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Let’s Promote Electric Cars Via Crowd-Sharing

Promoting and designing sexy, cool and fast cars is how automotive companies have successfully sold gas cars for the past century. Over 200,000 EVs and PEVs have been sold 2013. Numbers are good, but not great. Is clean, efficient, cute and sustainable working for electric cars?

One of the biggest difficulties for the electric drive industry is not making break-through technology, its educating consumers and driving awareness. From June 10-12, the Electric Drive Transportation (EDTA) conference brought together about 300 delegates, car companies, policy, advocates and academic leaders to Washington D.C. to discuss the latest innovations and the state of the Electric Vehicle industry. Marketing, educating and creating consumer awareness about EVs in the US is not cheap – consumers and audiences differ regionally, creating a need for targeted marketing based on location. The US is a car-centric country filled with people who have learned to embrace gas cars for the past century and changing behavior of the majority is not an easy task. So what is it going to take?

At the EDTA conference the GoElectricDrive (GED) foundation hosted a seminar called Accelerate the Good: a nationwide communications campaign headed by a coalition of diverse stakeholders such as General Motors, Pacific Gas and Electric, Wells Fargo and Johnson Controls just to name a few, to educate and inspire consumers to go electric. Their goal is to create a campaign that uses a grassroots and grasstops approach strategies – creating targeted marketing on a local level and utilizing the power of mainstream media, sports, music, opinion leaders and influencers. To date, GED has raised $1.5 million for this campaign; they hope to raise $22 million annually for the next 3-5 years – that is a solid $110 promotional campaign. The budget includes supporting staff, website, media buys, PR, polling and metrics, etc. Is it all worth it? Only time will tell.


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