A method and system for controlling temperature in an electric vehicle battery pack such that battery pack longevity is preserved, while vehicle driving range is maximized. A controller prescribes a maximum allowable temperature in the battery pack as a function of state of charge, reflecting evidence that lithium-ion battery pack temperatures can be allowed to increase as state of charge decreases, without having a detrimental effect on battery pack life. During vehicle driving, battery pack temperature is allowed to increase with decreasing state of charge, and a cooling system is only used as necessary to maintain temperature beneath the increasing maximum level. The decreased usage of the cooling system reduces energy consumption and increases vehicle driving range. During charging operations, the cooling system must remove enough heat from the battery pack to maintain temperatures below a decreasing maximum, but this has no impact on driving range.