How should electric vehicle brands communicate in a crowded EV market?

In brief

The EV market has moved on but has the EV PR messaging? EV communications need to go beyond broad claims around innovation and sustainability.

EV brands now need to communicate in a crowded market using clearer proof points around cost, infrastructure, practicality and differentiation.

Why is cost messaging important for EV brands?

Long gone are the days when owning an EV was a unique talking point with friends and colleagues.

Sales of new BEVs now account for around 30 per cent of cars sold in the UK, according to industry figures. More importantly, used EVs are also selling rapidly, indicating that cost conscious car buyers are increasingly looking to save money, rather than just buying the latest, and shiniest, model.

Coupled with this, new EVs are among the cars that suffer the greatest depreciation.

Of course, most people don’t buy on cost alone, but in a fierce battle against an increasing number of EV manufacturers, those brands who don’t highlight value for money, and rely on their heritage, could be overlooked.

Is the EV charging infrastructure message confusing?

While work has been done in addressing, and partly overcoming, the wider range anxiety message, there still appears to be a certain amount of confusion, judging by the number of websites offering advice, as to the specifics of where motorists can charge, can they charge using any chargers, etc.

The majority of cars in the UK use the same connectors to charge, with more and more EV charge stations being made available to motorists who previously didn’t have access to them.

Car brands who compliment the advantages of their own models through PR and media relations, alongside greater messaging to clarify questions around EV charging, could find they are rewarded by car buyers for clearing up any misconceptions.

Why is the practicality and differentiation message central to successful EV sales?

In a similar vein to range anxiety, car buyers will favour automotive brands who make their driving experience enjoyable and stress free.

Car makers who differentiate their models from those of their competitors by highlighting their practicality will have an extra edge, using language that focuses on daily usability, fast charging, family-family cabin space and impressive range.

How do car makers overcome a reluctance to buy EVs?

Even with electric car grants available, cheaper running costs, no tailpipe emissions and plenty of models to choose from, many car buyers are still holding off from buying their first EV.

However, for every argument against buying an EV, there’s an equally good argument for ownership.

For example, lower running costs overtime is the positive message to combat any initial expensive upfront costs, while the hugely increased availability of workplace and public charge points might persuade those living in flats or in houses without dedicated off-street parking.

Car makers who focus on the wider positives, as well as the USPs of their own models, whether that’s through digital marketing or digital advertising, can steal a march on competitors.

Does your automotive brand need help with EV messaging?

Red Marlin is a specialist automotive PR and marketing agency supporting businesses across the automotive sector.

Our skill combines content creation, media relations, digital PR and SEO to help automotive brands communicate their expertise and USPs.

Visit our contact page to arrange an initial consultation.