Automakers and state governments cooperate on ad campaign for EVs
2012/8/23 view:
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A lack of advertising is often cited as a main reason for the slow pace of EV adoption, so it’s welcome news that a consortium of automakers and Northeast states intends to cooperate on an EV ad campaign. The Drive Change Drive Electric campaign, launched at the recent New York International Auto Show, will focus on advancing consumer awareness of EVs in the region, and will publicize the growing variety of electric models, available tax and purchase incentives and the economic benefits for drivers. The program’s web site includes information about the different types of plug-in vehicles and their benefits, as well as a list of available models with links to manufacturer’s sites. Marketing materials for the program say that it will include advertising, social media, strategic partnerships, events and other content efforts. Automaker members of the consortium (not all of which currently offer electric models in the US market) include BMW, Fiat Chrysler, Ford, GM, Honda, Hyundai, Jaguar Land Rover, Kia, Mazda, Mercedes, Mitsubishi, Nissan, Subaru, Toyota, Volkswagen and Volvo. State partners include New York, Connecticut, Massachusetts, New Hampshire, Rhode Island, Vermont and New Jersey. “Automakers offer over 40 high-quality electric cars in almost every vehicle segment and many more are coming over the next few years,” said Mitch Bainwol, CEO of the Alliance of Automobile Manufacturers. “However, transforming mobility requires more than large numbers of high-quality cars. Customers must be aware of and comfortable with the new technology and understand how it benefits them and their family.” “This campaign highlights the importance of government and industry collaboration. To achieve our shared goal of building a market for electric cars, you need to use all of the tools in the toolbox,” said John Bozzella, CEO of the Association of Global Automakers |
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