In some states, though, an EV that's comparable with a consumer's gasoline vehicle is nonexistent, driving down the adoption rate, J.D. Power said.
Many residents in low adoption states purchase full-size pickups at relatively low price points. Today's EV market doesn't include a pickup within their price range, Krear said. The least-expensive electric pickup on the market is the Ford F-150 Lightning at $51,990 including shipping. That compares with the gasoline version, which starts at $35,830, including shipping.
In other states, such as New York and Texas, consumers can find an EV more readily in their preferred segment and in their higher price range.
EV affordability improved in the first half of this year, largely because of Tesla' inc.'s price cuts, J.D. Power said.
Tesla's average transaction price in June fell 18% from a year earlier to $55,106, according to Cox Automotive. But J.D. Power expects the average EV price to shoot up as auto makers release new models, especially halo EVs that often come with a six-digit price tag. The electric Cadillac Escalade IQ starts at $130,000 with shipping.
About 80% of EV sales through July were in the premium segment, Krear said, and 65% of them were Teslas. Premium sales account for only 15% of gasoline vehicles retailed.
"That's why Tesla reducing pricing to gain market share is so critical and is pulling that affordability score up," Krear said. "They've got pricing power right now."
In high-volume segments, such as midsize and compact SUVs and large pickups, EV price parity with combustion engine vehicles is still out of reach, Krear said.
"To advance mass market adoption, the industry needs more mass-market availability at lower prices," Krear said.
J.D. Power expects nearly two-thirds consumers to have a EV option that fits their model preferences by 2025. That will grow to 80% a year later.
"Availability will be there. Will infrastructure be there? Will incentives still be there? If incentives are not there, what will the pricing situation be?" Krear said. "We need to keep an eye on all of it."