A recent report on consumer sentiment towards electric vehicles (EVs) suggests a significant disconnect between public perception and the current reality of the EV market in the United States. The January 2026 edition of the Electric Vehicle Intelligence Report reveals that consumers frequently associate strong EV offerings with brands like Toyota and Honda, while placing Tesla at the bottom of perceived leaders.
Consumer Perception vs. EV Market Reality
The survey, which asked consumers about their positive or negative views and trust in various EV and autonomous vehicle brands, found Toyota and Honda ranking highest. This perception appears to be based on established reputations in the hybrid market and internal combustion engine vehicles, rather than direct experience with the manufacturers’ current EV portfolios.
This is particularly notable as both Toyota and Honda have been perceived as more cautious in their transition to fully electric vehicles. Toyota’s initial long-range EV, the bZ4X, received mixed reviews, though the company has since made improvements and plans to introduce new models. Honda, on the other hand, has relied on rebadged General Motors platforms for its current EV offerings, such as the Honda Prologue and Acura ZDX, both of which are closely related to the Chevrolet Blazer EV. The ZDX has already ceased production, highlighting the challenges in the market.
Honda is set to introduce its first ground-up EV models, the Acura RSX and the Honda 0 Series SUV, later this year. These new vehicles will enter a market where competitors are already launching second and third-generation EVs.
Tesla’s Position and Broader Market Misconceptions
Conversely, Tesla, a pioneer in the modern EV market and manufacturer of the country’s best-selling EV, ranked last in consumer favorability, holding a net negative rating of -10. This placement is attributed partly to the polarizing public image of its CEO, Elon Musk, which seems to be influencing consumer perception of the brand.
The report also highlights surprising rankings for other manufacturers. Premium EV startups like Lucid and Rivian ranked below mainstream automakers. Additionally, Kia, known for producing well-rounded and fast-charging EVs at competitive prices, was ranked lower than Volkswagen, while Nissan surprisingly outperformed Hyundai. Audi also outranked its sibling brand Porsche, despite its current strong EV offerings being based on Porsche platforms.
Lagging Consumer Sentiment and Future Outlook
The findings suggest that consumer sentiment in the automotive industry often lags behind technological advancements and product availability. For many consumers, familiarity with a brand’s historical strengths, such as Toyota and Honda’s dominance in hybrids, influences their expectations for EVs.
BMW is cited as a brand where consumer expectations have been met, with experts and consumers generally agreeing on its quality EV offerings. The report concludes that companies which have underinvested in EVs may face significant challenges in building brand value over time as consumer perception eventually catches up to market realities. Toyota and Honda, however, appear to have a considerable window to develop their EV technology before consumer sentiment fully aligns with their current offerings.