As more car makers roll out electric vehicles, they are discovering an important trait among early customers: They are far more apt to try new brands.
Nearly 80% of people who bought Kia Corp.’s EV6 electric crossover since it went on sale early this year traded in something other than a Kia, according to research site Edmunds, compared with 61% for all its models. More than two-thirds of Ford [US:F] Mustang Mach-E electric sport-utility buyers had non-Ford trade-ins, compared with Ford’s 42% brand-wide average, according to the Edmunds data.
Startup truck-maker Rivian Automotive Inc. [US:RIVN] says its customers are coming from such a wide spectrum of car buyers that purchasers of its trucks and SUVs—which start around $70,000—are about as likely to own a $30,000 Subaru Outback station wagon as they are a $100,000 Porsche 911 sports car