Design is the main factor when choosing an electric car. This somewhat surprising finding emerges from the EVForward 2025 Product DeepDive study conducted by Escalent.

The numbers speak for themselves: 71% of people primarily consider exterior and interior design before purchasing an EV, while only 39% see driving range and brand as essential factors. This is followed by 30% who rank charging speed as their top priority.

About half of respondents say they want an elegant car, with aesthetics taking precedence over functionality, confirming the need for a vehicle that can also represent its owner from a visual standpoint.

More predictably, 40% of those surveyed still consider price a major barrier to purchasing an electric vehicle.

According to Escalent, the survey reveals that the electric car market has entered a new phase: while in the past buyers were willing to accept significant aesthetic compromises in order to access the most advanced vehicles, today—thanks to a clear improvement in technical aspects—this willingness has diminished.

Innovative technologies for the production and recycling of electric and hybrid vehicles for the automotive, transport, and industrial sectors will be presented at E-Tech Europe, taking place from October 7 to 9, 2026, at BolognaFiere as part of Urban Tech 2026 – The Urban Technology Show, the new event dedicated to e-mobility, traffic, commuting, security, TLC & data, and the environment.

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