Electric Vehicles Advertising To Increase In 2015

BMW i | January 25th, 2015 by 3
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2015 is shaping up to be the year of electric vehicles. New models are bound to launch while others are getting a refresh, all in …

2015 is shaping up to be the year of electric vehicles. New models are bound to launch while others are getting a refresh, all in an effort to lure new customers to the brand. While some BMW customers are dropping their ICE cars in exchange for an electric vehicle, there are others who are new to the Roundel.

Getting a new customer base comes with a price. In 2015, marketing budgets are getting recalculated to include more EV advertising and BMW has just made the first step with their Super Bowl return announcement. Next week, the Woodcliff Lake-based BMW of North America will debut their BMW i3 Super Bowl ad.

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But the company’s marketing efforts don’t stop here. A series of marketing emails to existing customers are emphasizing the benefits of the new i3.

“Discover how single-pedal driving, 50/50 weight distribution, and a tight turning radius can make it exciting to take on the road in the all-new BMW i3. You may never need to do donuts in the street, but it’s good to know you could.”

Tesla needs a bump in brand awareness as well. Many consumers are able to correctly identify the brand, but the fine details around the company and its models are unknown to many.

A recent article by Daniel Sparks at Motley Fool talks about how he’s been driving a Tesla Model S for 10,000 miles and people are still confused about the car.

One of the most common initial questions we get from strangers and friends is, “Who makes the car?” After we explain the car is made by Tesla, they often persist: “But who makes Tesla?” Furthermore, most people don’t know Tesla now has an all-wheel-drive version of the Model S, are completely unaware of the fast-growing Supercharger network, and have never heard of regenerative braking.

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Chevy will also release this year the Volt 2.0 and the company is already touting the increased driving range and more appealing design. An effective marketing campaign will not only increase the electric vehicles sales for GM, but will also promote the EV segment. Even though car makers compete for the same EV customers, their ads are yet to be aimed at each other as we currently see with advertising for conventionally-powered cars.

The biggest challenge for EV automakers still revolves around educating customers on the benefits of electric mobility while dealing with the most pressing topic: driving range anxiety.

2015 is also the year of electric charging infrastructure so expect to see some marketing campaigns around that as well.

Should be fun year for advertising and we look forward to the BMW Super Bowl ad.

[Source: ElectricVehicleParade]

3 responses to “Electric Vehicles Advertising To Increase In 2015”

  1. Chris Llana says:

    My vote is for 2017 being the year of the electric car. PHEVs break out in 2015? Absolutely! BEVs are making great progress, but I can’t see this being their year.

    The introduction of new BEVs depends perhaps more on the development of new battery technologies, rather than on what car manufacturers have on their drawing boards. While incremental progress in energy density is ongoing, batteries with significantly higher efficiencies will not make their debuts in 2015. The good news is that substantially improved battery chemistries are in commercial development now—that is, the processes and equipment for their volume production are being developed.

    Once car manufacturers get their hands on production samples, they need to put them into pre-production BEVs for extensive testing. More time. I’m speculating that BEVs with next-gen batteries won’t go on sale until 2019—but we’ll be seeing a lot of concepts and pre-production cars by 2017. There will also be production BEVs (or close to production) making their debuts in 2017 with better current-generation batteries.

    We haven’t seen anything substantial about BMW’s next BEV. Hopefully there will be a concept later this year, but it will take another couple of years before journalists get their test drives. The first MINI BEV will hopefully be green-lighted this year, but another couple of years to see that. We should see the Tesla Model 3 in 2017—that will be huge. The new Chevy Bolt concept looks interesting, but I read it has not been approved for production; the price and range appear to be speculative. Honda recently announced a new BEV in development; another couple of years?

    I’m of course hopeful there will be some exciting BEV news this year, but I see 2017 on course to be the year when BEVs come into their own.

    • Joe G. says:

      Yep. Hyundai says they’ll start rolling out BEVS in 2017 and at the same time Chevy, Nissan and Tesla plan to offer cars with 200+ mile range for between $30,000 and $40,000. I would not be surprised at all to see a slump in 2016 BEV sales with people simply waiting a year for what’s to come in 2017.

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