Marketing Blunder of the Century: The Rollout of Electric Vehicles, Particularly the Ford F-150 Lightning, Received Little Understanding Among Masses
In the rapidly evolving world of electric vehicles (EVs), cost and practicality are set to dominate conversations as the industry strives to meet price targets and expand its customer base. The post-pandemic era has seen a decline in gasoline usage, with Internal Combustion Engine (ICE) sales dropping off since 2017.
However, many people remain unaware of the practical advantages of EVs, such as their torque and acceleration, or the existence of features like a front trunk (frunk) found in electric trucks. A Reddit post by jedielfninja suggests that the public's interest in EVs might be significantly higher if the industry had emphasized their practicality as everyday vehicles, rather than solely promoting them as environmentally friendly.
China, a global leader in the EV market, has capitalised on this opportunity by implementing a nationwide strategy in the late 2000s. This strategy integrated battery production, rare earth mining, charging infrastructure, and vehicle manufacturing, resulting in a fully integrated supply chain and a domestic market where more than half of new cars sold are electric or plug-in hybrid. Brands like Chery are winning over consumers with their competitive pricing and advanced in-car technology, which has become a deciding factor for buyers.
Marketing experts stress that successful green products deliver real value that customers care about, such as performance, convenience, or design. In Europe, EV adoption is reaching a tipping point driven by necessity and value, with automakers preparing to flood the market with new electric models priced under $27,000.
Two practical benefits of owning an EV that were likely overlooked in initial marketing strategies include independent battery health diagnostics and lower maintenance costs, especially for used EVs.
Independent third-party diagnostics offer unbiased, detailed evaluations of battery condition, enabling owners to make informed decisions about usage, resale, and lifecycle management. This concept of a “battery health certificate” could become as standard as a vehicle’s inspection report, improving transparency and confidence in EV ownership over time.
Maintenance expenses for EVs are generally lower than for ICE vehicles, partly due to fewer moving parts and less frequent servicing. This is especially evident in the used EV market, where owners benefit from reduced service requirements. However, this practical financial advantage has not been prominently featured in early EV marketing campaigns.
The electric vehicle industry is perceived as having missed the mark with its marketing rollout. AJDillonsThirdLeg, who has owned an EV since 2018, has spent $0 on maintenance outside of tires, highlighting the potential long-term savings that EV ownership can offer. The frunk in electric trucks provides secure, weatherproof storage where the engine used to be, while onboard power outlets turn the truck into a mobile generator for tools, camping, or emergency use.
The Ford F-150 Lightning, for example, offers instant torque, smooth acceleration, and serious towing power without the noise or vibration of a gas or diesel engine. Maintenance for electric trucks is minimal, with no oil changes or spark plugs, and brake pads last longer thanks to regenerative braking.
Despite some perceived marketing failures, the EV industry is showing signs of improvement. Social media discussions are focusing on the practical benefits of EVs, with users like BranchLatter4294 noting that they see a lot of EVs on the road, indicating that they are selling well. Zebra971 comments that stories suggesting EVs are unreliable, have high maintenance costs, are expensive, time-consuming to charge, and use harmful materials are complete BS.
The top reason drivers choose electric vehicles is lower charging costs compared to gasoline, followed by lower lifetime ownership costs, lower maintenance costs, avoiding gasoline, and environmental concerns. Most drivers who switch to electric vehicles rarely return to gasoline, appreciating benefits like quiet rides, fast acceleration, and long-term savings.
As the EV industry continues to evolve, it's clear that focusing on practical benefits will be crucial in attracting more customers and ensuring the long-term success of electric vehicles.
[1] Independent third-party battery diagnostics: https://www.electrek.co/2021/05/24/tesla-superchargers-offer-battery-health-diagnostics-for-electric-vehicles/ [2] Lower maintenance costs for used EVs: https://www.caranddriver.com/news/a35992802/used-evs-maintenance-costs-vs-gas-cars/
- The electric vehicle (EV) industry acknowledges that the marketing rollout might have missed an opportunity to emphasize the practical advantages, such as the independent battery health diagnostics and lower maintenance costs for used EVs that were likely overlooked. (Independent third-party diagnostics, lower maintenance costs for used EVs)
- As the EV industry shifts its focus towards promoting practical benefits, technology advancements like the Ford F-150 Lightning's instant torque and minimal maintenance requirements are set to entice more consumers, demonstrating the potential of EVs as competitive alternatives to traditional cars. (Ford F-150 Lightning, technology advancements)
