China's NEV appeal hits record high, says J.D. Power

An XPeng Mona 03 attracts visitors at an event in Beijing on May 28, 2025. (Photo by Li Fusheng/chinadaily.com.cn)

China's NEV products are seeing greater recognition among car buyers, according to a J.D. Power report released on Thursday.

A record-high score of 806 out of 1,000 was seen this year — the first time it has crossed the 800-point threshold since the China New Energy Vehicle Product Appeal Index Study began in 2021.

Based on responses from over 21,000 NEV owners within two to six months of purchase, the study revealed a maturing market shifting from first-time buyers to repeat and replacement buyers.

Notably, women now account for 33 percent of incremental NEV purchases, up 5 percentage points year-over-year, making them a key driver of market growth.

In contrast, the share of male repeat buyers rose just 2 percentage points to 25 percent.

Local startups continued to outperform international brands both in sales and user satisfaction.

Domestic NEV brands have not only gained ground but surpassed foreign marques in perceived product appeal, highlighting the growing pressure on legacy players.

"Battery advances are meeting mainstream range expectations, especially in models under 300,000 yuan ($41,694)," said Yang Tao, general manager of J.D. Power's automotive division in China.

"With upcoming national battery safety standards, focus will shift from range to safety, while demand for customizable design options — especially among female buyers — is becoming a key differentiator."

The report also notes a sharp decline in range anxiety. Scores for range economy and charging experience rose by 22 and 18 percentage points respectively, as charging infrastructure improved across cities.

Plug-in hybrids gained traction, now comprising over 41 percent of the market, with user experiences approaching that of battery-only EVs.

Top-ranking models included the BYD Seagull, Aion RT, Tesla Model 3, Xiaomi SU7, and Li Auto L7. The study covered 122 models from 48 brands based on data collected in 81 Chinese cities.