Report Warns Consumers Need Better Marketing to Buy Electric Cars
Following a study of 3,000 British motorists, a new report is urging automotive brands to improve the way they market electric cars because consumers are "fundamentally confused" about their cost and performance.
Despite the government's efforts to incentivise drivers to buy electric cars, the report by GfK Automotive has found that a lack of clear marketing is slowing down their uptake.
It was discovered that only 1% of the public want to buy an electric car and have a realistic idea of its costs and performance.
Managing Director of GfK Automotive, Francisco Lopez, commented: "If they [car manufacturers and the government] are serious about transforming Britons into an electric motoring nation, one of the first things to do is to ensure consumers are clear of their genuine benefits. Only when consumers have a good understanding of the practicalities of owning an electric car can they realistically be expected to start purchasing them."
He added: "There is a real struggle ahead for brands to make claims about electric cars credible to a largely sceptical public. Manufacturers need to both counteract negative sentiment from the naysayers and to encourage those who are positive about electric cars into purchasing vehicles and advocating their purchase."