Don't Market EVs as "Green"

Mike Schwabl

Mike Schwabl

New Member
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.
 
I agree, I wouldn't call myself "green" although I love the outdoors, recycle some, and at least environmentally aware. I am use to gas guzzling fast sports cars and first time I drove my wife's Tesla S it blew me away. The torque made for such a better experience than the "performance" sports cars. What really amazed me is even though a large car, the Tesla S handle nicely. I know it is heavy, so must be low center of gravity and just nice balance. I love the Tesla S not an ounce of oil because it is green, I like it because it is just a great car.
 
Mike Schwabl said:
Amen! And can you imagine what lies ahead when cars like the Porsche E come to market? Fun, fun, fun...
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Yep, I can't wait! I would love a 100D with Ludicrous, maybe get a couple bumper mods. I think the cars and technology are advancing so fast that I can be patient though. Wife's 90D is plenty of fun in meantime. :)
 
Agree 1000%. I AM a bit of a greenie but loved cars first and never really considered an EV until I realized how fast they are. I also see and hear plenty of accusations from ICE enthusiasts that EVs are ‘coal burners,’ and EV owners owners are leftist-hippies, etc. EVs are NOT currently environmentally perfect and trying to state otherwise only breeds resentment. When a person or company says, with sincerity, “I’m a car person/company and I love EVs for their performance, not their carbon footprint,” it negates the stereotype that all EV owners think themselves morally superior….and may gain a whole new group of EV converts.
 
Mike Schwabl said:
...EVs don’t need to win the hearts of environmentalists. They had them at hello.
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Well said, sir!

I think you're absolutely right; EV manufacturers should not even bother with mentioning the "green" aspect of PEV (Plug-in EV) ownership; "green" advocates are already sold on that.

For the same reason, I'm happy that the new Leaf doesn't have that Prius-like "dorkmobile" styling, as previous Leaf model years did. In order to move to mainstream sales, PEVs shouldn't be designed to proclaim their green-ness by the style of the body.
 
Yes, and more education and information on the topic from manufacturers is needed as well! I feel like there is still not enough hype about E-cars.
 
Butts in seats...

Really just need to get car people to drive an EV to get them to understand. Blind arguments against EVs are silly. The only thing better than an excellent stick shifter, is high torque and no gears.

I try to explain to people the reason tgey like stick shift is having control of the power. And EV drivetrain just removes the lag and sloppiness of combustion.
 
Basic principle of lead with why. Right now there's a certain set of the population who will buy because of the green 'why' but that's rather limiting. Find another approach that speaks to the broader buying public. In fact the 'green' thing is a put off to many.
 
I typically joke about saving those 'Greenback Yankee dollars' because we have two plug-in hybrids. My electric miles, $0.10/kWh, are less than half our gas miles, $2.10/gallon. Fortunately, the EPA web site makes such calculations trivial:
100_mile_cost.jpg

Unlike past attempts to compare dedicated EV, gas, or diesel cars, a plug-in comes with two distinct drive mechanisms, gas and EV. So we can easily compare the cost to drive 100 miles without having to worry about different cars.

Bob Wilson
 
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