This article explains why viewers are seeing so many more television commercials about electric vehicles from legacy automakers.
Driving an EV is fun and surprising! Luxury, confidence, and being visionary are also themes that emerge in automakers’ recent shift to EV marketing. The stakes are high.“No gas, no squeegee?” “No gas, no squeegee.” Those two lines have now become part of the pop culture lexicon, as, in its recent EV commercials, Hyundai captured the new normal of driving electric.
Car brands collectively ran 4 times as many national television ads for EVs in 2021 as they did in either of the previous two years, according to. General Motors Co., Ford Motor Co., and Volkswagen AG, among others, spent an estimated $248 million on nearly 33,000 spots, up from $83 million spent on 8,000 commercials in 2019, according to data from marketing analytics startup EDO, Inc.
Automakers have historically split their national ad budgets between annual sales events, new model launches, and brand burnishing. This year, with gas-powered cars in short supply, brands reexamined the possibilities and used their planned airtime to nudge buyers to think electric. These EV commercials point to a new and exciting trend for automaker advertising. At General Motors, for example, the EV ad plan has 3 stages, according to chief marketing officer Deborah Wahl: normalize, personalize, and mesmerize. “Everybody In” is the company’s rallying cry, Wahls told
. The company wanted to set “an optimistic and inclusive tone for our EV future.” Needing a “visual identity to match our vision,” GM EV commercials emerged.The fun and feisty repartee juxtaposes a stubborn gas attendant with an upbeat and visionary hybrid EV driver. When the hybrid Santa Fe Plug-In driver obeys the attendant’s rule and pumps just $0.86 worth of gas, Hyundai challenges a constant refrain from EV naysayers: range anxiety.
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