After years of rapid growth, new electric vehicle (EV) registrations have moderated, and the EV market has entered a new chapter. But slower growth shouldn’t be mistaken for disappearing demand, with data suggesting the reality is much more nuanced.
According to Experian Automotive’s Automotive Consumer Trends Report: Q2 2026, battery EVs accounted for 8.21% of new retail registrations in the last 12 months, down from 9.23% a year earlier.
However, consumers aren’t simply walking away from electrification. In fact, more than one million new EVs were registered during the past 12 months and the used EV market recorded more than 540,000 registrations over the same period.
The opportunity may be less about waiting for the EV market to grow and more about understanding where EV demand is present, who is driving them, and how to reach those consumers more effectively.
Who is likely to purchase an EV and what vehicle types are they interested in?
Understanding who’s in the market for an EV can allow dealers to position themselves around consumers’ needs as they choose a vehicle that fits their everyday lifestyle.
In the second quarter of 2026, Millennials and Gen X accounted for 67.83% of new EV registrations, nearly 10 percentage points above their combined share of all new, retail registrations. Millennials were also the largest generational audience across both new and used EV market share, coming in at 35.76% and 38.42%, respectively.
It’s important to consider that the EV shopper isn’t necessarily looking for an unfamiliar or new type of vehicle. In many cases, they’re seemingly looking for an electric version of the practical vehicle they already know.
For instance, SUVs accounted for 77.47% of new EV registrations in Q2 2026, which was similar to SUVs’ 63.49% share of all new retail registrations.
For these shoppers, creating messaging around value, practicality, and available choices may resonate differently than premium technology messaging aimed at some new-EV prospects.
The more precisely dealers can identify those audiences, the less they need to depend on broad EV market momentum to generate demand.
To learn more about EV insights, view the full Automotive Consumer Trends Report: Q2 2026 presentation.
