Making EV’s about climate change will not drive broader EV adoption. I understand Jonny’s point, but we’ve come to a stage in the industry where the majority of today’s EV shoppers are not considering EV’s because of environmental reasons like they were the past 5 to 10 years. I speak from the trenches where buyer’s are making their decisions. I hear it from hundreds and thousands of consumers at Electrify Expo. If our festival was mainly about the positive environmental impact of EVs, our festival would be a tenth of the size. Rather, we focus on the experience of EVs. The thrill. The technology. And this is what drives broader EV adoption and makes us the #1 place to go electric. MotorTrend Group Electrify Expo
ICE vehicles will probably increasingly become a luxury item, much as equestrian sports and leisure have. For those willing to pay the guzzler, CO2, congestion, etc. fees, there will remain choices, whether powered by e-fuels, CNG, DME, or hydrogen. For the rest of us, ICE will become a "back in the day" nostalgia item for antique car meetups, museums, parades, and vintage track days.
Residential solar took off not because of climate concerns, but because of the cost savings. Wind farms on Texas ranches took off not because of climate concerns, but because they make money. As Americans, we're all about $$$ and power. Listening to a neighbor talk about how little they're spending commuting with their EV, and how much more power it has than an equivalent ICE age car has a greater impact than a pile of emaciated polar bear carcasses.
The panel on EVs and politics at Electrify Expo in Long Beach hammered home the point that the environment is not the right marketing angle anymore. The economic benefits are. My story for Auto Remarketing on the panel will be out Monday.
BJ Birtwell - I will go one further, making it about climate change will create the "dig-in/backlash" effect. Plays into "no more ICE cars by 2030" etc. EVs will have to win on the merits of their own performance, cost, quality and savings. I went from $500/month+ on gas to less than $100 added electric bill and a fraction of the upkeep costs. No going to unsafe dirty urban gas stations (that was the sell that got my wife into one), etc.
As an automotive journalist who co-created the Canadian Green Car Award a dozen years ago, I have seen the narrative shift that we needed to see. One of my favorite things has been to given someone a chance to drive an experience an EV who has never done so before. Time after time after time, their apprehension turns into enthusiasm once they actually get a chance to experience all the performance-oriented benefits that come from EV ownership. Experiential learning is always the most profound and the more we give people a chance to experience something they have heard many untruths about, the more we will convert people to see why EVs truly are the way of the future.
Absolutely right BJ. Let's be pragmatic and think what will really make EVs becoming the standard: 1/ lower TCO than ICE (Christopher Harper gave a good data point) 2/ broad offering, with models for all needs and all preferences 3/ "charging experience" should no longer be question. Meaning that we're still at stage where the infrastructure is building, with it's ups and downs. But when it's here, your battery gets low, you charge. Wherever, whenever it's needed and period. 4/ Cherry on top: gas price increase plus some local ban of ICE in large cities As mentioned in your post, environmental benefits were at the origin of this transition, so now we need to highlight the arguments that resonate with drivers.
Exactly why Tesla built their vehicles to dominate the ICE alternatives in performance. Otherwise they could have rolled out a Bolt or Leaf type vehicle 15 years ago. The economics around EVs, ease of use driving dynamics and performance are pushing it forward. The zero emissions is just cherry on top.
Good distinction.
Spot on.
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1wAnd Jim Farley makes my point here https://www.linkedin.com/posts/jim-farley_as-a-lifelong-car-guy-i-was-surprised-when-activity-7212394354810761216-cKd-?utm_source=combined_share_message&utm_medium=member_ios