Tags – Tackling EV Knowledge Gaps
There is a lot of discussion surrounding electric vehicles (EVs) and the market is growing rapidly.
However, there are still some knowledge gaps when it comes to EVs for manufacturers.
In this blog post, we tackle some of those gaps.
1. Start with the Motivation
Surprisingly, environmental factors are the most common reason for purchasing an electric vehicle. The race to reduce carbon emissions has been well-publicised, and the climate emergency has received much more attention than previously.
People are not only concerned about the environment when they choose an electric automobile; they also want fuel and cost savings. These benefits are so enticing that people who want an electric vehicle are willing to pay more for a new vehicle than they would for a conventionally powered equivalent.
However, half of all electric vehicle intenders are concerned about battery life.
Not just that, rumours are also spreading regarding the true environmental impact of these batteries.
Manufacturers must overcome some of the concerns customers have regarding battery life and charging stations by providing digital information.
Consumers are more likely to visit a manufacturer’s website before contacting a dealer if they have seen their company’s digital presence.
2. Grab Digital Opportunities
The open web provides a fantastic platform to communicate with electric vehicle enthusiasts.
The fundamental requirements are typically not that different from each other, with driving performance, manufacturer’s reputation, and looks playing a big role in influencing purchasing decisions.
As a manufacturer, you need to make this information available and easy to find and understand.
3. Identify Messages & Touchpoints
According to research, picking the proper messengers and times to communicate essential information is frequently just as significant as getting the message correct in capturing people’s attention. That’s also true for raising public awareness about electric vehicles.
The most essential message is to make the technology more accessible, and the difference between ICEVs and EVs easier to understand.
Obstacles in this way are commonly built on faulty preconceptions that could aggravate risk-averse, “stick to what works” attitudes. While raising awareness and accurate knowledge of EVs is critical for individuals to acquire the right automobile for themselves and promote widespread adoption, it isn’t enough alone.
4. Tackle Long Term Commitment Anxiety
We believe a more subdued approach to marketing is appropriate because EVs are a relatively new technology and many potential buyers are hesitant and unwilling to commit immediately.
Experience with electric vehicles may have a significant beneficial impact on attitudes, especially in terms of vehicle performance and driving pleasure.
To do so, any form of direct public engagement with EVs can help. For instance, public events, short term leases etc. will allow people to spend more time with the technology itself, and build confidence in them.
5. Enhancing Visibility
As with most things in life, if no one sees or hears about something, they are less likely to act on it. EVs have a similar challenge in the market, away from the basic interest of potential buyers.
Here, there needs to be a more directed approach.
For example, using the power of social norms to spread news about the growing number of individuals who are buying electric vehicles, or the increasing share of new EV sales (rather than absolute numbers — which are still quite tiny) can also be effective. Similarly, make a point of emphasising the growing number of charging stations.
Another approach is to emphasise the similarities between electric vehicles and regular cars rather than their distinctions, in order to dispel the misconception that they are specialised goods only for a select few. Harnessing common reasons for vehicle purchase, such as excellent safety ratings, dependability, driving pleasure, or high performance / acceleration may be another way to do this.
Finally, taking advantage of timely opportunities to modify attitudes and behaviours, such as through estate agents’ targeted messaging campaigns or targeting consumers who are in the midst of relocating home or new employees, new drivers, or people who have just had a failed MOT.
Given the foundation of these tactics is based on research from behavioural science, we expect for there to be a significant effect. However, each campaign would need to be consumer-tested and judged in terms of its own goal, since impacts may vary considerably depending on market segments and the wording used.
6. Target Behaviours
One of the most researched and widely used behavioural insights is that making decisions and doing things as simply as possible is good for us. Small irritants in our daily lives, as well as decision-making processes, can have a significant influence on our choices and behaviours.
When offering information, removing any of these ‘barriers’ can help consumers to take into account the appropriate amount of detail and pay attention to what’s essential.
We suggest doing additional research and testing of these and any other concepts with the greatest potential ideas in each objective, as well as evaluating if further prioritisation is required based on their potential for impact, as well as conducting feasibility and scoping studies to see if more emphasis should be placed.
To learn more, get in touch with us today.
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