In the last five years, we’ve seen an explosion of new EVs on UK roads - an EV is registered in the UK every 60 seconds – and vital advancements have been achieved in areas such as battery range and charging time. Despite this, there remains a significant gap between intent and purchase amongst UK consumers shopping for EVs.
According to the Society of Motor Manufacturers and Traders (SMMT), whilst two thirds (68%) of non-EV drivers say they want to drive electric, just 2% plan to dive in this year and more than half say they will not be ready until 2026 or later. Crucially, this is a figure that has refused to budge in recent years.
With the UK Government’s decision to delay a ban on the sale of new petrol and diesel cars by five years, now is a crucial time for the industry to step in and showcase its continued commitment to the transition to green roads. Advertising should play a vital role.
Advertising has long been used by automotive brands to build consumer trust and drive sales. Yet budgets are not what they used to be; it is estimated that the automotive sector in the UK has reduced its ad spend by -30% in the last five years. When developing an advertising campaign for EVs, here are three key tips to help OEMs see a greater return on their investment.