Electric vehicles have become a polarizing topic over the years. Every day there seem to be dozens, if not hundreds, of articles talking about this segment of the automotive market.
However, EVs still make up less than 5% of the total number of cars and trucks sold today. That being said, global passenger EV sales rose 94% year-over-year in third-quarter 2021, reaching nearly 1.7 million units, which translates to over 1 million EVs being sold for four consecutive quarters.
China and Europe are two global markets that have significantly driven up the demand for EVs, as they both see consumer acceptance going far beyond government emissions mandates. Here in the U.S., relaxed fuel-economy targets and weak charging infrastructures have curtailed demand, but it is furiously picking up. New fuel-economy regulations are being passed and the 2021 Infrastructure Investment and Jobs Act shows much promise of a stronger national charging infrastructure.
How Can Dealers Advertise EVs?
So, you’ve made the electrifying decision to sell EVs at your dealership, but the question remains: What’s the best way to locally advertise EVs to consumers who are still on the fence about making the switch?
Major auto brands and EV startups have begun to introduce smart, progressive advertising strategies for their new cars and batteries, along with modern sustainability commitments in hopes of making EVs the ultimate driving experience in coming years. General Motors aired a Super Bowl ad with a star-studded cast, while Hyundai is now airing EV ads starring Spider-Man. Ford hired an Oscar-winning director to illustrate how many of their most famous models went electric at the Tokyo Olympics, and Mercedes-Benz and startup Lucid have unveiled lavish showrooms in New York to demonstrate benefits to inquisitive crowds. The list goes on.
Making a Stronger Ad Push at the Tier 3 Level
While a large majority of EV advertising remains at the Tier 1 OEM level, dealers must rev up their local EV-centric advertising strategies to show consumers they can shop for new EVs and have them serviced right at their local dealership. Missing out on potential buyers because they think they can only shop for and order an EV through the manufacturer could be a costly mistake.
Sophisticated AdTech Will Play a Key Role
Dealers also should take advantage of the tools, technologies and resources available to them via Connected TV (CTV), a platform that aligns well with an EV-centric audience. You should be leveraging uniquely personalized ads with messaging targeted at specific households. Messaging with offers to buy an EV or trade in their existing vehicle to augment dealer inventory, or presenting personalized, interactive CTV ads allowing a user to click their remote to schedule service or get a trade-in quote are just a few examples.
Additionally, smart retailers should leverage a top-notch engagement/conversion strategy, along with tools that help them efficiently align their internal processes to serve their EV customers to stay competitive in their market. These dealers recognize the importance of integrating a seamless e-commerce strategy with their lead-generating strategy and media mix, to reap the benefits of drastically lower costs per sale, faster processes, increased customer satisfaction and surging service retention.
With these advertising strategies in mind, dealers focusing on promoting EV cars and trucks will gain a leg up on the competition and electrify more interest in their local markets.
Jeff Allen (pictured, above left) is vice president-Client Experience for PureCars.