Getting customers to embrace EVs is not all about the environment

Between state and federal funding, incentives for electric vehicles are at an all-time high across the U.S. And while EV adoption continues to increase each year, the rate of sales is slowing down as demand from early adopters fades. 

EVs in the U.S. cut greenhouse gas emissions by around two-thirds over a car's lifespan, so it's no wonder environmental organizations are pushing customers to switch for climate reasons. But should messaging rely so heavily on the environmental angle? 

In our decades of clean transportation work, VEIC has helped cities, states, transit agencies, school districts, and businesses transition to electric vehicles and fleets. Our experience has made it clear: appealing to the mass market requires a change in strategy. 

First, organizations and advocates don't need to raise awareness of the environmental benefits of EVs; people make this association on their own. Efficiency Vermont — an energy efficiency program run by VEIC — conducted a survey in 2021 investigating what people prioritize when choosing a vehicle and how they perceive EVs specifically. The survey found that most customers associate EVs with environmental benefits.

In some cases, that association is a positive. Income-qualified customers who bought EVs using Vermont's low- and moderate-income incentives listed the environmental impact as a primary reason they drive electric. 

For others, that association holds them back from making the switch. In a survey of rural New Englanders that VEIC conducted on behalf of The Nature Conservancy, one respondent said, "Your car is a representation of who you are, and people have a wariness about wearing an environmental commitment on their sleeve." 

This sentiment was apparent in a 2024 Gallup poll, which found a significant gap between the percentages of Democrats versus Republicans who would consider buying an EV, reflecting the broader politicization of many environmental issues.

Politics aside, drivers on both sides of the aisle do not cite the environment as their primary consideration when buying a car. Efficiency Vermont's survey found this to be true across the state, and other research corroborates these findings on a national scale. A March 2024 Statista poll found that the top five priorities for customers when buying a new car are, in order, fuel efficiency, safety, price, quality, and comfort. 

These factors are also important for commercial vehicles. VEIC led a pilot program with eight electric school buses in Montana where bus drivers reported being most impressed by the quieter rides the electric vehicles offered. Following the successful pilot, VEIC helped the school district deploy an additional nine buses to reach its decarbonization goals.

"The takeaways are clear," said Brian Picariello, VEIC's clean transportation lead. "Let’s stop promoting EVs as only environmentally friendly. Let’s also highlight the convenience of a full ‘tank’ every morning, the comfort of a quieter ride, and the fun in quick acceleration."

In addition to highlighting this broader range of EV benefits, climate organizations, marketers, and auto dealers might better use their platforms to address barriers to EV purchases. 

The higher price tags on EVs are a major reason many drivers stick to gas-powered cars. Government funding aims to change that, but 46% of Americans have not heard about any available EV incentives. These incentives apply to used vehicles, too, which is essential to communicate since only 17% of lower-income households buy new cars, and seven out of 10 vehicles sold are second-hand.

Electric vehicles remain a key part of the federal government's strategy to lower carbon emissions, and policies and incentives are helping to accelerate EV sales. It's time for program funders and marketers to use this momentum to highlight the benefits that customers care about most. 

As dealerships, businesses, and governments navigate the transportation transition, third-party organizations like VEIC can provide technical assistance, customer outreach support, and critical bench strength to boost EV adoption. Broadening this conversation beyond a purely environmental one to elevate the numerous benefits of EVs to the customer will be imperative.

This is partner content, brought to you by VEIC.