AMERICANS ARE BUYING MORE ELECTRIC VEHICLES – WHY?
The underdog is up and coming – electric vehicles have soared to the top of the greatest trends in automotive. These past years there has been more and more interest peaked at the idea of buying an electric vehicle. Not only are they environment friendly – but cost effective. Americans want to reduce their carbon footprint, save money on fuel costs, and enjoy the quiet, smooth ride of an electric vehicle.
There have been many advancements of new technologies with electric vehicles. They are becoming more efficient, reliable, and affordable – making them a more attractive option than traditional gas-powered vehicles.
They have a significantly lower environmental impact. Electric vehicles do not contribute to air pollution or climate change. Additionally, electric vehicles are powered by electricity, which produce zero tailpipe emissions. Electric vehicles will help reduce our overall carbon footprint.
How EVs Can Save You Money
Although purchase prices tend to be higher with electric vehicles, everyday costs will be lower. American drivers tend to invest in a vehicle that will save them money on gas. Gas prices have been on a roller coaster this past year, and the idea of not having to worry about spending that money is a huge incentive towards buying.
They also require less maintenance than traditional gas-powered vehicles, which leads to a huge cost savings. Owning electric means, you never need an oil change, coolant flushes, and tune-ups. There are fewer moving parts which can help prevent parts failing and needing replacements. For someone who drives almost 15,000 miles per year, can expect to save an average of $600 per year on maintenance alone.
Who’s Buying EVs?
According to GetJerry.com, data found that millennials are more likely to purchase an electric vehicle. Second up are Generation Z, which 32% said they would drive one based on one thing – because they’re cool. EVs have stepped up their game, revamped their entire look, and are now catching the eyes of prospective buyers.
With the improvements to the overall vehicle, and nationwide charging stations, 10% more Americans said they would “definitely” buy or lease an electric vehicle today than in 2020. EV sales rose 76% in the first quarter, compared with the same period last year.
From a demographic standpoint – males are more likely to hop on the EV trend over females. Younger adults are purchasing more than older adults. Americans with a higher education, higher household income, and who are living in urban areas are more likely to buy.
HOW TO EFFECTIVELY MARKET ELECTRIC VEHICLES
Digital to Dealer Direct (D2D) has worked to target several different audiences depending on brand, goal and trend. With the niche target audience of an EV buyer, marketing strategies has to be geared towards what will make those potential customers, want to buy. Knowing your audience is key and these buyers tend to be Millennial/Generation Z with higher incomes.
State The Facts.
These vehicles don’t work with the traditional automotive selling. This is not the audience or product for your average commercialized sales approach. It’s important to have EV specialist handling these types of sales. A lack of knowledge on potential EV benefits will lower the sales for these vehicles. Clear communication explaining the benefits of owning an electric vehicle will help guarantee the sale. OEMs need to step in to provide the correct training so that EV product “geniuses” can sell these vehicles the right way.
Prompt people to drive before they buy, so they fully understand the advantages that come with EVs. Converting from gas-powered vehicles to electric is a learning process. Demonstration in person is one of the best ways to bring EV sales up. Sometimes all it takes is a good teacher, and a test drive to convert someone to buy electric.
Make These Vehicles Present on Social.
People today tend to educate themselves via social media platforms. It is one of the easiest and quickest ways to get information across the masses. Having EV specials readily available on social will help build that customer relationship, and brand awareness. Continuing to create contact will help build a platform to reach more users.
Make videos. According to Think With Google, 80% of new automotive buyers took action after watching a video. There are many different types of videos you can create to engage with your viewers including highlights on features, demonstrations, test drives, vehicle walkarounds, how-to, ownership advantages, comparisons between charging and gas, and more! There are so many ways to educate and build brand awareness over social media videos.
Let these vehicles speak for themselves while incorporating all the benefits! If you’re looking for an automotive marketing agency to help get started, look no further! D2D is here to help. Shoot us an email or give us a call today at 877-958-4524.
Theresa has been working in the automotive industry since 2012 and began her career after graduating from Stockton University with a major in Communications – concentration in Public Relations and Advertising in 2016. She began working at a luxury dealership handling all the graphic design and digital marketing. For the past five years, Theresa has been fully engaged with automotive marketing. She is very excited to be working for an agency and build relationships with all of her clients!