Ten Things We'd Like To Tell Automakers About EV Publicity

By Nikki Gordon-Bloomfield

Nikki Gordon-Bloomfield

Contributing Writer BIO

Nikki Gordon-Bloomfield is a self-confessed petrol head. She grew up in a carless family but was able at a very early age to name cars passing her on... More

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Ad for 2011 Chevrolet Volt running on Facebook, July 1, 2010

Automakers have had it tough over the past few years. An economic downturn, consumers looking for ever-fuel efficient vehicles and everyone clambering to make it to marketplace first. But just what do automakers need to keep in mind when advertising their first electric vehicle. We assume that any publicity is good, but here are ten facts we think any automaker should bear in mind to ensure customers buy their electric car.

• Long-distance EV trips only emphasise the need for recharging

    Long-distance EV trips are never as simple as they seem. While the concept of driving a long distance on some monumental road trip may get publicity it only serves to illustrate the Achilles heel of the EV - the need for regular recharging. Plan badly, and the ubiquitous image of an EV charging up from a portable gasoline powered generator will surely happen, as Mitsubishi recently found out travelling across Canada in a 2011 i-Miev.  

• First-of-a-kind may not always be first-of-a-kind

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Enlarge Photo

• Patronising Customers Is Not A Great Idea

    Educating customers is a really important part of any EV ad campaign. But patronising them only frustrates. It’s okay for a company to assume its customers need educating about it’s latest product, but treating all potential customers as children won’t curry favour among those who do know about electric cars.

• Hiding The True MSRP Behind A Wall Of Tax Credits Doesn’t Work

    With government incentives a-plenty, the prices of electric cars can appear to be much less than the actual purchase price. In the U.S., state tax credits are applied the year after purchase unless the customer opts to lease the car. For outright purchases, the customer has to stump up the full MSRP at point of sale. Nothing puts off consumers than finding out the price they were quoted is after rebates that don’t appear for a year.

• A Good Product Speaks For Itself

    Simple, succinct advertising campaigns are often more effective than clever, quirky or high-brow ones.  Companies which sell their EV in the most simple and honest way may find more customer interest than those which do not. As Apple have clearly illustrated in the past, consumers want capabilities and features, not jargon.