How to message electric vehicles in a charged environment.

New research reveals an effective EV messaging strategy across audiences

This week, we’re delighted to share our latest communication guide, The Road to Clean: How to message electric vehicles in a charged environment.

Rapid electric vehicle (EV) adoption is essential to eliminating the carbon pollution that is overheating our planet. While EV sales have been setting records, reaching the levels that we need will depend on support for programs that make clean vehicles more affordable (through incentives and expanded production) and more practical (through improved charging infrastructure and battery range).

We find ourselves at a critical moment as we move up the adoption curve. What messages and stories will be most useful?

That’s what Potential Energy set out to learn. Over the last five months, we’ve conducted focus groups, online surveys, digital ad tests, and national message tests, reaching nearly 60,000 people across the ideological spectrum. Our most important takeaway is simple and inspiring: All audiences are movable, and the right framing and messaging can be a critical difference maker. This message testing research shows how we can dramatically accelerate the transition to clean vehicles with the right communication. This work offers practical insights for electric vehicle marketing tied to public support and adoption.

The full EV messaging guide goes deeper on the frames and findings that can help accelerate support for clean vehicles.

That’s Interesting: Our Top Takeaways from months of EV research.

Supporters outnumber opponents, but misinformation creates a risky divide.

Over half of Americans support “government programs that promote EV manufacturing & production” and “government programs that increase access & affordability of EVs.” For both, supporters outnumber opponents by more than a 2:1 ratio.

That support, however, is sharply divided along political lines, with a 30%+ difference between Democrats and Republicans. That political divide remained consistent when respondents were asked about specific benefits of electric vehicles.

The right messaging can move all audiences.

The top-performing messages (“reduce pollution,” “increase affordability,” and “tackle climate change”) squarely emphasized personal, direct, “what’s in it for me” messages. These results reinforce what effective climate change messaging looks like in practice.

Learn how to apply these messaging strategies more broadly with our climate communication guide.

What message unites freedom of choice with clean benefits?

Americans support EV programs that expand affordability and access, reduce pollution, and make EVs more practical and available. People clearly do want the option to make their next car a clean car. In fact, according to our data, 81% of Americans–even 61% of Republicans–expect to buy an EV at some point in the future.

Here’s what we can say today to build personal relevance and grow support for EV programs:

Conclusion

There’s much more detail in our communication guide, but clearly, at this critical juncture for electric vehicle investment, effective communication can play a big role.

Thank you for joining us for the ride.