In conversation with energy brand leaders
B uilding on our recent Energy Voices webinar with Matt Teske, CEO and Founder of Chargeway, and Monique Bertnsen, Head of Brand and Communications at Mer , we explore the potential for brand to respond to the anxieties blocking electric vehicle (EV) adoption. From a community of early adopters and innovative leaders – where electric cars were for the few, not the many – there is wider uptake on the horizon. A recent study found that half of US households are now considering EVs, plug-in hybrids and hybrid electric vehicles for their next purchase. Yet, despite the positive perception shifts, the road to electrification is still paved with THE WORLD OF EV IS ENTERING ITS YOUNG ADULTHOOD challenges. Sales in the past 12 months have been slower than hoped or initially anticipated – with global EV sales reported
to increase 36% year-on-year in 2024, compared to an estimated 62% in 2023. So, why the slump? From range anxiety and absent infrastructure, through to affordability issues and concerns around charging effectiveness, it seems many are still struggling to simply feel confident in a switch to EV. HOW BRAND CAN HELP BREAK THE BARRIERS TO ADOPTION Enter the power and efficacy of good communication. In this emerging space, leaders must leverage brand as their tool for enhanced understanding — to swerve the myths, bridge the barriers, and accelerate uptake with everyday people. As Teske said during our recent webinar, if consumers don’t have confidence in the technology, they won’t buy it. >
Issue 1 - Brandpie Energy 18
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