3 Ways to Drive EV Adoption

In fact, despite the media campaign, electric vehicles are still at the stage of innovation and first implementation.In order to bridge the chasm- and move on to mass adoption, one must first satisfy the needs and desires of the innovation deployment market.

Marketing to the most conservative and cynical segments of consumers is a waste of resources when it takes costly national electric vehicles to convince original equipment manufacturers (OEMs) to convert their production lines to electric drive. We are open to new technologies such as electric vehicles. But what do we really know about these people? When it comes to demographics and targeting, we know that:

• They tend to live in urban and suburban areas.
• They care about the environment
• Have a smart thermostat
• Likely to participate in green energy and efficiency programs
• Have an income of over $75,000

Not surprisingly, it is these consumers that evoke an emotional response. What are the hidden drivers that motivate these buyers?

We have identified eight key challenges that OEMs and utilities can address, but for the purposes of this blog, we'll focus on just three.

1. Electric vehicles are innovative and of great interest to fans

On the one hand, they're not much different from how consumers react to the new iPhone, but on the other hand, the EV experience is surprisingly natural, especially when consumers have the opportunity to experience the car firsthand. Customers are amazed and delighted by the acceleration, handling, lightness and impressive technology behind the EV platform. Few energy technologies today (think high-efficiency heaters, HVAC, or LED lights) generate such a buzz. It's not as cool as it seems. Nest comes close because it was innovative and had an exciting form supported by self-learning, connected technologies. Electric vehicles excite consumers even more. How can you use this experience and use consumer enthusiasm to create a market?

2. Electric cars make people feel smarter

When EV buyers understand the various benefits, they feel they are making a smart decision in every way. Incentives still have a big impact on modern car buying decisions, but savvy EV buyers associate them with many other benefits. Consumers start by pre-paying for state and federal incentives, then add in gas savings, lower operating costs, and even time savings when charging at home. This holistic psychological story creates a positive halo effect that stays with clients. What other companies create this level of emotional loyalty? Apple, Southwest, Costco - all of these brands link value to and enhance customer experience. Electric vehicles have similar characteristics that we must promote.

3. Electric vehicles reduce climate guilt

Electric vehicles allow consumers to feel like they are part of something bigger. It is a movement, a tribe, an individual. Getting into an electric car recognizes social status, but it's not that different from other new technologies, music/bands, TV, art, social media, etc. For the early proponents of ecological orientation, it is emotionally deeper. 

In fact, electric vehicles have many benefits for consumers. Whether it's financial, environmental, practical or psychological, electric vehicles continue to be a win-win. Consider how to put consumers at the helm of the next generation of electric vehicles. First of all, you need to attract a section of innovators and early adopters. Once you have laid these important foundations, you can move on to the main market. Expect and hope that utilities and component manufacturers will join the EV movement and use some of the above concepts to delight their new generation of customers. . These are exciting times because electric vehicles are one of the only technologies and experimental platforms that inspire excitement and dedication. Let's promote electric vehicles by promoting not only this innovative technology, but also the human element behind its value!