In the real world, consumers who aren’t satisfied with a product are not likely to become loyal to it. Yet that’s exactly what seems to be happening in the world of mass-market electric vehicles. In the 2026 American Customer Satisfaction Index (ACSI), mass-market EVs scored only 69 out of 100 for satisfaction, which was the lowest result of any powertrain. But at the same time, owners exhibited some strangely loyal behavior, with customer retention jumping from 57% to 71 and the likelihood to recommend increasing 9% to 73. And that’s not what a collapsing ownership proposition typically looks like.
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