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.
Target, target and retarget
When it comes to selling EVs, automotive brands need to work harder to convert sales. One major manufacturer estimates that it takes 10x as many site visitors to generate an EV order as it does to sell the petrol version of the same vehicle.
Hitting potential buyers on multiple channels – online, in magazines and in their local community via billboards and bus shelters – will help to drive them down the sales funnel from awareness to consideration and lead generation.
Be where your shoppers are – out on the road
Driving is still the most common mode of transport in the UK – 51% drive as their main mode of transport to work. Out-of-Home advertising is the ideal medium to reach potential buyers from the comfort of the driving seat.
Combine OOH with mobile to drive purchase
According to Clear Channel research, mobile searches conducted as a result of seeing OOH advertising are 38% more likely to lead to a purchase.
An example of this in action comes from Leasing.com, the UK's largest and original market place that advertises all the best car leasing deals from brokers and main dealers. Leasing.com ran a national billboard and Digital OOH campaign with Clear Channel which saw a 15-20% increase in direct traffic to the website on weekdays and it gave rise to an approximate 40% increase in total sales conversions.
We are at a crossroads in the EV transition journey, and for automotive brands looking to accelerate consumer decision-making and drive sales, investing in advertising will be key.
As the EV market continues to grow with new entrants and existing brands, now is the time to close the gap between intention and purchase.
