New research commissioned by BMW suggests that reports of drivers turning away from electric vehicles may be overstated. While EV sales growth has slowed in some major markets, the German automaker decided to take a closer look at one of the most influential segments in Europe: company cars. Fleet and leasing vehicles often shape broader market trends, making them a useful indicator of where consumer demand is heading.
The study, conducted for BMW by Dutch research agency Kin Onderzuk, surveyed 655 company car drivers. The results paint a surprisingly optimistic picture for electrification. Around 60% of respondents said they would choose an electric vehicle as their next leased company car. However, that interest comes with a clear condition, and it revolves around driving range.
Range Remains The Deciding Factor
According to the survey, drivers expect a minimum range of about 250 miles on a single charge. For many participants, that threshold is no longer viewed as ambitious but as a basic requirement. A significant portion of respondents said they would prefer more than 310 miles of range, highlighting how expectations have risen as EV technology has advanced.
Range anxiety continues to be the biggest obstacle for hesitant buyers, even as charging infrastructure expands across Europe. For business users who often cover long distances on tight schedules, an electric vehicle must deliver the same flexibility as traditional gasoline or diesel models. Anything below that level is still seen as a compromise rather than progress.
BMW points out that newer midsize models within its portfolio already exceed these expectations. Vehicles such as the electric Mini Countryman SE and the BMW iX3 now offer real-world range figures that meet or surpass what many company drivers demand. The automaker has even highlighted internal testing scenarios suggesting that the iX3 can achieve exceptionally long distances under ideal conditions, reinforcing the message that modern EVs are becoming more practical for everyday professional use.
Corporate Policies Driving Change
One of the most interesting findings from the research is that environmental concerns were not a primary motivator for most drivers. Fewer than 10% of participants listed environmental impact as a key factor in their decision. Instead, the biggest priorities were lease costs, comfort, cargo and family space, and the convenience of charging.
At the same time, corporate policies are playing a growing role in accelerating adoption. More than one-third of companies surveyed already require employees to drive electric company vehicles. In other words, the transition is often being pushed from the top down rather than driven purely by personal preference.
This shift reflects broader changes in corporate mobility strategies across Europe, where businesses are balancing sustainability targets with operating costs and tax advantages linked to low-emission vehicles.
The U.S. Market Shows A Different Pattern
Across the Atlantic, the picture looks more cautious. The United States has seen a cooling in EV registrations after years of strong growth, with some markets experiencing their first noticeable declines in more than a decade. The expiration or reduction of tax incentives has contributed to slower momentum, and even established EV leaders have reported periods of softer sales volume.
For automakers like BMW, this highlights the importance of regional differences. European fleet buyers often have stronger incentives and regulatory pressures pushing electrification, while North American customers remain more sensitive to pricing, infrastructure coverage, and evolving policy support.
Experience Builds Confidence
Perhaps the most encouraging result for BMW is the loyalty among current EV drivers. Around 70% of respondents planning to choose an electric vehicle for their next company car already drive one today. That suggests real-world experience reduces concerns over time. Once drivers adapt to charging routines and understand actual range capabilities, initial skepticism tends to fade.
This pattern reinforces a broader industry observation: firsthand ownership experience is often the strongest argument in favor of electrification. Drivers who regularly use EVs are more likely to stay with them when renewing leases or switching vehicles.
What The Results Mean For BMW And The Industry
Overall, the research indicates that company car drivers in Europe are not rejecting electric mobility. Instead, they are becoming more selective and demanding. Range, operating costs, and daily usability must meet or exceed what conventional vehicles offer before electric models become the obvious choice.
For BMW, especially as it prepares to introduce a new electric 3 Series, the takeaway is clear. The market is still interested, but expectations are higher than ever. EV adoption is no longer driven by novelty or environmental messaging alone. Buyers want practical, long-range vehicles that fit seamlessly into real-world routines.
The electric future remains very much alive, but it is maturing into a more competitive and performance-driven market where convenience and capability matter just as much as innovation.
This article originally appeared on Autorepublika.com and has been republished with permission by Guessing Headlights. AI-assisted translation was used, followed by human editing and review.