arriving faster than expected. For consumers looking to make the switch without compromise, the options are expanding—and getting smarter, too.
Learn more at bmwusa.com and miniusa.com.