Factors potentially affecting the successful promotion of electric vehicles

Abstract

Purpose – The purpose of this paper was to identify whether the promotional materials used by government bodies and private producers to stimulate the mass market for electric vehicles (EVs) embodied themes deemed attractive by a sample of motorists in Greater London. Design/methodology/approach – The EV websites and advertisements of EV manufacturers and the EV websites of relevant public bodies were subjected to semantic network and categorical content analyses. Outcomes were inputted to a conjoint analysis, the results of which were clustered into customer segments using the NORMCLUS generalized market segmentation procedure. Findings – Substantial disparities between, on one hand, the EV characteristics emphasized in manufacturers’ and public bodies’ EV promotional materials and, on the other, potential EV buyers’ views regarding the key qualities of EVs became evident. Research limitations/implications – The sample size of motorists was limited and the research was completed in a single country. Practical implications – Social marketing campaigns initiated by government and private bodies concerning EVs need to incorporate specific themes reflecting the preferences of various segments of motorists. Social implications – A “one-size-fits-all” approach is unlikely to be appropriate for the mass marketing of EVs. Originality/value – This was the first study to explore the appeal to potential EV purchasers of the value of the contents of EV marketing messages used by government bodies and vehicle manufacturers.