The New EV Buyer: What’s Selling, Who’s Shopping, and How to Reach Them with Experian Automotive

Episode 288

Who’s Really Buying EVs? Here’s the Data and the Marketing Moves That Matter. BEV sales are down YoY, hybrids are gaining ground, and a new wave of affordable models could bring different buyers into the market. Today, Kirsten von Busch, Director of Product Marketing at Experian Automotive, is back on the show to explore who those buyers are and how marketers can reach them.

In Q2 of this year, BEV sales fell 21%, while hybrids and plug-in hybrids grew to 20% of retail registrations. Even with BEV share down, electrified vehicles overall still make up just under 30% of the market.

Then we get into what’s behind the shift: changing incentives, affordability, and the choices buyers make when it’s time for their next vehicle. EV owners show strong loyalty (72.2% replace their EV with another one) while 46.9% of PHEV owners move back to gas. We also look ahead to more affordable models like the Chevy Bolt, Kia EV3, and Nissan Leaf, and ask the billion dollar question: can they help bring new buyers into the BEV market?

We talked EV competition, too. Hyundai and Chevy are emerging as leading non-Tesla brands, while models like the Ioniq 5, Equinox EV, Mustang Mach-E, and Honda Prologue are making moves. And for marketers focused on used EVs, Gen Z is a key audience: they account for nearly 15% of used EV buyers. Kirsten shares why relevant, interest-based messaging and channels like connected TV, display, and video can help brands reach them.

And last but not least, we get into pet-friendly marketing ideas and finally settle on Bear’s Halloween costume this year. Spoiler alert: it’s not “the Dogfather.” Find the full Automotive Consumer Trends and Analysis (Q2 2026) here and join Kirsten and I at Used Car Week in San Diego on Wednesday, November 18, at 2 PM, for more EV trends!

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• Experian’s Automotive Consumer Trend Report: Q2 2026

• Experian’s Q2 2026 EV insights show electrified vehicles continue to gain traction, with SUVs, Millennials, and Gen X consumers driving demand while EV owner loyalty remains strong.

• Key Market Highlights:

• • EVs accounted for 8.21% of new retail registrations, while electrified vehicles represented 29.05% of all new retail registrations. 
  • More than 1 million new EVs were registered in the last 12 months. 
  • SUVs dominated EV purchases, making up 77.47% of new EV registrations.
  • Tesla remained the market leader, while Hyundai advanced to the #2 EV brand position.
  • Millennials and Gen X consumers drove nearly 68% of new EV registrations.
  • EV owners continued to demonstrate strong loyalty, with 72.2% replacing their EV with another EV.

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