BMW Study: 92% of Americans Believe Continued Innovation in EV Technology Is Important

Global EV sales hit 7.2 million in 2025 according to Rho Motion, a 28% increase in May compared to the same period in 2024. China sold a record-breaking 1 million EVs in May alone, a 33% jump year-over-year. North America lagged far behind, mainly due to cuts to incentives in Canada.

As the global auto industry shifts gears toward electrification, continued innovation in electric vehicle (EV) technology is no longer just a question of environmental responsibility—it’s a matter of global competitiveness and national security. For the United States, staying at the forefront of EV development is essential to protect its automotive leadership, ensure secure supply chains, and strengthen its geopolitical resilience in an era where energy and mobility are tightly interlinked.

Last week, a nationally representative survey conducted by Big Village and commissioned by BMW Group U.S. offered a fresh look at how American consumers are navigating the evolving electric vehicle (EV) landscape. While barriers like cost and infrastructure continue to shape decision-making, the study reveals a promising shift in how consumers perceive EV performance, usability, and emerging powertrain technologies—including hydrogen fuel cells.

Innovation Is Key to EV Adoption

A striking 92% of respondents said that continued innovation in EV technology is important, with nearly a third describing it as “very important.” This overwhelming support reflects a growing recognition that advancements in performance, charging, and affordability are critical to making EVs viable for more drivers. It’s not just about environmental responsibility anymore—Americans are looking for vehicles that are smart, capable, and future-ready. The fact that battery electric vehicles (BEVs) are the most cost-effective transportation is beginning to take hold on the minds of most Americans.

More than 30% of consumers ranked a brand’s reputation for innovation as their top consideration when evaluating EV options. This finding reinforces a crucial message for automakers: technological leadership isn’t just a differentiator—it’s a requirement for winning the next generation of car buyers.

Beyond Battery Power: Openness to Hydrogen

While battery-electric vehicles remain the focal point of the EV conversation, the survey indicates that Americans are open to alternatives. More than half of respondents (58%) said they are open to driving a hydrogen fuel cell vehicle, including 14% who are “very open.” Though awareness and infrastructure still lag behind that of battery EVs, this data signals that consumers are ready to explore new options—provided the path is clear and the value proposition is strong.

Key Trends Shaping the EV Conversation

EVs Are Going Mainstream: In 2025, only 62% of Americans view EV owners as “early adopters,” down from 67% in 2023—an encouraging sign that EVs are becoming part of the automotive mainstream.

Affordability Remains a Major Barrier: 40% of potential EV buyers cite cost as their main obstacle. Incentives, leasing options, and falling battery prices could help address this gap.

Strong Hybrid Interest: 66% would consider a hybrid or plug-in hybrid before going fully electric. This shows that many drivers see electrification as a transition, not an immediate leap.

Range Expectations Are Becoming More Realistic: 75% of respondents believe a daily range of 75 miles is enough. In fact, 50 miles was the most common preference—suggesting a shift toward more practical range demands rather than maximum mileage.

Charging Awareness Improving: Nearly half (47%) of Americans now know where their nearest public charging station is—up from 40% in 2024.

Why Continued Innovation in EV Technology in the USA Is Critical for Global Competition and National Security

The automotive industry is undergoing its most profound transformation since gas vehicles took over for horse-drawn carriages. The center of gravity is rapidly moving toward electric drivetrains, software-defined vehicles, and battery ecosystems. China, Europe, and South Korea have aggressively invested in domestic EV manufacturing, advanced battery technologies, and vertically integrated supply chains. If the U.S. continues to fall behind, it risks ceding one of its most iconic industrial sectors—along with millions of jobs and hundreds of billions in annual GDP contribution—to foreign rivals.

EVs are more than just cars—they are mobile computers, grid assets, and strategic platforms for future transportation services. Maintaining a leadership role in designing, manufacturing, and exporting these vehicles is essential for the U.S. to remain competitive in the global economy. Innovation in everything from battery chemistry to AI-driven vehicle software determines who controls the next generation of mobility. Without it, the U.S. becomes a consumer, not a creator, in one of the world’s most vital industries.

Innovation in EV technology also plays a direct role in national security. Reducing dependence on foreign oil—especially from geopolitically unstable regions—makes the U.S. less vulnerable to global supply shocks. Accelerating domestic EV adoption, paired with investment in American-made batteries and critical mineral processing, shields the country from supply chain disruptions that could paralyze everything from military logistics to emergency services.

Furthermore, EVs and their underlying infrastructure—batteries, semiconductors, rare earths, and advanced software—are increasingly entwined with national defense. The same lithium-ion supply chains used for civilian cars support energy storage for military bases and advanced aerospace systems. The U.S. must ensure that these technologies are developed, secured, and scaled domestically, not outsourced to strategic competitors.

To stay in the lead, the U.S. must foster a robust innovation ecosystem. That includes support for R&D, modernizing manufacturing, investing in workforce development, and incentivizing public-private partnerships. Policymakers, automakers, tech companies, and utilities must work in lockstep to deploy the next generation of EVs that are smarter, cleaner, and more connected—while also being proudly made in America.

In short, innovation in EVs isn’t just about building better cars. It’s about defending the nation’s industrial future, economic sovereignty, and security in a world defined by electrification and digital transformation. The race is on—and the stakes couldn’t be higher.

BMW, an EV Leader

BMW Group is accelerating its electric future in the United States with an ambitious, multi-pronged strategy that combines innovative vehicle offerings, local manufacturing, and nationwide infrastructure investments. As the global push toward sustainable transportation gathers speed, BMW is solidifying its position not just as a luxury automaker, but as a leader in premium electric mobility.

“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,” said Dr. Andreas Meyer, Vice President, BMW Product Management Americas. “As more consumers make the switch and realize that there is no compromise to doing so, it will become even more clear that electric vehicles are the future for many customers.”

Eight Electrified Models and Growing

BMW currently offers eight electrified models in the U.S., including four fully electric vehicles—the BMW i4, i5, iX, and flagship i7—and four plug-in hybrids: the BMW X5 xDrive50e, 550e, 750e, and the high-performance XM. This portfolio gives American drivers a diverse range of electrified options that blend BMW’s signature performance with lower emissions and increased efficiency.

But BMW’s commitment is just beginning. Starting next year, the company will begin assembling electric vehicles at its plant in Spartanburg, South Carolina, marking a significant investment in domestic manufacturing. By the end of the decade, at least six electric models will be built in the U.S., strengthening supply chains, creating jobs, and reinforcing BMW’s deep roots in American auto production.

Neue Klasse: The Next Chapter

The next evolution of BMW’s EV journey will arrive in 2026 with the U.S. debut of vehicles built on the company’s “Neue Klasse” platform, starting with the all-electric BMW iX3. This next-generation EV architecture incorporates sixth-generation BMW battery technology, promising higher energy density, faster charging times, and greater sustainability throughout the vehicle lifecycle.

Neue Klasse vehicles will deliver what BMW calls “a leap forward” in design, digital experience, and driving dynamics—redefining what customers can expect from an electric luxury vehicle.

MINI’s Electrified Reinvention

BMW Group’s electrification strategy also includes a bold new direction for MINI. The launch of the 2025 MINI Countryman SE ALL4, the brand’s most powerful and versatile EV yet, represents a milestone in MINI’s American journey. As an independent marque within the BMW Group, MINI is pushing the boundaries of compact electric design while maintaining its commitment to efficiency, clever packaging, and urban mobility with personality.

“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.”

Building the EV Ecosystem: IONNA, Plug & Charge, and Chargescape

BMW and MINI are going beyond vehicle production to create a seamless and robust EV ecosystem. Through IONNA, a joint venture with seven other global automakers, BMW is helping build one of North America’s largest high-powered charging networks, offering 30,000+ chargers across the U.S. and Canada. This effort is crucial to addressing one of the biggest concerns around EV adoption: access to fast, reliable charging.

In addition, BMW is integrating Plug & Charge technology across its EV lineup to make charging as easy as refueling—no apps or cards required. And with Chargescape, a collaborative effort with utility companies and other OEMs, BMW is developing energy management tools that allow customers to optimize charging at home and support grid stability nationwide.

BMW, A Proven Global Leader

Earlier this year, BMW Group announced it had surpassed the production of 3 million electrified vehicles worldwide—a powerful testament to its long-standing leadership in electrified mobility. As the company deepens its commitment to the U.S. market, it’s clear that BMW is not just preparing for the future of driving—it’s helping to shape it.

With a growing EV lineup, domestic production on the horizon, and a full-scale investment in infrastructure and innovation, BMW Group is driving forward with confidence—and inviting American drivers to join the journey.

EVinfo.net’s Take: BEVs Are the Answer, Not Hybrids or Hydrogen

When it comes to real-world practicality, cost, efficiency, and infrastructure, BEVs are proving to be the a better choice than hybrids or hydrogen vehicles for consumers, manufacturers, and the planet.

At the heart of the BEV vs. hydrogen debate is energy efficiency. BEVs convert over 75% of the electricity from the grid into motion. In contrast, hydrogen FCEVs operate at about 30–40% efficiency due to energy losses during hydrogen production (electrolysis), compression or liquefaction, transportation, and conversion back to electricity inside the vehicle. That means BEVs make far better use of renewable electricity—essential in a world racing to decarbonize the grid. Driving a BEV gets you much farther per kilowatt-hour of energy than a hydrogen car does.

Charging infrastructure for BEVs is already widespread and rapidly expanding. In the U.S. alone, there are over 196,000 public EV charging ports, with state government and private investments accelerating deployment. Home charging remains a powerful advantage, allowing drivers to “refuel” overnight in their garages—no gas station required.

Hydrogen infrastructure, on the other hand, is nearly nonexistent outside of a few California clusters. Building hydrogen fueling stations is expensive (often $1–2 million per site), and logistical challenges remain around hydrogen transport and storage. For consumers outside of a few urban centers, FCEVs are simply not practical.

Automakers are betting big on BEVs, not hydrogen. Ford, GM, Hyundai, Volkswagen, Rivian, and others are launching a flood of new battery electric models at all price points. Meanwhile, hydrogen passenger cars remain niche—limited mostly to the Toyota Mirai and Hyundai Nexo, which sell in very low volumes.

Why? Because consumers are voting with their wallets. BEVs offer more choice, more convenience, and more infrastructure support. Electric car sales topped 17 million worldwide in 2024, rising by more than 25%, and that dominance is only growing.

Where Does Hydrogen Fit?

Hydrogen does have a role—in heavy-duty trucking, long-haul transport, industrial equipment, and sectors where batteries are too heavy or slow to recharge. But for passenger vehicles, especially in cities and suburbs, BEVs are the clear winner. They’re more efficient, more cost-effective, easier to power, and already backed by a growing network of chargers.

Hybrids Are Temporary, BEVs are Better

Hybrids serve as a practical stepping stone in the transition to electric vehicles, easing drivers into electrification by combining gasoline engines with electric motors to reduce fuel use and emissions. However, they are ultimately a temporary bridge—not the final destination. Battery electric vehicles (BEVs) offer a cleaner, more efficient, and future-proof solution by eliminating tailpipe emissions entirely and making better use of renewable energy.

While hybrids still rely on fossil fuels and require the same extensive and expensive maintenance as traditional gas cars, BEVs have fewer moving parts, lower long-term operating costs, and are rapidly benefiting from advancements in battery range, charging speed, and infrastructure. As grid decarbonization accelerates and EV technology matures, the advantages of BEVs over hybrids become clearer: they’re not just better for the environment—they’re better for consumers.

The Public is Realizing the Many Benefits of EVs

The American public is increasingly open to EVs and alternative powertrains, but they want innovation that solves real-world problems—not just tech for tech’s sake. They’re demanding affordability, convenience, and trust in the brands leading this transition, such as BMW, Ford, GM, Hyundai, and Rivian. Continued investment in infrastructure, consumer education, and breakthrough technologies like BEVs, EV battery technology and EV charging is essential to maintain this momentum.

The takeaway is clear: EV adoption in the U.S. is no longer just about early adopters—it’s about making the case to the mainstream. And that case is being won on innovation, transparency, and meeting people where they are. EVs are not only more eco-friendly than hybrids or ICE vehicles, but EVs are more cost effective as well. Mass EV adoption is coming to America, the only question is when.