A new study suggests the EV buying game is changing. Instead of obsessing over maximum range or charging speed, buyers are increasingly prioritising design—both inside and out—when choosing an electric car.

The research, carried out by Escalent in the US, surveyed over 1,500 car buyers and found that interior design (49%) and exterior design (45%) are now the biggest influences on EV purchase decisions. Range still matters (39%), but it’s no longer the headline act it once was.

Interestingly, the study suggests buyers tend to view a car’s interior and exterior as a single “package,” with cabin design slightly edging out exterior styling in importance.

Stylish, functional, and distinctive looks were all highly valued, but “style” only narrowly beat “functionality,” showing buyers still want substance with their aesthetics.

Brand reputation also remains important (39%), suggesting established manufacturers still have an advantage over newer entrants. Meanwhile, factors like battery warranty and charging performance still matter—but are no longer the primary decision drivers.

The report also highlights a divide between EV enthusiasts and sceptics: those resistant to EVs prefer more traditional controls like physical buttons rather than touchscreen-heavy interiors.

Overall, the takeaway is clear: while EV specs still matter, design, emotion, and brand identity are becoming just as important in shaping what people actually buy.