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The electric car: the big marketing bet for automotive companies

the advertising paradigm of

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The electric car: the big marketing bet for automotive companies
the electric car

The advertising paradigm for car manufacturers has changed in recent years, as these companies have allocated most of their budget to promoting their electric models. This has meant that every digital marketing agency has had to look for new ways to advertise these models.

In any case, it once again becomes clear that investing in digital marketing is worth it, since these agencies know how to adapt campaigns to the way people think. Therefore, a good option is to put ourselves in the hands of a specialised marketing agency, such as Creacom, to design this campaign with maximum guarantees.

The changing automotive landscape from the perspective of a digital marketing agency

In 2021, car manufacturers ran up to four times more electric car TV ads than in the previous two years combined. As we can see, strategies and the way of communicating are also changing, even though we are still in a year marked by the pandemic and by changes brought about both socially and economically.

In any case, we see that the car market has been hit particularly hard, to the point that registrations in Europe have reached their lowest figures in almost 40 years. However, electric vehicle registrations continue to rise, with record figures at the end of 2021.

In fact, this year has been the year of electric car manufacturers, something that has also been reflected in the way they communicate and the investment made in advertising. Thus, the number of ads mentioned above shows a clear shift in trend, based on new techniques.

The aim is to raise awareness of the progress that comes with backing the electric car and the benefits it brings to society. Likewise, emphasis is placed on how cities are transforming to enable charging points, so that potential customers fully become aware of the need to have electric cars instead of internal combustion-powered vehicles.

“In 2021, car manufacturers ran up to four times more electric car TV ads”

This can be seen in ads from brands such as Volskwagen or the giant General Motors, which are increasingly investing in promoting electric cars. In this regard, it should be noted that the ad budget for traditional cars is still considerably higher, but that does not change the fact that a shift in trend is taking place, which will become more noticeable over the years.

electric car

One of the brands that has undergone the most changes is Audi, which has shifted to investing much more in electric cars. In figures, the German company invested $22 million in electric car ads in the United States in 2019 and $56 million for internal combustion models. In 2021, spending on electric car ads was $54 million, while it allocated only $13 million to the rest.

A shift in strategies and ways of communicating

When we look at these figures, we can see this change taking place in the market, but it is not limited solely to investment; it also affects strategies and the way of communicating. The intention here is simply to attract a new type of buyer, seeking identification with new icons.

For example, we highlight Ford’s role and its Mustang Mach-E or F-150 Lightning models, the latter being Ford’s best-selling vehicle and the best-selling model in the United States in recent decades. To see the growth, this company ran fewer than 100 ads for electric vehicles in 2019, while in 2021 it launched around 1,500.

Communication experts also acknowledge this change in the way of communicating, since messages used to be more regional, with more direct advertising or low-cost options for a specific number of people. What’s more, until recently, ads were aimed at people more familiar with technology, but today these ads target the general public, also incorporating social media into the strategy.

electric car

The aim is also to educate people and show them the benefits—also as a demonstration of CSR—of using these vehicles, especially to protect natural resources. Likewise, some vehicle features try to attract customers’ attention due to their usefulness, such as the front trunk or the option to power the home in the event of a blackout. In this way, the goal is to differentiate from internal combustion cars, so that buyers are offered something extra.

“Audi went from investing $22 million in electric car ads in 2019 to $54 million in 2021”

For its part, General Motors is aiming for the normalisation and personalisation of ads, to the point of acknowledging that the shift to electric vehicles is happening faster than expected. Therefore, it is time to adapt that message to advertising channels to capture the attention of potential customers.

A look to the future

All these data show that the shift in trend and paradigm does not look like it will stagnate; rather, it will continue to grow. Therefore, it will be normal to see how, in the coming years, electric car ads outperform internal combustion ads, once viewers have a broader understanding of the benefits of electric-powered vehicles.

Likewise, it is intended to show that the electric car market has matured at the same pace as governments, many of which have set an end date for the manufacture of internal combustion vehicles. This is due to plans approved to combat greenhouse gas emissions.

This market evolution is not happening only in the automotive sector; it is also occurring in many other industries of different natures, as a result of the turbulent geopolitical situation we are experiencing. To detect these changes and address them, it is always best to rely on professionals who are experts in communication and business strategy. Bringing in the services of a specialised agency such as Creacom will help you adapt successfully to upcoming trends.

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