Saturday, November 14, 2020

eMobility Marketing

 Marketing For eMobility Brands

McKinsey published a 2019 / 2020 121 page report on the future of mobility, which is all electric. Great for the planet, and a whole new world for how we transport people and product. In fact the 2020 eMobility ecosystem is worth $390 B according to an Altran report, which also noted that even as early as 2017 1.2 M electric vehicles were sold. A whole lined up of new 2020 ev trucks are coming out  which includes the EV Hummer, Electric Ford, Lordstown Endurance, Bollinger B2, Nikola Badger, and of course the Tesla Cybertruck and Rivian R1T. 

Start-Up eMobility Marketing
electric lightning

eMobility start-ups like Tesla's electric vehicles (electric cars, cybertrucks & electric semi trucks) or the less well known Rivian (trucks) sought to be first to market with differentiated ev car & truck designs, features, and safety systems. Many are or will capitalize on emerging EV trends such as: connectivity, autonomous self driving cars, trucks and semi-trucks, car and truck subscriptions, personalization, and more on-demand ride-sharing. Some will compete on price, like Chinese Kandi's K27 that will debut in California for $7999. Speaking of Chinese EV start-ups, did you see that Nio's EV stock surged 9%? Because China has committed on so many levels to taking the country fully electric, we are likely to see Chinese brands leading the electrical vehicle market by 2025 or before. 

Start-ups will be relying on ultra cool factors that are swiftly publicized and become viral on social. Expect marketing to be just as unorthodox and guerilla "Musk" style, whereas established enterprise brands may be just gaining traction in the space will dedicate large dedicated marketing campaigns to the effort that will span all channels and eventually absorb consumer attention, with the exception of a few notable darlings, like Tesla. 

Enterprise EV Marketing

While the start-up game has an edge when innovation and other special features are a factor, large companies like Volkswagen, Volvo, Daimler etc. have entered the scene. In 2019 Volkswagen launched an international emobility marketing campaign, and 2020 saw some noticeable gains in production, but 2021 is predicted to be the electric revolution. 

Enterprise brands are just now polishing their marketing campaigns to roll out in earnest in 2021, along with what we can expect will be matching production goals. Expect these campaigns to be agency driven, with big budgets and executive eyes on every aspect of the KPIs. Unlike start-ups that may use OKRs to measure success, established brands will still be grinding hard on more traditional forms of tracking results. 

And, therein lies the challenge, in creating products that have the same brand swagger and electrifying design impact that has become the norm for companies like Tesla - which just released and simultaneously sold out of the lightning bolt bottled tequila (comment if you have any for sale).  Naturally the $250 per bottle started out as an April Fool's joke. 

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