EVs, IT’S TIME TO REFRAME THE NARRATIVE

When the iPhone launched in 2007, it shattered every preconceived notion about what a phone could be. People complained about its battery life, lack of a physical keyboard, and high price, there were even reports of them catching fire and we were encouraged not to sleep with them on our pillows - but Apple’s gamble paid off, transforming not just the phone market but the entire tech landscape. Fast forward to today, and the EV market faces a similar crossroads.

The iPhone wasn't sold based on its battery life, memory, or other technical specs. It was sold as a new way of experiencing the world. Perhaps brands need to adopt a similar approach with EVs. Instead of leading on specs like range or charging times, compounding the HUGE problem of negative press, maybe they should focus on the lifestyle and experience of owning an EV.

Part of the problem with the current narrative is that EVs are discussed using the same language as petrol cars: range, refuelling, horsepower, etc. This language invites direct comparison with ICE vehicles, where EVs are often perceived as expensive and lacking. To change the narrative, car manufacturers could develop a new language that reflects the unique attributes of EVs.

Highlighting the convenience of overnight home charging means never stopping at a petrol station again (who wouldn’t like that) or always waking up to a full tank in the morning. The idea of driving a high-tech, constantly improving vehicle through over-the-air software updates - turns the car into a "smart" device on wheels. By reframing the EV as an experience rather than a list of specifications, manufacturers can start to spark desire and reshape perceptions.

We believe car manufacturers should think differently and reframe positioning EVs as cars that simply use a different power source. Instead, they should embrace the concept of EVs as ‘tech on wheels.’ This means integrating cutting-edge technology into the vehicles and adopting a tech industry mindset in marketing and communication. For instance, instead of talking "charging time," why not say "plug-and-play power." Instead of focusing on range in terms of miles, talk about “connected journey experiences,” emphasizing the ability to plan trips with integrated software that finds charging stations, entertainment spots, and scenic routes. Changing the vocabulary changes how people perceive and relate to the product. The reality is, an average driver only uses their car for around 20 miles per day – why has range become such a controversial talking point?

OEMs could highlight features like self-driving capabilities, intuitive touchscreen interfaces, software updates that unlock new functionalities, and personalised driving modes. These elements could be the key selling points, not add-ons or afterthoughts. Manufacturers could create the same buzz that tech companies generate when they launch a new product - making the EV a "must-have" gadget.

With the latest iPhone costing up to £1,600, we don’t think ouch, you could nearly get two Macbooks or four iPads for that. The price is hidden when bundled into an airtime package. Consumers aren’t encouraged to compare prices. Maybe a car could be bundled in with a charging subscription or insurance package, combined with an app store for buying additional features or functions – and, you could get to ‘upgrade’ every three or four years to the latest model.

Traditional car dealerships have struggled to sell EVs effectively. The sales approach is still steeped in the mindset of selling ICE vehicles, focusing on price negotiation, trim levels, and conventional financing options. OEMs need to rethink the EV buying experience to align more with the tech industry. This could involve creating dedicated EV showrooms, immediately differentiating EVs from the get-go. Staffed by product evangelists and experts, customers would explore and interact with the technology, software, features, and benefits in a way that resonates with tech-savvy buyers – think Genius Bar. I recently ‘test drove’ the new Apple Vision Pro which I have to add is an amazing bit of kit. Apple showcased the best features and personalised the experience to my needs, realising that it was difficult to justify the high price without experiencing it first-hand.

The auto industry probably needs a bold marketing campaign to undo the damage of negative media coverage. This campaign should focus on the EV as a lifestyle choice, not just a product. Highlight how owning an EV can redefine everyday life - how it’s about waking up to a “full tank” every morning, how the driving experience is quieter, smoother, and more enjoyable, and how EVs integrate seamlessly with smart homes and renewable energy sources. Car manufacturers should push the message that adopting an EV is adopting the future. Celebrity endorsements, partnerships with tech influencers, and immersive experiences like test-driving events in futuristic settings can help reframe EVs as symbols of a progressive, tech-forward lifestyle.

The bottom line is to sell the future, not the alternative. The future of EVs doesn’t lie in matching the standards of ICE vehicles - it lies in redefining what people should expect from their cars. If legacy manufacturers don’t make this shift now, they risk being left behind in a market soon to be flooded by new models and new manufacturers with a global tech mindset.