The road to clean

How to message electric vehicles in a charged environment

Continued investment in electric vehicle (EV) programs depends on broad public support. While EV sales have been accelerating dramatically, public perceptions haven’t caught up.

Through extensive testing, we’ve identified effective messages that can overcome these misperceptions, increase relevance, and boost support for clean vehicle programs. These findings highlight how strong EV messaging and marketing can shift perceptions, build trust, and accelerate public support for clean transportation.

This guide shares a recommended communication platform grounded in affordability, practicality, pollution reduction, and consumer choice. It provides helpful tips on what to say (and what not to say) when striving to connect with real people on the topic of clean vehicles. Together, these insights form a data-driven EV marketing strategy that strengthens public understanding and support for clean transportation.