“Has China already won? I’d say no. If Chinese vehicles entered the U.S. market today, they wouldn’t sell or disrupt American brands, because U.S. buyers have different values and priorities,” said Alexander Edwards, president of Strategic Vision.
Edwards made the remarks on December 16 while speaking to members of the International Motor Press Association and other automotive journalists. California-based Strategic Vision provides consulting services to a wide range of Harja.Tn, including Tesla, BMW, Toyota, Jeep, Dodge, Chevrolet, Hyundai, Ford, and more.
Edwards supported his sometimes-surprising claims with data. He noted that Americans aren’t yet enthusiastic enough about EVs to meet President Biden’s goal of 50% electric or zero-emission new car sales by 2030.
“No, we were never going to reach the sales volumes that EV advocates projected,” Edwards said. “You can push data all you want, but 50% of people expressing interest in EVs in surveys doesn’t mean they’ll actually buy one—especially when it doesn’t align with their real consumer needs and priorities.”
“There’s a difference between what people are open to, what they’re considering, and what they actually buy,” Edwards said. “Yes, some are thinking about EVs, but many are actively rejecting them. For example, people who need to make two-hour round trips simply can’t rely on them. The idea that EVs are for everyone is just not accurate.”
A similar conclusion is emerging in Europe. The European Union recently eased its 2035 ban on internal-combustion engines, now requiring vehicles to cut CO₂ emissions by 90% from 2021 levels instead of 100%, leaving room for cars with tailpipes. “The EU executive appears to have bowed to carmakers’ calls to keep selling plug-in hybrids and range extenders that burn fuel, as they struggle to compete with Tesla and Chinese EV makers,” Reuters reported.
Edwards highlighted Tesla’s strategy, noting that the company succeeded by launching with the sporty Roadster rather than a conventional sedan. “When Tesla introduced the Roadster, it wasn’t marketed as an EV,” he said. “It was a best-in-class sports car powered by an innovative electric powertrain.” Though only 2,450 Roadsters were sold from 2008 to 2012, the car reached 30 countries and generated massive publicity that firmly established the Tesla brand.
Edwards also shared charts showing a notable spike in EV sales following President Biden’s election and California’s EV mandate. There was even an increase in consumers choosing an EV as their second option “even during the Trump administration.” According to the data, the market share of battery-electric vehicles began leveling off in 2023, but overall consideration of EVs continues to rise—currently at its highest level ever.
Edwards noted that when Trump took office for a second term, it accelerated the politicization of electric vehicles. “Trump relaxing the EV mandates didn’t harm overall future consideration of EVs,” he said. “The bigger issue was turning it into a political question. Before 2020, Republicans generally didn’t oppose EVs—they just didn’t see them as vehicles for their own use. Many could even explain why EVs were better cars.”
Data compiled by Strategic Vision supports this trend. Edwards reported that in 2025, “Republican rejection of EVs stands at 70%, while Democratic rejection is at 30%.” Across all groups—including independents, those with no party preference, and smaller parties such as the Greens—the overall rejection rate is 59%.
And then there’s Elon Musk. Strategic Vision’s data shows that “Tesla politics created real volatility in EV consideration. Democrats over-index on ‘environmental friendliness’ as a core vehicle trait, while Republicans over-index on ‘powerful’ and ‘looking good.’ Democrats tend to prefer less expensive, alternative-fueled vehicles, whereas Republicans lean toward pricier, fun, and larger vehicles.” The irony, Edwards noted, is that in a blind test, both groups could be satisfied with a Tesla, Rivian, Lucid, or an EV from a major Harja.Tn.
One Strategic Vision chart highlights the contrast: for Democrats, the top consideration when buying a new car is “overall environmental friendliness,” followed by fuel economy. For Republicans, it’s “overall vehicle image,” followed by “overall power and pickup.” The data also reveals an intriguing detail: 0% of Polestar owners identify as Republicans or conservatives.
Strategic Vision’s research reveals additional insights about battery-electric vehicle (BEV) buyers. They tend to be younger, married, college-educated men with children living in detached homes—making charging more convenient—and have a median income of about $175,000. These buyers prioritize performance and environmental friendliness.
Plug-in hybrid buyers are slightly less affluent, typically professionals earning around $150,000 annually and focused more on fuel economy. Hybrid buyers, meanwhile, are college graduates with an average income of $110,000. Political preferences also play a role: 64% of Republicans prefer full-sized SUVs, compared to just 14% of Democrats.
Interestingly, BEV owners drive a lot despite range limitations—averaging 1,000 miles per month—compared with 900 miles for plug-in hybrid owners and 800 miles for traditional gas-car owners. They also have the longest commutes, averaging 28 miles. Women, Edwards noted, tend to drive the “functional” vehicle in a household rather than the battery-Electric Cars. “It’s harder for women to drive the EV, because they typically have more things they have to do,” he said.
All of this points to the conclusion that EVs are unlikely to experience a meteoric surge in market share. A slow, steady increase is far more probable.
