Electric Vehicle Brands Want to Move Beyond Politics—and Range Anxiety

Electric vehicles aren't just for climate nerds. That was the underlying message of this year's Electrify Expo, a multi-city event promoting electric cars, bikes, motorcycles, and other battery-powered modes of transportation. Marketers from Ford, Nissan, Toyota, and others are working to clear up consumers' confusion around charging and simplify the switch from internal combustion engines to electric. But they're also hoping to tap into a group of buyers that's been skeptical of EVs: political conservatives. "EVs, unfortunately, have been politicized," BJ Birtwell, CEO and founder of Electrify Expo, told ADWEEK during the event in Austin, Texas. Over the last year, Birtwell said, his impression is that the event has seen "tremendous growth" among conservatives, based on conversations he's had on the ground with attendees. Bringing EVs to the masses The Electrify Expo allows people to "engage with your vehicles, learn about your vehicles, [and] drive your vehicles without as much of a sales-y experience," explained Jack Warren, account executive at GMR Marketing, the agency that produced Nissan's activation at the Electrify Expo. More automakers sign onto the three-year-old event each year in the hopes of getting more "butts in seats" of battery-powered cars. This year, six new auto brands joined the event, with at least three more slated for 2025, for a total of 23. During the two-day stop at Austin's Circuit of the Americas—one of eight cities the festival visited this year—around 25,000 people attended. "Butts in seats" is an oft-repeated phrase within communities of EV enthusiasts, shorthand for the idea that people will be more swiftly won over by how fun it is to drive EVs rather than how good the cars are for the environment. Nearly 14 million EVs were sold globally in 2023, according to data from Accenture. That's a 35% year-over-year increase, but a slower increase than the 55% jump in 2022 or the 121% increase in 2021. "Electrify Expo has been extremely important for us in terms of building awareness," said Tom Somerville, marketing director, for what Ford calls "enthusiast" electric vehicles. "Experience is one of the best foundations for helping to communicate—or dispel preconceived notions—around electric vehicles." The kinds of people interested in electric vehicles are "constantly changing," Somerville said. "We're trying to meet people where they are. Not only product changes, but also some of the messaging changes." Politically conservative buyers have historically been less interested in electric vehicles, according to survey data from YouGov. But this year, for the first time, more conservatives than liberals considered buying cars from Elon Musk-owned Tesla. Musk has strong ties with conservative President-elect Donald Trump. While the majority of right-leaning car buyers still aren't keen on battery-powered cars, the Musk factor seems to be thawing some of their resistance. In March, 83% of Republican-identifying survey respondents told YouGov that they wouldn't consider buying an EV. By September, that number dropped to 74%. In an effort to scoop up more right-leaning shoppers curious about EVs, the Electrify Expo is dropping Austin from its 2025 tour. Instead, the festival's Texas stop will be in Dallas. "This is not a left-leaning form of transportation anymore," Birtwell said, miming air quotes. "This is transportation for everybody. Doesn't matter which way you lean. Come check it out and see if it's right for you." Tackling range anxiety Hesitation around EVs is about more than just political affiliation. Many consumers still feel that battery-powered cars are less reliable and more expensive, and aren't confident they'll be able to charge when they need to. To address those concerns head-on, Ford launched a campaign on Oct. 1 about what potential EV owners need to know before buying. The "Ford Power Promise" campaign focuses on dispelling myths and educating people on at-home charging, on-the-road charging, how EV batteries work, and the ongoing support and guidance that the brand offers to owners. The campaign also coincides with a promo offering free standard installation of an at-home charger for anyone who purchases or leases a Ford EV before Jan. 2, 2025. The goal is that "people feel comfortable to take this step, because they know that we're there to help no matter where they are, no matter what," Jessi Leahy, head of retail execution and innovation at Ford, told ADWEEK during the Electrify Expo.

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Electric Vehicle Brands Want to Move Beyond Politics—and Range Anxiety

Electrify Expo saw growth among conservative buyers and practical marketing messages

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