Charging Forward: Emerging Narratives In EV Marketing

7 January 2023, Bangalore – the sun is blazing, and the vibe is electric.

I’m at the Ather Community Day, where the air is charged with the excitement of a rock concert, only the headliners are sleek electric scooters and a massive gathering of Ather fanatics. Being there at that event, gave this geek a peek into India’s new love affair with the Electric Vehicle (EV) .

According to this McKinsey report, 70% of tier-one Indian car consumers state that they’re willing to consider an electric car for their next vehicle, as compared to the record-high global average of 52%. This shift from ICE (Internal Combustion Engine) vehicles to EV vehicles is changing the customer journey and forcing automotive marketers to shift their communication approaches.

EV for the environment

Unlike traditional vehicles that rely on fossil fuels, EVs are touted for their environmental friendliness. Targeted towards sustainability-minded, high-income buyers, the early EVs used to offer owners that feeling of belonging to a select club – it felt like getting a green tick, an early adopter tick and, because they are more expensive, an affluence tick, all wrapped up in one.

And the campaigns reflected this insight, expressing their pro-planet philosophy in different ways. For instance, the ZSEV from MG Motors ran a very successful campaign with Benedict Cumberbatch urging the consumers to ‘change what they can’. In 2023, GM Motors brought back Mike Myers’ hilarious ‘Austin Powers’ characters in their hilarious Super Bowl commercial. In the film, Myers plays Dr. EV-il— wink, wink, get it? —and the character realizes he needs to solve climate change before taking over the world.

Going beyond sustainability

In mature markets, the ‘green messaging’ has already hit home, and global brands are now changing gears. Contemporary EV marketing has to push design, tech and speed – just like any other vehicle. The crucial difference, however, is that EV advertising also has to educate consumers about practical drawbacks. And then do everything possible to get people over the psychological and practical barriers.  Apart from the price premium, the key barrier is the inadequate charging infrastructure, leading to what’s popularly called ‘range anxiety’. In fact, Volvo has focused on educating customers about its range, through cool and quirky videos such as this one.

Overcoming ‘range anxiety’

In the era of ICE vehicles, mileage was a critical selling point. With EVs, the focus shifts from mileage to range. Addressing range anxiety becomes crucial—communicate the electric vehicle’s ability to cover distances on a single charge. For instance, when Tata launched the Nexon EV in India, it roped in Milind Soman and Ankita Konwar to drive the car from Manali to Leh to demonstrate its capabilities – especially its range.

Charging infrastructure 

One of the common apprehensions about EV adoption is the availability of charging infrastructure. Having more charging spots around makes folks more likely to go electric. So, automotive brands  emphasize a lot on highlighting projects, partnerships, and investments that are making the charging infrastructure better. 

Consider this example from Tata Tiago EV in India, which points out how Tata’s charging spots are set up even in the remotest corners of the country. In the US, BMWhas introduced ‘public charging’ points that make charging easier than ever, as this demo video shows. Marketing EV requires a lot of ‘help content’ that can handhold and guide the customer through such technicalities. 

Address safety concerns

As electric cars become more popular, people worry about safety, especially when it comes to battery fires. Marketing needs to address these concerns by talking about the safety measures in place, like advanced safety features, thorough testing, and plans for managing incidents. This helps reassure consumers and builds trust in the safety of electric vehicles. 

But ‘safety’ doesn’t have to become ‘boring’. Ather Energy’s “Ice cream” video did this in a dramatic way. By having its battery designer sitting on top of an oven, where Lithium-ion batteries are baking, while also  enjoying a cup of ice cream, despite the scooter’s batteries literally baking in the oven underneath him. 

Community is king

Tesla has rarely followed the rules of mainstream mass media advertising. Instead, they rely on a large community of influencers and enthusiasts that help propel the brand. Tesla uses social media to build a loyal fanbase who promote the brand through word of mouth. In India, Ola Electric has focused on community building by organizing “Ride with the Army” rally rides, bringing Ola riders together and generating priceless content in the process. Ather Energy too has built an incredible community of online loyalists, leveraging not just content but smart influencer marketing. This Ather campaign featuring popular Youtuber and comic Hoezay Covaco testing out the new 450S scooter went massively viral.

Disruptive thought leadership 

When the topic of electric vehicles is brought up what is the first company that comes to mind? For millions around the world, it’s probably Tesla. And yet it hardly runs any advertising at all. The brand has permeated hip-hop culture and is often seen in social media campaigns featuring rappers like Snoop Dogg and Jay Z.

And then there’s Elon Musk’s disruptive vision. Best exemplified by what’s considered the wildest stunt ever attempted in automotive marketing: SpaceX launching an actual red Tesla Roadster into space. Complete with a dummy astronaut sitting behind the wheel, orbiting the Earth. Given the world-altering potential of Electric Mobility, it’s no wonder brands like Tesla are attempting the impossible and (literally) aiming for the moon. Transforming tomorrow’s transportation like never before!

As electric vehicles rev up and reshape the automotive scene, marketers and brands are zipping past old narratives. From challenging ‘range anxiety’ to embracing community-driven marketing, the EV wave is reimagining the road ahead. So, buckle up and start your engines – the EV evolution has only just begun.