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With global sales expected to exceed 20 million units in 2025 and governments, including the UK, implementing ambitious Zero-Emission Vehicle (ZEV) mandates, the transition to electric vehicles (EVs) from petrol and diesel cars is well underway.
Yet, despite this momentum, demand for EVs remains uneven. Cost concerns, charging infrastructure gaps and political polarization are complicating adoption.
From a PR standpoint, this presents a unique challenge: how do we communicate the value of EVs in a way that resonates with diverse audiences – consumers, policymakers, and businesses alike?
Emphasize personal value
One of the most persistent hurdles in EV communication is the disconnect between corporate messaging and consumer priorities. While sustainability is a compelling long-term argument, it often falls flat for individuals grappling with immediate financial pressures. As one industry expert noted: “If you’re messaging around EVs saving the planet, but people are at home trying to figure out why milk is over $7, you’re going to miss them.”
Instead, communications strategies can highlight the tangible, personal benefits of EV ownership. Cost savings are a powerful starting point. EVs are cheaper to fuel and maintain than internal combustion engine (ICE) cars, with lower servicing costs and no congestion charges in cities like London. Leasing options and government incentives, such as tax credits, can further reduce upfront expenses.
Messaging should also address range anxiety head-on by showcasing real-world data – modern EVs now exceed 350 miles on a single charge and charging points in the UK outnumber petrol stations.
Education as a tool for trust
Misinformation and outdated perceptions continue to slow adoption. Many consumers still believe EVs are unaffordable, unreliable or impractical for long journeys. Countering these myths requires proactive education. Brands can leverage digital content – such as Instagram Reels explaining tax credits or YouTube testimonials from EV owners – to demystify the technology.
Third-party endorsements are equally critical. Collaborating with trusted voices, from automotive associations to local influencers, can lend credibility to claims about EV performance and affordability. For example, BYD’s successful European campaign focused on eco-conscious early adopters, using targeted ads and real-world testimonials to build trust in a previously unknown brand.
Navigating political and regional nuances
EV adoption doesn’t exist in a vacuum. Political polarization, particularly in the US but increasingly in Europe, has turned EVs into a contentious topic. In the UK, the Labour government’s deregulation of charging point approvals – reducing costs and wait times – has been a boon for infrastructure growth. Yet, regional disparities persist, with nearly a third of chargers concentrated in London.
PR campaigns must, therefore, tailor messaging to local contexts, emphasizing job creation in industrial hubs or rural accessibility in underserved areas.
Transparency is also key when addressing setbacks. High-profile failures, like Tesla’s frozen cars in Chicago, can erode public confidence if handled poorly. Instead of deflecting criticism, companies should acknowledge challenges openly and use credible spokespeople such as engineers or CEOs to explain solutions. Ford’s approach – reaffirming its long-term EV commitment while adjusting production timelines – offers a model for balancing honesty with optimism.
Celebrating progress without overpromising
The EV industry is advancing rapidly, with automakers investing billions in technology and design. Safety features, battery efficiency and charging speeds are improving year on year. However, overhyping these advancements can backfire if consumers feel promises aren’t being met. The narrative should shift from “EVs versus traditional cars” to “EVs as the inevitable future,” grounded in measurable progress.
For instance, the UK’s push for 300,000 charging points by 2030 is a concrete goal that PR campaigns can leverage. Highlighting partnerships between businesses and local governments – such as streamlined permitting processes through the Department for Transport – can showcase collective momentum without ignoring existing gaps.
The road ahead
Effective EV communication requires a multifaceted approach: personalizing benefits, educating sceptics and adapting to evolving political landscapes all while maintaining transparency. The technology is ready, but public perception lags.
By focusing on clarity over hype and addressing pain points directly, communications professionals can play a decisive role in accelerating the transition – one informed, confident consumer at a time.
Image: Chuttersnap / Unsplash
