The vehicle plug is already a reality, but not for all citizens.
few days Ago we discovered a report that revealed that 60 percent of americans knew little or nothing of the existence of the electric vehicle in your market. Taking into account that the united States is one of the largest markets for this type of vehicles and, above all, where more supply there is, the data was little less than worrisome.
especially if we consider that within this percentage, more than half of the respondents, some were unaware that the electric is already available in the dealerships. What seems to evidence a serious mistake on the part of brands to transmit to the consumer their products.
however, despite the fact that these data outline a scenario very similar to that experienced in that market in the nineties, when the electric technology passed by the united States almost unnoticed, what is certain is that there is a reasonable explanation for these figures, and it is not that the brands being advertised with the wrong electrical, is that simply do not are announcing.
Prototype of the Tesla Model 3.
In our country it is up to normal not to see too much advertising on zero-emission vehicles, since the electrical, for all practical purposes, exist only in the newspapers of the motor. Since it is not only the infrastructure is practically anecdotal, but are sold only a few models of the existing – even Tesla has just landed officially in Spain – and what is worse is that, not all dealers of the brands that have electric models really are available.
however, the u.s. market is already more mature in that aspect, or should be, since the electric are a reality, seemingly palpable, from a long time ago. But interestingly, it seems that americans know less of its market to the fans of this side of the pond, why.?
The answer is simple, as you can see in these graphs of the Sierra Club, the amount of money that it used the marks in advertising in those markets is notably lower than for the other models. With differences very pronounced, as can be clearly seen in these statistics. On the other hand, when we speak of the u.s. market, we’re really talking about only a few states, not the Union, and the completo.
The new range Golf also features a renovated eGolf.
As in Europe, not all markets have adapted to the electric vehicle in the same way. In the old continent has been in the scandinavian countries where they have had greater success, while in other nations, such as Spain, the electric continues to be the story.
The own Chevrolet Bolt EV, whose commercial launch has been made just a few weeks, really, was premiered in two states, California and Oregon, and not at the national level. After these states – which have a mandate ZEV – the Bolt will be released gradually in several states, although GM is very clear that it will not sell equally well in all and probably in the bordering the coast where actually the Bolt has some resonance.
In the united States to the state where we can actually find something more of interest in this type of vehicles is in California, and as shown in the graphic above, there we can find the effort of the trademarks to publicize and advertise these vehicles. All in all, there are hardly any marks, except BMW with the i3, they bother to advertise at the national level these models.
BMW I3, the small electric BMW:
AND therefore, remain the models of traditional mechanical that still hold the huge advertising budgets. Of course, we can also find curious facts in these statistics. For example, Volkswagen announced in 2015 in California a lot more the eGolf Golf conventional, although these figures are still derisory in comparison with the advertising campaign to the national level of the model of combustion, many times higher than that of the electric.
The conclusion we can draw from this is that it is really are the own brands which still do not have invested heavily in the segment, despite the fact that the constant corporate messages indicate otherwise. Once the long process of development and subsequent marketing, the marketing departments of the brands continue to bet on a quick return on your advertising investment, and for the time being, the models that account for the largest percentage of sales continue to be powered by liquid fuels.
The arrival of electric vehicles more able to segments as the C and the D will most likely change this trend, because until now, while supply has been increasing little by little, the truth is that the average customer didn’t have really a logical alternative to your vehicle regular. For example, the client of a Megane you will always see the Zoe as an electric version of the Clio, and therefore what you will see small.
Chevroelt Bolt EV will arrive in Europe in the form of the Opel Ampera-e.
For the moment, the Chevrolet Bolt and Tesla Model 3 are the called to reverse this situation, but before 2020 we will start to see the response of other manufacturers, such as Daimler and Volkswagen.