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96% of EV drivers would choose electric again, yet only around half stay with the brand they bought from, and we wanted to understand why. So we brought together industry research, insights from leaders at Rivian, Genesis, Ford and MOIA, and our own take on ten leading EV brands.
Our new report, “Brand in the Driver’s Seat”, looks at one of the biggest challenges facing the electric vehicle market: as the category goes mainstream, many of its brands are becoming harder to tell apart.
Few categories have changed as much, or as quickly. 27% of cars sold globally are now electric, and the number of electric models has almost tripled since 2020. Yet brand drives just 8% of the purchase decision, and 51% of buyers say they’ve lost track of all the new EV brands. As technology, interfaces and specifications converge, manufacturers risk becoming anonymous.
The report starts with the state of the market, then explores three provocations every EV brand needs to consider. Is an EV a car or a computer? Should legacy brands stick with their heritage, or twist into something new? And with AI, creators and review sites shaping every decision, who’s really steering your brand now?
It also takes a closer look at ten leading EV brands, from BYD and Tesla to Mercedes and Polestar. Each one is assessed on sales, business momentum and how true, compelling and distinctive its brand is. The findings show no simple link between sales and brand strength: Rivian ranked ninth for sales, but first for brand.
Alongside Koto’s strategists and designers, the report features perspectives from leaders at Rivian, Genesis, Ford and MOIA.
