Who Are EV Owners Really?: Understanding Three Key Segments

Electric vehicle (EV) adoption continues to accelerate across the United States—but who exactly are the consumers driving this transformation?

Through in-depth interviews and surveys with nearly 500 EV owners nationwide, Uplight has identified three distinct customer segments that utilities and energy providers should understand to inform strategic messaging and identify additional purchase or enrollment opportunities.

Our research reveals that EV customers exist on a spectrum, creating three customer segments: base EV customers, advanced EV customers, and prosumers. These aren’t static categories—customers naturally evolve as they adopt additional clean energy technologies.

Three Distinct EV Owner Types: Base, Advanced, and Prosumer

Base EV Consumers

Base consumers are motivated to purchase by two fundamental EV benefits: helping the environment and saving money. They represent the largest entry point into EV ownership and respond well to simplified messaging focused on these core value propositions.

Demographics: These customers have an even gender split, are primarily ages 45-60, and predominantly have household incomes under $100K.
Technology Profile: They own one EV and about 50% of them have Level 2 (L2) chargers—which they are more likely to purchase with their EV at the dealership. They do not yet own batteries or solar.
Motivation: Top reasons for purchase include concern about the environment (27%) and cost savings opportunities (27%).
Behavior: Prior to purchase, these customers conduct EV research mostly through online and social media channels.
Energy Identity: They self-identify as “hobbyists” in clean energy technology.

Advanced EV Consumers

Advanced consumers are performance-focused early adopters who have moved beyond basic environmental motivations. They’re more technically oriented but still rely heavily on personal networks for decision-making.

Demographics: These customers are majority male (73%), around ages 30-44, and most households earn $100K or more (73%).
Technology Profile: They either own multiple EVs or one EV plus a standalone battery. 56% have L2 chargers—which they are more likely to purchase 3-6 months after EV purchase, compared to base customers. They do not yet own solar.
Motivation: These customers tend to prioritize vehicle performance above all else (28%).
Behavior: These customers conduct research before purchase in multiple channels, but they tend to lean the most on friends and family. They estimate vehicle return on investment (ROI) before purchasing.
Energy Identity: They see themselves as between “hobbyist” and “professional”, with a lean towards professional.

EV Prosumers

Prosumers are the most sophisticated segment, often working in energy, technology, business, or engineering fields. They understand grid constraint concepts and are aware of demand response (DR) programs, although many avoid DR due to concerns about energy availability during critical times.

Demographics: These customers are majority male (70%), around ages 30-44, and most households earn $100K or more (60%).
Technology Profile: They own multiple EVs, have solar, and 58% have L2 chargers—which they are also more likely to purchase 3-6 months after EV purchase. Some may have home battery systems.
Motivation: These customers prioritize having the latest technology (21%)..
Behavior: These customers conduct research in multiple channels, but uniquely prioritize electricians and showrooms. They also track ROI before and after purchasing in homegrown spreadsheets containing cost, usage, and production metrics.
Energy Identity: They self-identify as “professionals” in clean energy. They bias towards self-installing energy tech, yet may still balk at touching the panel. Fiercely proud of their energy setup, they turn into evangelizers of technology, referring friends & family often with no financial benefit.

How to Leverage EV Owner Insights

Understanding these customer segments enables utilities to develop more effective approaches:

Tailor messaging strategies to the segment.

Base consumers respond best to straightforward communications that emphasize environmental benefits and cost savings, while advanced consumers are motivated by performance-focused messaging that highlights vehicle capabilities. Prosumers, who identify as energy professionals, prefer technical language and detailed ROI calculations that respect their expertise.

Strategically plan outreach.

Since advanced consumers and prosumers are more likely to wait 3-6 months after EV purchase to install L2 chargers—compared to base consumers, who are most likely to buy immediately at vehicle point-of-sale—utilities have a valuable (and longer) window to engage these higher-value segments with program offers.

Use different channels based on the target segment.

The most effective channels to reach EV customers varies by segment. Since base consumers conduct their research online, they are more easily reached through digital marketing channels—while advanced consumers and prosumers may respond better to community-based utility initiatives or a referral program. Prosumers place great trust in electricians and in-person showrooms, which points to the need for program design to include onsite enrollment channels.

Build trust Demand Response programs.

Although prosumers understand demand response programs better than other segments, many hesitate to participate due to concerns about maintaining adequate charge levels during emergencies—and then paying a premium to recharge afterwards. Utilities can help overcome this by addressing reliability concerns upfront in their messaging, as well as proactively ensuring customers are on optimal rate plans when EVs are detected.

As EV adoption accelerates, understanding and tailoring campaign timing, messaging, and channels to these distinct customer segments can help utilities drive program participation, customer satisfaction, and grid optimization goals.