SHERIDAN, WYOMING – July 27, 2025 – A new survey commissioned by the BMW Group reveals a turning point in American consumer attitudes toward electric vehicles (EVs), with a clear message: the future is electric, but only if it's innovative, attainable, and seamlessly integrated into daily life.
The nationally representative study, conducted by Big Village, highlights a growing appetite for EVs, alongside evolving expectations. While challenges like cost and infrastructure remain, Americans increasingly view electric mobility as not just viable—but desirable.
Americans Embrace Innovation, With Eyes on Affordability
According to the survey, 92% of respondents believe that continued innovation in EV technology is important, and over 30% ranked “reputation for innovation” as their top priority when considering an EV brand. This emphasis on innovation aligns closely with BMW’s strategy.
As Dr. Andreas Meyer, Vice President of BMW Product Management Americas, explained, “‘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.”
Still, affordability remains a barrier. 40% of those considering an EV cited cost as the main obstacle to purchase—indicating room for improvement in making premium electric mobility more accessible.
Hydrogen Curiosity and Hybrid Compromises
The report also found that 58% of Americans are open to hydrogen fuel cell vehicles, suggesting a broader willingness to explore emerging technologies. But perhaps most telling is the rise in hybrid interest—66% of respondents said they would prefer a hybrid or plug-in hybrid before jumping to a fully electric vehicle.
This hybrid appeal reflects a desire for flexibility—an area where MINI, BMW’s sibling brand, sees great potential. “MINI’s electric future is rooted in making sustainable driving more accessible and fun,” said Mike Peyton, Vice President of MINI 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.”
Practical Driving Needs Over Range Anxiety
One of the most compelling shifts revealed by the survey: Americans are redefining what they really need in an EV. While long-range was once considered essential, 75% of respondents now say 75 miles of daily range is enough—with 50 miles being the most common preference (29%). That means the average driver is thinking less about epic road trips and more about efficient day-to-day use.
Mini Comparison: BEV vs. Plug-In Hybrid for Everyday Use
| Feature | Battery Electric Vehicle (BEV) | Plug-In Hybrid (PHEV) |
|---|---|---|
| Daily Commute Range | 150–300+ miles | 25–50 electric + gas backup |
| Charging Needs | Requires regular charging | Can fuel with gas if needed |
| Emissions (daily driving) | Zero | Low to zero (short trips) |
| Ideal For | Full EV converts | First-time EV drivers |
BMW and MINI: Expanding Electric Options
BMW already offers eight electrified models in the U.S., including the i4, i5, i7, and iX. The next chapter begins with the upcoming “Neue Klasse” electric vehicles, starting with the iX3. These models introduce BMW’s sixth-generation battery tech—promising faster charging, improved range, and lower environmental impact.
MINI isn’t sitting still either. The all-new 2025 MINI Countryman SE ALL4, the brand’s most powerful EV yet, just launched, continuing MINI’s legacy of compact design and driving joy with electric punch.
Beyond the Car: Charging Networks and Digital Support
To support this transition, BMW and MINI are investing in the EV ecosystem:
- IONNA: A high-powered charging network created with seven other major automakers
- Plug & Charge: Makes charging as easy as filling up
- Chargescape: Enhances energy management at home and across the grid
FAQ: What Consumers Want to Know About EVs
Q: Is there really enough range for everyday needs?
A: Yes. Most Americans only drive 30–50 miles per day, and modern EVs far exceed that.
Q: What if I can’t afford a luxury EV?
A: BMW and MINI are expanding options, including plug-in hybrids and compact EVs that fit smaller budgets.
Q: Where can I charge?
A: 47% of survey respondents now know where their nearest public charger is—up from 40% in 2024, and networks are rapidly expanding.
An Electrified Tomorrow, Within Reach
BMW Group's survey makes one thing clear: Americans are ready to plug in, but only if the experience is intuitive, inspiring, and attainable. With new models, smarter tech, and a firm eye on consumer needs, BMW and MINI are positioning themselves not just to ride the wave—but to lead it.
Learn more at www.bmwusa.com or www.miniusa.com.