MEDIA MISINFORMATION ON ELECTRIC CARS IS SCREWING SALES

Having celebrated World EV Day this week, electric cars should be riding a wave of success in a world rapidly shifting towards sustainable energy. However, rampant media misinformation is crippling the momentum. For potential EV buyers, wading through a sea of false narratives has become an unavoidable challenge. From exaggerated claims about range anxiety to unfounded concerns over the environmental impact of lithium-ion batteries, the misinformation surrounding electric cars is hurting sales – and brands are paying the price. Being the proud owner of an EV myself, I know the challenges represented in the press are largely unfounded. My car is quiet, rapid, and fits the dogs in the boot with no trouble at all. I haven’t broken down or run out of power in the near 40,000 miles I’ve driven.

However, the scale of the problem is staggering. Since January 2023, media reports critical of electric vehicles have surged by 800%, and according to a survey conducted by YouGov, over 50% of UK consumers now believe that EVs are worse for the environment than traditional cars. This distortion of facts is not only alarming but poses a direct threat to the transition towards clean energy. The constant barrage of misrepresentation in the media has left many buyers confused, hesitant, and sceptical about making the switch.

This isn’t merely a case of isolated disinformation. As seen with the protests over EV-related job losses at major car manufacturers and Tesla's recent public relations challenges, the speed and reach of misinformation can be devastating. Research by Vosoughi, Roy, and Aral highlighted that false news spreads far faster than the truth, fuelled by novelty factor and emotions such as outrage or fear. These sensational headlines draw readers in, amplifying doubts about electric vehicles and giving false credibility to anti-EV narratives.

The financial toll on the electric vehicle industry is immense. OEMs are spending billions on marketing campaigns aimed at countering these false claims. According to estimates, the EV sector has allocated $6.8 billion in reputation management alone in 2024, a figure that continues to rise as public scepticism grows. For Marketing Directors and CMOs in the automotive industry, fighting misinformation isn’t just a cost of doing business - it’s a daily battle to protect market share and public perception.

A prime example of this can be seen with the media frenzy surrounding EV battery disposal. Many headlines have focused on the environmental impact of lithium-ion batteries, fuelling public fears about long-term sustainability. While there are legitimate concerns to be addressed, the reality is far more nuanced. Recycling technology for EV batteries is advancing rapidly, and many of the horror stories shared online are based on outdated or cherry-picked data. Nevertheless, these exaggerated claims have gained enough traction to significantly delay consumer adoption of electric cars, forcing brands into damage control mode.
To fight back effectively, car manufacturers and industry leaders must be more proactive and transparent than ever. Educating the public, rather than simply advertising to them, will be essential. Brands that promote open dialogue and offer accessible, evidence-based information will find themselves better positioned to counter the disinformation machine. However, they must be cautious not to come off as too corporate. Today’s consumers are highly attuned to inauthentic messaging, and if educational efforts lack sincerity, they could backfire, further damaging the brand’s credibility.

In a market where trust is one of the most valuable assets, brands must prioritise genuine relationships with consumers. The stakes are high, and the consequences of failing to combat misinformation are even higher. Electric cars represent the future of sustainable transport, but without swift action to debunk the myths, their growth could be stifled, leaving the transition to a cleaner planet in jeopardy. The brands that succeed will be the ones that can stay ahead of these false narratives, act quickly, and maintain their integrity amidst a whirlwind of media confusion.