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From geeky to groovy: the marketing of electric cars






As the market for electric cars accelerates, agencies are no longer only focusing on the environmental benefits

 

Electric cars have reached a tipping point – and with it, how they're being marketed. Whereas once you had models like the G-Whizz – not exactly the most stylish or aspirational car you'll ever see – the arrival of serious premium players like BMW has changed the game. For the first time we have cars which are great to drive, aesthetically pleasing, cost-effective and aspirational. The barriers that were once there for owning an electric car have all but gone.

As a result, the market is starting to take off. Last year registrations of plug-in cars and hybrid vehicles rose by 20%, and it's estimated that by 2040 virtually every new car purchased will be an electric vehicle.

Little wonder then that the government has just announced a £ 500m investment programme into the low-emissions vehicle industry, with around £ 200m allocated to extending the £ 5, 000 grant offered to encourage more people to buy an electric or plug-in hybrid vehicle.

In the past, purchasing an electric car would have been seen as a quirky choice bought for ideological reasons. Now we have a fabulous product, so manufacturers can assure customers that they don't have to compromise. Car makers can sell the whole ownership experience, that an electric car is both a smart and sexy choice.

Take the launch campaign for the BMW i3. It had an interactive 360-degree film that gave audiences the chance to virtually test drive the vehicle. This was a confident campaign that focused on the thrill of driving the i3 rather than its more obvious environmental benefits.

Today the eco angle is really only part of the story, and indeed a manufacturer that continues to use that line in their marketing would be at risk of significantly restricting its audience base.

Premium brands have made great strides in reducing emissions, but it is the " wow factor" of the cars that will really grab the attention of a broader customer group.

The BMW i3, for example, focuses on lightweight engineering, premium sustainable materials and the pure thrill of silent acceleration. So the marketing put the audience in control. Users could have a unique, personalised experience that would entertain as well as allow them to experience the car.

The marketing sells the car positively rather than apologetically. It focuses on the pure pleasure of the driving experience rather than rational reasons why.

And other manufacturers have followed suit. Toyota's new marketing campaign highlights the " positive emotions" of driving an electric car in congested cities. Meanwhile Renault has recently picked up on the fun element by turning London into a giant Scalextric track.

It's a marked change. Car manufacturers can now feel confident about their electric vehicles and it's being reflected in everything they do. At the recent Geneva Motor Show electric cars were no longer the exception – in fact some major manufacturers devoted more than half their stand to them.

And it's not just to seem forward-thinking or indeed environmentally conscious; it's because the purchase of an electric car no longer means making some sort of sacrifice – be it cost, speed, range or driving pleasure. Now they are products that are cool, sexy and trendsetting … and what brand doesn't want to be seen as that?

It's a welcome situation that both manufacturers and marketing agencies will no doubt be eager to embrace. If it's greeted with campaigns as smart and innovative as some of those we've seen for " traditional" cars, then we could just be entering into a new landmark era of automotive advertising.


 

 






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