Marketing Electric Vehicles Catherine Hutt Society of Motor Manufacturers and Traders

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Presentation transcript:

Marketing Electric Vehicles Catherine Hutt Society of Motor Manufacturers and Traders

Marketing electric vehicles: Brief introduction to Catherine/ SMMT The learning curve Message 1: Stages of the learning curve Message 2: Benefits, not features Message 3: Experiential marketing Working together to enable the EV market

SMMT: Voice of the automotive industry Recently formed EV Group Six key areas for the EV Group Our mission: “To encourage and promote, in the UK and abroad, the interests of the motor industry” Our mission: “To encourage and promote, in the UK and abroad, the interests of the motor industry”

The learning curve: EV basics Operational questions Buying criteria Deal or no deal A ttention I nterest D esire A ction

Message 1 : Stages of the learning curve A I D A Attention: EV basics - What is an EV? - Are there any on the market? - Does an EV do what I want it to do?

A I D A Interest: Operational questions - Range, speed, capacity - Where/ how do I charge it? - Charger installation - Can the grid cope? Message 1 : Stages of the learning curve

A I D A Desire: Buying criteria (emotional) - Price: Additional benefits? - Image: Is there any value added? - What does it feel like to drive? - Creature comforts (iPhone doc/ gadgets...) - Warranty, running cost, servicing, RVs - Battery recycling Message 1 : Stages of the learning curve

A I D A Action: To buy or not to buy? - All previous questions put together Message 1 : Stages of the learning curve

Message 2 : Benefits, not features Features (Explain) Benefits (Win hearts and minds) Range Acceleration Seating capacity Quiet, smooth drive Personal image Gadgets/ luxuries Low running costs Ideal for commuting Reduce personal CO 2

The EVs of yesterday:

The EVs we see today:

Message 3 : Experiential Marketing Speed up the learning curve Change perception: Win hearts and minds Don’t forget the new generation Look for suitable operations for the stage in the life cycle

Message 3 : Experiential Marketing

Marketing electric vehicles: Brief introduction to Catherine/ SMMT The learning curve Message 1: Stages of the learning curve Message 2: Benefits, not features Message 3: Experiential marketing Working together to enable the EV market

2m cars bought each year 0% of established market but 50% potential of all journeys Potential uptake of EVs in the UK:

Adoption rates: 10% of established market = 200,000 EVs? 90% of established market = 1.8m Evs? 0% of established market but 50% potential of all journeys

High profile advocates A ttention I nterest D esire A ction Working together to enable the EV market: Media coverage Word of mouth Incentives Repositioning and Myth busting required! Focus on emotional aspects Product marketing

Final thoughts: The learning curve isn’t optional Success will depend on how quickly everyone can complete the learning curve Bums on seats = vehicles sold United we stand, divided we fall Thank you for listening

Marketing Electric Vehicles Catherine Hutt SMMT