Vehicle design has emerged as the strongest driver of purchase intent for battery electric vehicles, overtaking technical specifications such as driving range, charging performance and even brand, according to new research from data analytics firm Escalent.
The findings come from Escalent’s 2025 Product DeepDive study under its EVForward® research program, which examines consumer attitudes toward electric vehicles and broader electrified powertrain adoption. The study found that 71% of new-vehicle buyers consider both interior and exterior design equally important when choosing their next vehicle.
See also: Study Finds Modern EV Batteries Retain Most Driving Range After Three Years
Participants ranked interior design (49%) and exterior design (45%) as the top motivators for selecting a BEV, ahead of brand recognition and driving range, both cited by 39% of respondents. Battery warranty and charging performance ranked lower, at 32% and 30%, respectively. At the same time, design also emerged as a leading reason for rejecting a vehicle, highlighting its dual role in shaping consumer decisions.
“Often lost in the noise of consumer concerns, design has frequently taken a back seat in the development and production of BEVs,” said K.C. Boyce, vice president of Automotive & Mobility at Escalent. “Automakers must acknowledge BEVs that fail to excite visually cannot be saved by outstanding specifications.”
See also: Battery Health and Warranty Transparency Boost Used-EV Sales, Study Shows
When asked to describe the ideal exterior for their next vehicle, half of respondents chose “stylish,” outpacing “functional,” “practical” and “distinctive” by wide margins. However, Escalent said current BEV offerings fall short of that expectation, identifying what it described as a gap between consumer demand for style and the designs available on the market.
The study also found a strong link between perceptions of exterior and interior quality. Vehicles rated highly for exterior appeal tended to score well on interior appeal, suggesting that first impressions play a significant role in shaping overall expectations.
See also: Cold Weather, Charging, and Heating Significantly Impact EV Range, Green NCAP Finds
Ben Lundin, an insights director in Escalent’s Automotive & Mobility practice, said the findings point to shifting buyer priorities as EV adoption moves beyond early adopters. “If a buyer falls in love with the exterior of a vehicle, they are far more likely to embrace the interior—and that can be the key to driving purchase consideration,” he said.
Escalent noted that preferences diverge sharply across buyer segments. EV intenders showed stronger interest in advanced technology, luxury and distinctive interiors, while EV-resistant shoppers favored more traditional layouts. Current EV owners, meanwhile, identified cockpit design and screen size and placement as recurring pain points.
See also: ICCT Study: Europe to Require Up to 5,300 Megawatt Chargers for Electric Trucks by 2030
The research used Escalent’s Evoke™ methodology, which measures subconscious emotional responses to vehicles, to assess how design influences consumer behavior. The firm said the results suggest automakers seeking to broaden EV adoption will need to balance innovation with visual appeal and everyday usability, rather than relying solely on improvements in technical performance.