Inside the secret lives of electric car buyers

07 Oct

Electric Village is transforming lead generation in the electric vehicle and charging infrastructure sectors, by aligning optimised digital PR and content with the same data-led programmatic marketing techniques used by big global brands. 

Its unique marketing parter network is dialled into maximum ROI and reliably generates two, and three-fold success rates.

Electric Village is a sector specialist in zero emission technologies and issues, which is a very big advantage because its created content is more engaging and relevant. Electric Village is often approached for material and comment to support editorial features, which also helps big time. 

This is a sector that is picking up quickly and gaining real commercial significance. Electric car buyers are high spending, early adopting and hugely interesting to marketeers. For instance energy companies can double or triple average customer consumption. Bigger still is a raft of new digital platforms monetising the vehicle to grid relationship that underpins the move to sustainable, shareable energy.

However the challenge for marketers is considerable. There is very little in the manner of marketing metrics that identify prospective customers for electric vehicles. Electric car buyers also move in mysterious ways, taking between 6 and 9 months to reach the point of purchase. Anticipation of technology updates causes prospective buyers to delay but manufacturer supply issues also play a significant part. 

Electric Village has developed its unique strategy to stay with buyers all the way, as they journey towards their purchase decision. It brings considerable clarity and force to the task of finding, absorbing inbound interest and converting a new generation of electric vehicle buyers into valuable customers.

Moreover it can be proven using just a small part of an organisation's marketing budget, before adding scale.

Deliveries of plug in vehicles topped 1.3 million in the first half of 2019, 46 per cent more than the same period for the previous year. Their market share of the light vehicle market is now 2.5 per cent. 

Momentum is also shifting towards pure battery electric vehicles (BEV’s), away from plug-in hybrid models as energy storage technology and driving range improve. Hybrid plug-ins which supplement zero emission electrical power with a small diesel or petrol combustion engine have served well as a bridging technology but now account for less than a quarter of EV sales. 

A big factor in this year’s growth in sales is the arrival of Tesla’s long awaited but very reasonably priced Model 3 sedan. It accounts for 128,000 deliveries worldwide. In the same period China’s main new energy vehicle manufacturers together (SAIC, Geely, BYD and BJEV) sold 174,000 units. 

And closer to home Renault shipped 26,000 Zoe superminis across Europe and Nissan Leaf made a home with 35,000 new owners. 

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