A recent study by consulting firm GBK Collective reveals a notable shift in American car shoppers' preferences towards green vehicles, with hybrids, plug-in hybrids (PHEVs), and electric cars gaining increased consideration. The study, which surveyed over 2,000 consumers, discovered that 14% currently own a hybrid, PHEV, or electric car, a notable increase from 9% in 2021. However, the more significant revelation is that 50% of surveyed consumers are contemplating purchasing one of these eco-friendly vehicles for their next car.

The study highlights a changing landscape in consumer attitudes toward green vehicles, showcasing a growing openness to environmentally conscious options. Among the respondents, 7% expressed interest in hybrids, 5% in electric vehicles (EVs), and 2% in PHEVs exclusively. The majority, however, indicated a willingness to consider any of these green vehicle types based on their specific needs and preferences.

While EVs represented only 3.2% of all cars sold in the U.S. in 2021, this figure increased to 7.6% in 2023. Industry analysts, such as those from Kelley Blue Book parent company Cox Automotive, predict that EV sales could surpass 10% in 2024. However, the study suggests a slowing growth rate, indicating the need for automakers to address a different demographic of consumers to sustain and accelerate EV adoption.

The research underscores the demographic differences between existing EV owners and those considering making the switch, emphasizing the importance of tailored marketing strategies and addressing concerns related to technology adoption. As the market matures, affordability and a broader range of EV options from traditional automakers will be crucial in appealing to a wider audience.