We all want to drive a car that makes us feel good!
But…“If I’m confused, what does the average person on the street think about electric vehicles?”
Quite frankly, I think at this moment in time some just don’t care, they’re still tied in by ownership and logistics, so for them the concept simply doesn’t work.
Then there are those who are intrigued, curious to know what it’s like to drive and potentially own electric cars.
Finally, there are the early adopters, the evangelists, your ‘Nissan Leaf and Renault Zoe drivers’. Ask any of these drivers about their car and they’ll tell you they love it and they wouldn’t go back to a traditional engine powered vehicle.
So how does the automotive industry convert those curious and captive drivers? In my view it’s simple really, somehow pursue dealer groups at ground level to stop, ‘selling’ and ‘jumping’ all over these people when they enter a show room, creating an uncomfortable and intimidating environment. The media need to stop confusing the hell out of these people too, blogs and articles with complicated jargon the likes of ‘BEV’s, KWs, Hybrid, ULEV, PHEVS’ and statements that have zero substance or content resulting in a negative effect, as opposed to an informative one.
There’s a huge amount of interest in electrified vehicles, dealerships need to seriously follow the Tesla and Apple store concepts, not showrooms, by creating an environment where the consumer feels confident and a part of something exciting. Get bums on seats and let people live with these fantastic cars for more the 24 hours, a simple spin around the block will not suffice.
The media, both written and social, play a huge role in creating consumer demand. Let’s keep it simple, share our experience honestly and most of all keep it fun!