Two American carmakers make top auto innovators list
April 15th, 2024, Clifton Mark

Two American carmakers make top auto innovators list

The market in electric vehicles has been growing quickly in recent years. In 2023, the EV share of the US vehicle market was 7.6%, up from 5.9% in 2022. To capture the attention of this growing market, carmakers are vying for reputations as leaders in innovation and technology. 

Consumers who would consider buying an EV are a key audience for carmakers who want a piece of the expanding segment. Which brands to these consumers see has innovation leaders? How do their opinions differ from the general population? 


Tesla is the car brand most-widely recognized as a leader in innovation and technology. Nearly half (47%) of Americans considering buying an EV view Tesla an innovation leader, and so do a third (33%) of the general population.

This is not surprising, given that the automaker accounted for about half of all EV sales in the US last year. Instead of resting on its early lead in the EV space, Tesla has attempted to continue to innovate in the field, whether through developing new wireless charging technology, or new manufacturing methods. CEO Elon Musk also announced that Tesla would reveal its long-promised robotaxi this summer. 


BMW presented its first two electric vehicles to the world more than half a century ago at the Munich Olympics. Currently, the manufacturer offers ten all electric models, including the BMW iX3 and the Mini Cooper SE. Projects such as the Vision Neue Klasse concept car include improved batteries that the company says will improve the charging speed and range of their vehicles by up to 30%.

A third (33%) of American EV considerers see German carmaker BMW as a leader in technology. More than fifth (22%) of the general population also see BMW as innovation leader, through the carmaker is tied with the next brand on this list.


The largest car-manufacturer in the world, Toyota, was an early pioneer in the EV/hybrid space with the Prius. Launched in Japan in 1997 and worldwide in 2000, the Prius was the first mass-produced hybrid vehicle. More recently, the company has focused more on hybrids than full-electric cars. Even so, 32% of EV considerers see the brand as a leader in innovation and technology. 


With the model-T released in 1908 and advances in assembly line production, Ford certainly has a long history of innovation. More recently, the American auto giant has begun manufacturing electric versions of some of its most popular gas-powered models, such as the Mustang and the F-150. The company has also invested in solid state batteries as part of its plan to reach carbon neutrality by 2050. 


Luxury carmaker Audi has announced plans to go fully electric by 2033, with its last gas car to be launched in 2026. The e-tron model lineup currently leads the way in Audis electric offerings. Nearly a quarter (23%) of EV-considers see the German carmaker as a leader in innovation but only 14% of the general population do.

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