Electric-vehicle interest may not be surging, but it’s far from fading – even in the face of political upheaval and market uncertainty.

While new federal policies, including a rollback of EV incentives and a levy of aggressive import tariffs, are dominating headlines, industry data tells a more nuanced story when it comes to the U.S. EV market.
Dealers, take note: Shoppers continue to visit showrooms and search websites with EVs on their minds. The bottom line: Tthe EV market isn’t immune to political and economic shifts – but it’s proving to be more resilient than many expected, J.D. Power’s latest E-Vision Intelligence Report reveals.

Despite all the volatility in the headlines, overall EV market share climbed to 9.3% in March 2025 – up from 8.4% a year ago, according to the report. Although the upward trend is modest and EV retail growth appears to be stabilizing – share is lining up neatly with J.D. Power’s 2025 projection of 9.1%, flat with 2024 and ahead of 2023’s market penetration. The EV market is maturing, not retreating.

EV Consideration Remains Steady

Roughly one in four vehicle shoppers today seriously considers purchasing an EV, J.D. Power says. In March 2025, 23% of new-vehicle shoppers said they were “very likely” to consider an EV in the next year. That’s virtually unchanged from February and up slightly from 22.5% in March 2024.

J.D. Power notes that this core group of EV intenders tends to live in the West and Northeast regions of the U.S. and earn over $100,000 annually. Political affiliation appears to be influencing intent as well: Consideration is “down three percentage points to 20% among vehicle shoppers who cite their political party affiliation as Republican,” the report states. “At 30%, the ‘very likely’ consideration rate slightly improves (up 0.4 percentage points) among those who identify as Democrat.”
Whether that will change with the political blowback to Tesla CEO Elon Musk remains to be seen.

But as the J.D. Power analysis suggests, there’s an opportunity for dealers to refine their EV messaging based on region, income level and even cultural mindset; demand isn’t monolithic – EV buyers are part of a diverse market requiring tailored approaches to selling.

Tesla Still Top of Mind, but Losing Ground

For now, Tesla remains the most-considered EV brand, but its grip is loosening, with 18.2% of those currently in the market for a new vehicle indicating that they are “somewhat likely” or “very likely” to consider an EV, selecting Tesla as their top brand, according to the report. That number is up slightly from February but down from 20.5% in March 2024.

Many analysts believe Tesla’s woes are partly due to the political blowback over Musk’s role in the Trump Admin., culminating in protests at U.S. Tesla showrooms and curbed demand. Notably, only one Tesla made the top 10 in consumer consideration this year, though the Model 3, ranked fourth in March 2024, has slipped to seventh place.

What Dealers Should Do Now

So, with consumer interest in EVs holding firm despite the policy shifts, what’s the takeaway for dealers? Don’t pause your EV strategy.

Here’s what analysts say proactive dealers should be doing to continue driving EV sales:

• High-income buyers and customers in coastal states remain key EV adopters. Tailor your outreach accordingly.
• With federal incentives in flux, reinforce the benefits of EV ownership – fuel savings, lower maintenance costs and access to HOV lanes or local tax credits.
• As Tesla’s influence wanes, other brands are gaining traction. Make sure your inventory reflects the evolving landscape of EV consideration.
• Consumers may be confused or wary of the current policy climate. Empower your sales team to answer questions clearly and confidently.