How Marketers are Marketing Electric Cars

The Perils of the Electric Car
The Perils of the Electric Car

With the current high prices of gasoline, excessive pollution, renewable energy initiatives, and many more factors, the idea of electric cars has received a lot of attention. Many companies have been attempting to create pure electric cars that run off of nothing but rechargeable electricity. Some companies, such as Nissan, have had a lot of success with vehicles such as the Leaf, but there are still several issues that have prevented it from instant success and popularity. Once these issues are totally resolved marketers will step on the peddle at the right time to market these vehicles as much as possible. Along with the Nissan Leaf, several other electric vehicle models have been introduced, such as the Mitsubishi i-MiEV, Mia electric, Honda Fit EV, RAV4 EV second generation, and several others that can be viewed on Gear Heads. While the Nissan Leaf remains the world’s top-selling highway-capable all-electric car with over 50,000 units sold, the Mitsubishi i-MiEV has had about 30,000 units sold. Electric vehicles are currently forecasted to comprise of just 0.6 percent of the U.S. vehicle market and 1.3 of global auto sales by 2016. Many studies however, show higher forecasts due to breakthrough technology discoveries and successful marketing.

Some of the biggest challenges that hinder the popularity of electric cars are their short range restrictions, inability to purchase used models, shortage of mechanics, expensive chargers, and battery issues.

Most drivers require a vehicle that is capable of going on long trips without having to be refueled. Most fully-electric vehicles don’t have the capacity to go beyond 100 miles without being recharged. While the price of the electric vehicle isn’t much, many consumers have to consider the extra cost of maintenance and repairs since the vehicles are still in the first stages of production. Since there are not an abundance of electric-experienced mechanics in the nation, the maintenance and repair costs can be very high. There are also uncertainties with battery issues since there hasn’t been a lot of long-term testing.

While there are several disadvantages and concerns with electric cars, there are many benefits to them as well. Electric cars are much cheaper to fuel and will save the consumer a lot of money in the long run. While gas is still around $3 per gallon in the United States, cars like the Nissan Leaf cost approximately $2.75 on average to fully charge the vehicle from empty. Because electric cars don’t have the extreme heat and force generated by the engine’s explosions and combustions, they may not have near as many maintenance costs (especially when all of the kinks are totally resolved.) Most governments like the U.S. federal government offer tax credits for purchasing electric cars also.

Now that successful models of the electric car are now available and a true reality, the vehicle companies, industries, and large marketing agencies are planning huge campaigns to promote the sales of them. Many companies are working with governments and other agencies to offer more incentives to those that purchase electric vehicles because they use less of our natural resources, keep more money within our country, and reduce harmful chemicals into our atmosphere. Companies are also working with many electric companies and agencies to produce electric car chargers and make them more available to the general public so the cars can be recharged easily.

Many marketing firms and car companies know that more of the kinks will be worked out soon and the cars will become more efficient and reliable in the near future, which is why huge ad campaigns are already being created and many companies are already working on deals and investments to promote the electric vehicle industry. Rather than just advertising and promoting the vehicles, companies are working with marketers to make electric vehicles not just a type of car but the standard. Although we may not currently see many effects of the marketing, it’s right around the corner. Once batteries are made more efficient and the vehicles are more convenient overall, marketing companies will be hitting every aspect of marketing hard. Hybrids are currently considered the next generation of vehicles but several years down the road, fully electric cars are bound to be the new standard.