With New EVs Arriving, Brand Loyalty Goes Out the Window

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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 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.

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