IPSOS DATA DROPS:
Boycotts in America
March 2025
Key Takeaways:
Half of Americans are not familiar with the expiration of the federal tax credits for battery electric vehicles (BEV) in September 2025.
One in five Americans say they are less likely to purchase a BEV once the tax credits expire — but a majority say they were not likely to purchase one regardless of the tax credits.
Younger consumers (18-34) remain most likely to consider
a BEV. But consideration among 35 -to 54-year-olds has
taken a hit.
Some are now less likely to buy an EV, but half wouldn’t consider it in the first place
The expiration of the tax credits could have a dampening effect on BEV adoption: almost 20% of Americans say it decreases their likelihood to purchase one. But that loss is dwarfed by the lack of overall excitement, with a majority not considering an electric vehicle in the first place.
Americans 55+ remain apathetic towards BEVs — which is a compounding issue for automakers, given that those Americans represent a significant share of spending on the new car market.
2
22% of 18 to 34-year-olds and 24% of 43 to 54- year-olds say that the expiration of EV tax credits will make them less likely to purchase one.
That matters because this 43-54 age cohort is critical for expanding EV adoption. They have the right mix of disposable income and openness to new technologies that benefit BEV adoption.
Still, Americans under 34 are least impacted by the policy change, with 31% reporting no change in consideration — even given their lower income compared to other age groups.
Younger consumers will still BEVs, but older Americans are skeptical
3
Half of Americans don’t know that EV tax credits are set to expire in September
1
51% of Americans are not familiar with the pending expiration of federal tax credits for electrified vehicles, which are set to end in September 2025. Women, older Americans, and those earning under $100k are least likely to be familiar.
Due to gradual changes (including an overhaul in 2023), complicated eligibility requirements, and quiet inclusion in the Big Beautiful Bill, this policy was difficult for many consumers to track from start to finish.
What's Next
At $51k, the median price for a new BEV in 2025 is $7k higher than a traditional combustion engine vehicle, according to the Ipsos New Vehicle Customer Survey (NVCS). The loss of tax credits will make all BEVs — even budget options —more costly for consumers. Pricing strategies must be adjusted for a chance at growth.
The silver lining? Whether prospective customers want to lower their carbon emissions or save on gas, their fundamental motivations can outweigh the upfront costs. But automakers need to educate consumers of these benefits to drive consideration, rather than rely on policy changes to artificially stimulate growth.
Hybrids and plug-in hybrids may remain a more palatable answer for many consumers — and could create a more organic path towards electrified vehicle adoption, compared with tax credit incentives.
TO LEARN MORE, CONTACT: Patrick Sheposh EVP, AMD Service Line Leader Patrick.sheposh@ipsos.com
Or visit the Ipsos Consumer Tracker archive and the Ipsos Top Topics page.
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IPSOS DATA DROPS:
Boycotts in America
March 2025
IPSOS DATA DROPs
how the loss of tax credits could affect electric vehicle adoption
September 2025
Check out our other DATA DROPS for more compelling data & insights
Source: Ipsos Consumer Tracker Wave 122, n=1,085
Source: Ipsos Consumer Tracker Wave 122, n=1,085
Source: Ipsos Consumer Tracker Wave 122, n=1,085
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Graham Gordon Director, AMD Graham.Gordon@ipsos.com