Key stat: 46% of US likely EV buyers say reduced fuel costs motivate their purchase, compared with 35% who point to environmental impact, according to an April survey from MRI-Simmons.

Beyond the chart:

• That fuel-cost logic shows up the moment prices move. When the national average hit $3.63 a gallon this spring, 22.4% of car shoppers on Edmunds were researching electrified vehicles, up from 20.7% the week before, and most of that jump came from battery electric models.
• Interest doesn't always survive the sticker price, though. Gas now averages $4.48 a gallon, up $1.32 year over year, according to AAA, yet new EV sales fell 27% year over year in Q1 2026 and market share slipped to 5.8% from a 10.6% peak, according to Cox Automotive.

Use this chart: Drop this in your next auto brand planning session to argue that value, not virtue, sells EVs. Pair it with total cost of ownership math when you pitch creative, and use it to push back on any campaign built around environmental messaging as the lead hook.

Related EMARKETER reports

• Infopack: Automotive 2026 (EMARKETER subscription required)
• Data Drop: 4 Charts on US Auto and Truck Parts Ad Spending (EMARKETER subscription required)

Methodology: Data is from the July 2026 release of the MRI-Simmons "2026 May Digital Life Study." 4,861 nationally representative US adults 18+ were surveyed during April 15-30, 2026.