How battery performance drives consumer trust in electric vehicles

As electric vehicles (EVs) become increasingly mainstream, a factor that plays a central role in building consumer confidence and enabling widespread adoption is battery performance. Specifically, the reliability and durability of EV batteries have a major impact, not only on how well a car functions, but also on the rate and extent to which consumers are willing to make the switch from traditional gasoline-powered vehicles.

In this article, we discuss the influence of EV battery performance on consumer trust, and how the careful selection of battery components and battery design improve performance and help pave the way for a more sustainable, electrified future.

For many consumers, adopting EV technology still feels like a leap of faith. Most drivers are used to the proven track record of internal combustion engine (ICE) vehicles. Meanwhile, EVs are still seen by many as an unproven technology which is potentially less safe, less reliable, more of a hassle, or even less sustainable than a traditional gasoline powered ICE vehicle.

Public perception of EV safety has been shaped by rare - but dramatic - battery fire incidents, even though EVs have been shown to be statistically safer than ICE cars. These incidents are typically caused by internal faults, short circuits, or rapid discharging, which can trigger thermal runaway, where a battery cell overheats and ignites. This can spread to neighboring cells in a process known as thermal propagation. While these risks are real, the auto industry has responded with solutions like thermal barriers, cooling systems, and fire resistant materials to prevent and contain such events. International safety standards also help ensure that EV battery systems meet rigorous safety requirements.

Concerns about reliability, on the other hand, feel a bit more grounded in reality. Consumers want to know that their car will deliver consistent performance, in both hot and cold weather, for short distances as well as long distances, and that they will be able to do so for years. While these concerns are based on more common shortcomings, reliability is another area where EV batteries are rapidly improving. 

Another common concern is range anxiety, the fear of running out of power before reaching a charger. Manufacturers are addressing this through larger battery packs, faster charging, improved motor efficiency, and improved infrastructure. New EVs can charge in under 30 minutes, but fast charging generates significant heat, so batteries need to be carefully engineered to improve performance and reduce wear on the battery.

Finally, consumers have expressed concerns about the overall sustainability of EVs, questioning whether they truly are a better alternative to traditional vehicles. However, multiple studies have shown that in most cases EVs create fewer greenhouse gas emissions than ICE vehicles during their life cycles.

While ICE technology has been around for a century, EV technology is rapidly evolving. Engineers are racing to make EVs safer, longer-lasting, more efficient, and more affordable, and consumer trust will grow as these improvements become more widespread and well known.

An EV battery’s performance is affected by several factors, starting at the cell level. Each battery pack is made up of hundreds or thousands of cells, and each of those cells must be able to withstand thousands of charging and discharging cycles. Their ability to consistently store and deliver power depends on the quality of materials used and how well they are managed under stress. 

For example, EV batteries expand and contract during use due to physical and chemical changes inside cells caused by repeated charging and discharging, high currents, and temperature fluctuations. If battery design doesn’t account for this movement, performance can degrade quickly. Components within the battery pack are now designed to absorb that expansion and maintain structural integrity.

Temperature control, known as thermal management, is another key factor to consider. Batteries operate best at around 25°C, and poor temperature control accelerates wear and shortens battery life. Keeping them near this optimal temperature requires a mix of heat exchangers, cooling systems, and insulation. 

EV batteries are also subject to stress caused by vibration, humidity, and exposure to temperature extremes. This is where both robust engineering and rigorous testing come into play. For example, in a test known as "8585," batteries are exposed to 85°C at 85% humidity for 1000 hours to evaluate material degradation, and must withstand these extreme conditions to make it into production.

Clearly, EV batteries face many performance challenges, but their performance can be improved by careful consideration of their materials and design. Behind every EV battery is a complex array of materials engineered to protect, insulate, and stabilize the environment in and around the battery. 

One often overlooked but essential category of materials used in EV batteries is performance tapes. These don’t simply hold parts together - they’re critical to ensuring a battery’s long-term performance and safety. EV battery tapes are highly engineered products consisting of three layers:

• Adhesive (which bonds to surfaces)

• Carrier or facestock (which can deliver various properties, such as insulation)

• Liner (which protects the adhesive until use)

Tapes are modular by design, with each component carefully selected to meet specific performance needs. For example, the adhesive might need to be strong enough to keep components in place permanently, or it might need to be removable to enable maintenance or recycling. 

Tapes can contribute directly and indirectly to battery performance in several ways, including:

• Electrical insulation: In high-voltage EV systems, proper electrical insulation is essential to prevent short circuits and reduce the risk of fire or electric shock. Tapes with appropriate cover stock and adhesive layers provide this crucial insulation.
  
  

• Thermal management: While tapes do not directly provide thermal management, they enable the use of thermal management materials like silicate nonwovens by providing a protective and easy-to-handle outer layer.
  
  

• Protection: Tapes help seal and protect sensitive internal components from environmental damage from things such as contaminants, like dust or moisture, or robots used in assembly. They can also deliver functionalities such as fire resistance.
  
  

• Retention and vibration resistance: EV batteries are subject to constant movement. Tapes keep parts firmly in place, reducing wear and tear from vibration and physical shocks.
  
  

• Enabling automation: Tapes offer a consistent, easy-to-apply format suitable for automated assembly. Unlike coatings, which require precise application methods, tapes are pre-engineered, reducing variability. By protecting components, they also enable safe handling by robots.

The challenging and dynamic environment within a battery pack demands careful material selection for all components. Auto manufacturers should involve specialists early in the design process to ensure that the products they choose meet the required performance, reliability, and safety standards.

The future of EV batteries is being shaped by performance goals but also by sustainability. 

New material developments are improving performance and expanding what tapes can do. For example, thin metal coatings on polymer films are being tested as replacements for heavier materials like copper. These not only cut weight but can enhance fire resistance and dielectric strength. 

New battery pack designs are also emerging. Some manufacturers are starting to skip the module level and place cells directly into the battery pack. This approach saves space and weight, but also requires new, more robust materials that can handle greater structural demands.

Another recent innovation is "debond on demand" technology. This allows layers in a battery to be easily separated for recycling or repair, an important step toward a more circular battery economy. Tapes made with recycled materials and solvent-free adhesives are also being developed to reduce environmental impact. Material science is playing a critical role in making EVs greener from the ground up.

It’s clear that innovations both large and small will contribute to developing consumer trust and realizing the long-term sustainability vision for electric vehicles. 

As Andrew Christie, Business Development Manager Automotive at Avery Dennison puts it, “By developing materials that enhance battery performance, safety, and recyclability, we’re enabling the next generation of electric vehicles and helping create a more sustainable future for the automotive industry.”

To learn more about how Avery Dennison can support your EV battery projects, contact us today.