How to deliver an engaging EV content strategy for automotive brands

The market share for electric vehicles (EVs) in the UK is still below the mandated target for zero-emission vehicles, making the need for an engaging EV content strategy more important than ever. 

Indeed, a highly competitive market, compounded by regulatory pressure and customer uncertainty, will see the electric vehicle brands that understand customer sentiment most likely to grow market share. 

With such demands, here’s our insights on creating captivating EV content that is charged with emotive punch, practical touchpoints and unique appeal. 

Understand your audience 

Engaging content should empathise with customer sentiment, but before this the audience needs to be defined. 

Recognising possible buyers will help profile their purchasing barriers, such as range anxiety, charge point anxiety and cost (especially now that electric cars are subject to VED), and whether they are already EV drivers or considering their first model. 

Content can then be crafted that appeals directly to the potential new owner, allaying any fears and encouraging a purchase decision. 

Highlight USPs in a crowded marketplace  

There are over 100 EV models on sale in the UK, so there’s plenty of choice for consumers, and plenty of competition for car makers. 

Those looking for a new EV will carefully weigh up the options to find the vehicle to suit their needs, whether that’s frequency of usage, its resale value, its range, its dependability or its features, to name just a few. 

Content which emphasises these USPs will draw the eye, such as market leading range, reliability, and how it holds its value. 

Great EV content strategy has the right tone for the brand 

The values and aspirations of the brand, as well as its target audience, should match its tone of voice. For instance, this might be as an ambitious disruptor or as a trusted advisor. 

Just consider some ‘relative’ newcomers to the EV sector. Tesla’s style is bold, confident and visionary, while BYD aims to be aspirational, innovate and forward thinking. 

Tone of voice is crucial to help shape your brand and stand out from the crowd with many competitors emerging. 

How others in the EV sector are communicating 

It’s also interesting to see how other organisations are communicating within the EV sphere, to see if other brands can learn any lessons. 

For instance, the UK’s charging network still needs to significantly increase, an area where homeowners can help plug the gap, as advised by online parking portal YourParkingSpace. 

Meanwhile, the issue of range anxiety is being addressed by tyre manufacturers such as Yokohama with new EV tyres designed for better mileage. 

It’s clear to see that those who acknowledge change in the evolving EV market, and come forward with solutions, are the ones whose voices are being heard. 

Does your electric vehicle brand need charging? 

If your electric vehicle brand feels flat, then it might be a good time to seek advice from an experienced PR partner. 

To find out more about our PR and media relations work, and for a no obligation chat, please get in touch.