Faster, cooler, smarter, more fun to drive… and good for the environment. Electric vehicles (EVs) are all that and more. That’s why I’m calling for an immediate ban on “green” stereotypes from all EV marketing efforts. No more talking flowers, dancing animals or smiling trees—ever. Why? Because EVs don’t need to win the hearts of environmentalists. They had them at hello. The hearts they have to win are those who don’t believe EVs are the future. But alas, the writing is on the wall. More and more manufacturers are committed to producing all-electric vehicles, including big players like GM, Porsche, BMW and Jaguar. If great marketing helps build an emotional connection between your target consumer and your product/service, then these manufacturers must court self-proclaimed “car buffs”—like me. It’s actually quite simple. You go after what drives people to have a passion for cars and driving. Like speed. Anyone who has ever driven an electric vehicle can tell you about the insane acceleration. If you need more convincing, just search “Tesla drag races” on YouTube and you’ll see Mr. Musk’s creations blowin’ away everything from muscle cars to exotics. Like tech. EVs can be compared to driving a big, high-powered computer, because that’s basically what they are. My current EV is the only car I’ve ever owned that actually improves over time. Through continual software updates, my car can now do things it couldn’t when I first got it—including drive itself! Like the cool factor. I know there are some people who don’t believe they could live without the rumble of a fine-tuned engine, but then again, no car ever won a race by being the loudest. The quiet speed of EVs actually lets you enjoy a more pleasurable sound—your favorite music. And if that’s not enough, how cool is it to drive a vehicle that can actually be powered by the sun? With a bank of solar panels at home, I’m literally burning sunshine. Faster, cooler, smarter and more fun to drive. EVs provide not just an alternative powertrain for driving. They provide a whole new driving experience. That’s how they should be marketed. After all, even diehard environmentalists want to have fun behind the wheel. - Mike Schwabl is a Tesla S driver and President/Owner of Dixon Schwabl, a full-service marketing firm headquartered in sunny Rochester, New York.