We are all well aware that the EV market is expanding its horizons every day. According to a recent study by EV magazine the Chinese automaker BYD sold more EVs in the fourth quarter of 2023 than Tesla although Tesla sold a total of 1.8 million units in 2023.
The popularity and the growth of EVs are caused by a variety of variables starting from the decision of drivers to make a long-term investment to being kind to the environment. All of this is supported by expanding affordable EV infrastructure and by increasing the sales of EVs around the globe.
Today, we are going to look at some facts about EVs from the marketing perspective as marketers have to revise their strategy when it comes to selling EVs.
Getting Connected Emotionally
EVs can cater to the various needs of different customer groups. EVs can satisfy tech-savvy millennials and Gen Z with novel technologies and help them deal with their environmental concerns while not compromising the adrenaline rush they are looking for.
On the other hand, EVs can also impress the older generation who are looking for a refined, lighter, faster, and more sophisticated mode of transportation.
All being said and done, the marketer must connect the customer and car emotionally. Because, unlike any other commodity, people tend to form an emotional attachment towards their vehicles.
Let us look at how people get connected with their vehicles.
Getting Connected To The Car
Marketers will struggle a bit to get this right. In a conventional car, the sound and sensory experience play a huge role in building an emotional connection between the driver and the car. The unique sound that ICEs make is one of the main elements that adds to their emotional attraction.
A visceral aspect is added to the driving experience by the throaty exhaust noise, tactile vibrations, and the revving of a strong engine. EVs, on the other hand, run quietly and while some drivers appreciate this sereness and tranquillity some find it disengaged and uninteresting.
This is only one aspect. Let us look at other aspects and how to close this gap using modern technologies.
How to Close The Gap?
EV manufacturers around the world are trying out the idea of “sound engineering” to replicate the thrill of internal combustion engines to overcome this problem. EVs may create comparable feelings in drivers by creating appealing sound profiles created artificially.
Also, the tools available to us today to engage customers give marketers an edge. Raising the bar on customisation and uniqueness to connect the car and the driver directly can help in building companionship.
To create more relevant and captivating campaigns for each customer segment, EV marketers are utilising new formats including dynamic video, augmented reality, and linked TV. All of these offer a brand link that is even more powerful.
Such innovative and engaging second-screen experiences can be integrated into smarter targeting technologies that can provide customers with additional information and foster a pleasant relationship with EVs
Now, moving on to the next challenge marketers face while marketing EVs.
Dispelling Myths & Educating The Target Group
Even though EVs are an age-old concept, the type of EVs we see today is a recent trend and people have difficulty accepting EVs as their primary mode of transportation. Here, the marketer’s job is to instil confidence in their customers by addressing their concerns and educating them about EVs.
Prospective buyers may come from a variety of backgrounds and may have specific requirements in their mind so companies must engage with them by knowing who they are and what they are looking for. Certain buyers may seek additional details about charging and vehicle maintenance, while others might be more concerned about the vehicle’s environmental impact.
Another customer segment might be looking for the most updated and interactive features available in the market.
It might take several months and hundreds of interactions to drive customers along the funnel from awareness to purchase regardless of their main focus. Marketers should be dynamic and proactive in pushing the changeover to electric vehicles with ads that are adapted to the shifting demands, desires, and worries of target customers.
Changing the Customer Perception
This one is also similar to the previous points we discussed. For a very long period, the sound of an engine roaring has been used to represent power, performance, and freedom to the drivers throughout the marketing of ICE vehicles.
Right now, the goal at hand is to modify these attitudes and perceptions to account for the unique characteristics of EVs. Marketing efforts should highlight the smooth acceleration and immediate torque that electric motors give, as well as the thrilling driving experience that EVs offer.
Emphasising the advantages of advanced technology for the environment, lowering fuel and maintenance costs, and showcasing its futuristic attractiveness may help change the perception of EVs.
Leveraging Gen AI For Marketing EVs
Like any other industry, Gen AI has been creating a lot of buzz in the automobile sector as well. Currently, Gen AI is providing an effective means of assessing and improving marketing initiatives and campaigns, even though its full potential is still being explored.
With the help of AI, marketers may create hundreds of advertisements to improve messages and more successfully and creatively target various customer groups.
It also simplifies the gathering of creative knowledge and insights, such as evaluating the effect of a male or female voiceover on an advertisement and better appreciating the influence of mood and tone of the voiceover.
Gen AI makes sure content travels further and works across numerous platforms and formats, in addition to tailoring it to the customer preference the campaign is targeting.
With the help of technology, marketers can enhance their creative impact and gain a better understanding of their target group by automatically optimising images and messages to maximise the influence of the campaign.
How To Factor in Sustainability For EV Marketing
EVs have a distinct edge in their sustainability and innovation narratives, whereas ICEs inspire a sense of strength. Campaigns for EVs may emphasise their benefits to the environment and highlight them as a wise decision for a sustainable future.
Showcasing modern features and technical innovations like autonomous driving capabilities might help to establish EVs as representations of innovation and development.
Due to the special nature of EVs and their customers, manufacturers have to make sure that they promote sustainability as much as possible. Customers of today, especially those belonging to Generation Z, are inundated with messages about sustainability and are drawn to companies that prioritise environmental awareness.
Conclusion
We all agree that a new market needs a new marketing strategy. Companies and their marketing teams cannot follow the same strategies they used for their petroleum vehicles for marketing EVs.
I don’t believe it is impossible to close the emotional gap between ICEs and EVs, but it certainly requires diligent effort. Marketers may close the gap and establish a powerful emotional bond with customers by tackling the issues we described while utilising sustainability and innovation storylines.
Effective use and deployment of AI and other technological advancements in marketing campaigns will help marketers derive valuable insights into the current market trend and demand for their products.
Again, AI and data science can be utilised in understanding customer buying patterns, predicting demand more accurately, classifying customers into separate groups etc. All of this will help the companies to make their marketing campaign more effective.
