China's new energy vehicle makers are moving the competitive battlefield from price wars to overall user experience, as customer satisfaction with electric cars climbs sharply, according to a new study by J.D. Power.

The average satisfaction score for new energy vehicles in China rose to 829 on a 1,000-point scale in 2026, up 23 points from a year earlier, the firm said in its China New Energy Vehicle–Automotive Performance, Execution and Layout Study released Thursday.

The increase marks the fastest improvement in three years, underscoring how automakers are winning buyers through design, performance and overall ownership experience rather than discounts.

The study measures emotional attachment and excitement among owners within the first two to six months of purchase — a metric increasingly used by manufacturers to refine product development.

"Users have clearly recognized the design innovation of China's new-energy vehicles," said Sean Wang, managing director of automotive product solutions at J.D. Power China.

Safety showed the biggest improvement, rising 29 points from 2025, while satisfaction with driving range increased by a more modest 17 points and became less decisive in purchase decisions, he said.

Advances in battery, motor and electronic control technologies have largely addressed range anxiety, shifting consumer focus toward broader aspects of the driving and ownership experience.

Plug-in hybrid vehicles recorded the biggest gains in appeal, with scores rising 29 points year-on-year. Battery electric vehicles and range-extended EVs each improved by 21 points.

BEVs also regained market share, accounting for 66.9 percent of China's NEV market in 2026, up from 58.5 percent a year earlier.

By contrast, market shares for plug-in hybrids and range-extended models declined, even as their prices climbed sharply.

Chinese brands continued to dominate the rankings, posting an average score of 834, above the industry average.

Domestic automakers now command 83 percent of the premium NEV segment priced above 400,000 yuan, while also driving volume growth in the sub-200,000 yuan category through competitive pricing and features.

The study also highlights the growing influence of younger consumers. Buyers born after 2000 now account for more than 10 percent of NEV purchases, though they report lower satisfaction levels than older groups, with an average score of 814.

The 2026 study is based on responses from 21,512 NEV owners who purchased vehicles between May and December 2025.

It covers 137 models from 49 brands across 81 Chinese cities, evaluating vehicles across 45 attributes in areas ranging from design and performance to safety, infotainment and charging experience.