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To my mind, it's clear that there is more consumer friction in the early to mid-mainstream EV audience than key players imagined, and I would like to see a concerted, positive marketing communications campaign to highlight how EVs are just better. To note, not a campaign to sell individual EVs, but to sell emobility. This year, the sector has been in response mode, not in proactive positivity mode: responding to the negative narratives of the mainstream media, rather than on the front foot, defining the terrain of EVs being better. EVs are exactly that: better vehicles. They are clearly better for clean air and climate, and they are better on cost across lifetime ownership. They are a better driving experience. So, we need to build out what I call the 'ideas infrastructure' for emobility, to work on that tricky territory of hearts and minds. The cars are there. The charging is increasingly there. The consumers are not there. At the moment, there is no concerted campaign, supported by government, industry bodies and OEMs to project a positive narrative. This will be my focus for 2025. If you'd like to join me in that project, do let me know. A rising tide floats all boats. #evs #bettervehicles #sustainability
Jonathan Reynolds MP confirms that the UK government will work towards a 2030 EV mandate, while opening a consultation with OEMs to add 'flexibilities' to the deadline 👉 https://lnkd.in/eSd-HnAU The news comes after Reynolds made a speech at the Society of Motor Manufacturers and Traders (SMMT) annual dinner on Tuesday night. The consultation will remain open until January 2025, when a final decision on what form these 'flexibilities' take will be made. #ElectricDrives | #ElectricVehicles | #EV | #Emobility | #Sustainability | #UK | #AutomotiveIndustry | #CarSales | #ElectricCars | #NetZero | #2030
For increasing sales I would argue it’s an OEM problem. Government incentives are only temporary measures. Make compelling and desirable products at the right price point and people will buy them. Factories closing is down to your product not the consumer. That said the wider negativity towards EV’s has simply got to stop. Stricter laws on deliberate misinformation needs to be enforced. An independent body able to review all articles and fact check, with the power to enforce penalties. Dan Caesar know any group like that? 😜
Every technology transition has this middle hump. Technology players assume they are participating in a perfect market where everyone doing it the “old way” has perfectly aligned views on decisions, timing, direction and speed. Education and communication is key. Industry and government need to create placemaking and context. The irony of course is always that once the hump is behind you, no one remembers this interim ultimately fleeting phase.
It did exist, once. The government pulled funding thinking it was 'job done'.
Ashvin Suri
3w
Ade Thomas agreed. The only real barrier to mass-scale EV adoption is the widespread false anti-EV narrative. The government, OEMs and other stakeholders have to do a lot more to combat this! Those that doubt mass-scale EV adoption/ market penetration should simply google 'Norway electric cars'.! "consumer friction"
Dan Caesar
3w
That’s what we’re working on: let’s get a date in the diary
Client and Customer Relationship Specialist
3wBetter vehicles and a better driving experience is a matter of opinion - an M5 petrol BMW is better than a Nissan Leaf whichever way you look at it. Better for the environment maybe but the whole issue for me is about choice, I want to choose a vehicle which is the most suitable for my needs, not a vehicle that is forced on me regardless. Yes, negative press is having an impact on sales but so is the narrative that you need an EV, it's the only vehicle worth considering.