Potential electric car buyers are telling pollsters that they are not particularly interested in advertising focused on the climate benefits of the plug-in models.
According to new poll released on Monday, Jan. 12 by the EVs for All America group, which is an advocacy group that works with car manufacturers to push U.S. and state lawmakers to adopt EV-friendly policies, 45% of potential EV buyers said “climate change is overhyped.”
The group said the finding shows “the best path to selling more EVs, both in red states and blue, involves moving marketing messages away from ‘green’ messaging and instead focusing on the many positive vehicle attributes that EV drivers enjoy, including fast, fun to drive, quiet, and the ability to avoid traditional and expensive gas stations.”
The poll attempted to capture attitudes among politically engaged potential car buyers by surveying registered voters in households with total incomes above $50,000. The survey showed drivers under age 44 years more likely to say they will eventually consider buying an EV by a margin of 71% to 45% for drivers over 65 years old.
The poll also found that among supporters of the two main U.S. political parties, Democrats are more likely to say they will eventually own an EV by a margin of 76% to 24%.
When the survey added a qualifier about lower prices and improved technology to address bugs, the margin between supporters of the two main political parties shrunk to 61% to 39% in favor of Democrats.
Among people who said they were considering buying an EV soon:
Based on where the respondents live:
Breaking it down by political parties:
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The EVs for All American group identified these take aways for carmakers to improve their EV marketing from their latest polling data:
