As the 2026 Detroit Auto Show kicks off this week, new research suggests that for many rural Michiganders, electric cars still feel more science fiction than real life
Study: Quantifying real and perceived barriers to EV adoption in rural Michigan
A new University of Michigan survey of 1,000 rural Michigan residents reveals a striking gap between perception and reality when it comes to electric vehicles.
Researchers found that only 5% would choose an electric vehicle as their next car, which is lower than national averages. The findings, published in Scientific Reports, shed light on how cost concerns, limited exposure and misconceptions keep EVs from gaining traction in rural areas.
The study helps researchers understand why EV penetration is as low as it is, and provides clues about what to do about it (provide better information and visibly improve charging infrastructure, said Parth Vaishnav, U-M assistant professor of environment and sustainability.
"The shift to EVs is essential to ensure that the U.S. car industry remains globally competitive: The rest of the world is shifting decisively to EV's, particularly the high-growth markets of the Global South," he said.
It is also essential to reduce climate change. Both automakers and environmentalists should want EVs to command a healthy market share in the U.S.; this is particularly crucial for Michigan, where the auto industry is a linchpin of prosperity, Parth said.
Perception vs. reality
The U-M team found that many rural drivers significantly underestimate how well EVs could fit their lives. For example:
- Nearly half of respondents said a home Level 2 charger wouldn't meet their needs, yet three-quarters could easily cover their daily driving with one.
- Thirty percent believe there's no public charger nearby, even though about half actually live within five miles of a fast charger.
- More than one-third said they prefer gas-powered cars for cost reasons-but two-thirds of those drivers could afford an electric model within their reported budget range.
Why the gap matters
Previous studies have examined general barriers to EV adoption, such as range anxiety and limited charging access, but few have focused on rural drivers. This research digs deeper, combining survey results with real-world data on charging stations and EV listings across Michigan.
Researchers analyzed three key ownership factors:
- Ability to charge at home (typically overnight using a Level 2 outlet)
- Access to convenient public chargers
- Availability of new and used EVs within personal budgets
They also assessed how people's perceptions align-or clash-with reality. The findings reveal that over half of rural respondents are pessimistic about what EV ownership would require. Meanwhile, misinformation fuels hesitation. Crucially, this is a predictor of interest in new or used EVs.
Beyond infrastructure: The information challenge
While improving rural charging networks remains crucial, the study suggests that information may be just as important. Researchers found that:
- Fifty-five percent of those who doubt they can charge at home cited driving "too much in a day" as the reason, despite most logging miles well within current EV capabilities.
- Concerns about safety, maintenance and resale value persist, often rooted in a lack of trustworthy information.
The findings highlight that boosting rural EV adoption will require not only infrastructure, but also clear communication about what electric cars can already deliver today and throughout the EVs lifetime.
A road map to rural adoption
Taken together, U-M's research suggests that the path to higher EV adoption in rural America may be smoother than many think-if drivers get the trustworthy information about their concerns.
"More than half of Michigan's rural residents are more pessimistic than they need to be," said Anna Stefanopoulou, U-M professor of mechanical engineering. "Drivers need to see in their dashboard reliable information about the battery state of health, which tells them how far they can go in our freezing winters and how long they can rely on their EV before the battery starts degrading. With this information, the used EVs that have a lower cost might start to look a lot more practical."
Current global efforts for a battery certificate, which includes an indicator of battery sustainability based on the emissions and the energy associated with the production and eventual disposal of this particular battery, might also help consumer confidence.
The study, which received funding from the Pilot Project Grants for the Study of Rural Contexts, was also co-authored by Sabina Tomkins, U-M assistant professor of information, and U-M researcher Sally Yin.
