Automotive companies are in a jam. Electric vehicles (EVs) are a linchpin of many countries’ decarbonisation strategies alongside a global gear shift away from standard combustion engines. As such, going green represents a valuable opportunity and a legal necessity. But with societal doubts about EVs lingering, automotive businesses must carefully manage their transitions to retain the confidence of their consumers.
One way of doing this is by adopting a strategic approach to automotive communications that sensitively addresses the needs of all customers and builds confidence in the growing range of products on offer.
The electric age
52% of British drivers are likely to choose an all-electric model as their next car.
Just how drastic is the automotive industry’s transition towards electric? On the one hand, the surging popularity of EVs makes them an impossible-to-ignore opportunity, with 52% of British drivers likely to choose an all-electric model as their next car. And with combustion engines scheduled to be phased out as early as 2030 in some markets, they’re also an important new revenue stream for automotive manufacturers that historically will have relied on the reputation of their high-quality and reliable combustion engine models.
And yet! While legislation is sketching out a clear roadmap for automotive’s transition to electric, not everyone is enthusiastic. For one thing, many EVs come with a hefty price tag and are a far cry from the simple commuter car sought by many drivers. For another, concerns around the logistics and viability of EV models, in particular on vehicle range and the availability of charging points, mean the industry still has work to do to truly win over EV doubters.
All of which leaves automotive businesses scratching their heads. In this rapidly transforming sector, how can businesses chart a course through the rough terrain of divided attitudes and fixed policy timelines, without alienating a segment of the market?
Find the right lane
Your customers choose you for a reason, and you can use this loyalty to guide them.
Winning trust in a period of transition is a delicate task. It involves aligning your business’s changing product range with carefully crafted communications that continue to engage your customer base and address their sticking points. Your customers choose you for a reason, and you can use this loyalty to guide them through any green transition your business is making with well-executed strategic messaging. And whether leading on the electric transition or championing wider consumer choice, manufacturers are already adopting their own approaches.
To better understand what this looks like in practice, we can look at Japanese manufacturer Nissan, which is continuing to offer a selection of combustion engines while gradually transitioning towards electric and hybrid models. With a hard-won reputation for catering to practical, price-conscious drivers, its communications strike a balance between highlighting the benefits of its transition towards green while emphasising its broader range too. To do this, it uses optimistic and bold messaging for its newer models (“Hybrid is reinvented”) without deprioritising its other models: “From petrol city cars to electric SUVs, there’s sure to be a Nissan for you”.
And when directly broaching its eventual transition to electric, Nissan adopts a sympathetic tone, using phrases like “Switching to an electrified vehicle doesn’t have to be a big step” and “The only change you’ll notice is improved fuel efficiency and a more comfortable drive”, showing that it remains as committed as ever to price-conscious and practical-minded drivers.
Tips and tricks
Devising a communications strategy that appeals to all of your customers’ sticking points can be tricky. But there are some simple steps you can take to keep your automotive communications on-brand, on-point and engaging.
- Start with your consumer: Understanding why customers choose you and which of your key messages they engage with the most means you already have the foundations of a communications strategy that can help you guide your customers through a significant commercial shift.
- Lead with the benefit: Leading with the benefits of your proposition across all of your communications means you’re keeping your customers front-and-centre of everything you do, and can help secure your customers’ all-important buy-in.
- Choose the right tone: When responding to the range of challenges facing the automotive sector, striking the right tone is essential. While it’s important to be enthusiastic about your business’ evolving product range, your tone of voice should also be flexible enough to meet the specific demands and sticking of alternative customer personas while ultimately inviting them along on your electrification journey.
Struggling to articulate your business’ value in a sector where change is the only constant? Our team of expert content strategists and automotive copywriters can help.
