In a world where consumers have access to an endless array of products, how can we, as marketers, convince them to purchase new and emerging technology? We have a long history of working with brands to utilize and launch new technologies that can scale business. This is a dilemma that most car dealers are facing in their quest to make electric vehicles (EVs) the norm in the modern car market.
What The EV Industry Can Learn From Alexa
In order to put EVs at the top of the market, brands need to develop a marketing strategy that convinces consumers that they need this new technology, similar to the strategy Amazon adopted when voice assistant Alexa first hit the shelves. Amazon has been successful in dominating the smart home device market for three main reasons: (1) ease of use, (2) integration with other application platforms, and (3) cohesive and strategically placed advertisements convincing consumers that Alexa will make their life easier.
What Does Alexa Have to Do with the EV Market?
To understand the adoption rate of an emerging technology, we must understand the history of that technology, size of the market, and adoption rate. Turning to other technology launches helps us see what worked in driving growth with consumers.
Improve Ease of Use: The biggest barrier to the widespread implementation of EVs is the inadequate access to charging stations. If consumers are going to make the decision to purchase an EV, the infrastructure for charging needs to be as seamless as, or more seamless than, the process of getting gas for a traditional car. Amazon Alexa’s success is centered around promoting ease of use for the customer, and improving productivity throughout the day. EV companies will be able to boost sales if they focus on the same tenets.
Leverage ROI Benefits: Brands should elevate the opportunity for return on investment that EVs create. Not only does the clean design help the environment, but the savings on maintenance and gas compensates for the high price up front. EVs also have a longer projected lifespan than traditional cars, creating even more opportunity to maximize consumer ROI. Any rational consumer would be making the wrong decision if they were to pass up such convincing financial benefits.
Omnichannel Strategy: EVs on the market lack a strong presence on all digital channels, as well as a cohesive brand strategy across all available channels. To differentiate, brands should focus on developing their own value proposition that both encourages consumers to purchase an EV and specifically purchase from that brand. Alexa was able to thrive on celebrity-endorsed commercials. EV brands can focus on educating prospective consumers and increasing transparency in a market where most people lack knowledge.
Your Brand as the Center
EVs are not a new phenomenon. However, despite the long period of time that the product has been on the market, no brand has been able to develop a cohesive marketing strategy that convinces the rational consumer that they should purchase an EV. Building a revolutionary marketing model can help bring EVs to the forefront of the car market.