UK: Advertising to consumers considering an electric vehicle
March 29th, 2023, Hoang Nguyen

UK: Advertising to consumers considering an electric vehicle

As more people consider purchasing electric vehicles (EVs), advertising has become a key tool in reaching out to this target audience.

Ads that focus on the unique features and benefits of EVs, such as their eco-friendliness, low maintenance costs, and long-term savings, may help persuade potential buyers to choose an EV over a traditional gas-powered vehicle.

For more information and data into the E-volution and barriers facing the EV market, download YouGov’s recent Automotive Report: “The road to future car buying”.

What ad channels do people considering an EV tend to notice more than others?

Data from YouGov Profiles, an audience intelligence tool, shows that UK consumers who express an interest in an EV or plug-in hybrid as their next vehicle purchase gravitate more toward certain types of advertising. Ads found in print mediums such as direct mail (25% of this group say this grabs their attention vs. 15% of UK consumers) and magazines (16% vs. 12%) tend to be more eye catching to this audience.

EV/plug-in hybrid considerers in the UK are also significantly more likely to notice ads found in cinemas (24% vs. 15%), podcasts (17% vs. 10%), and billboards (26% vs. 18%).

What brands do EV considerers notice most?

Data from YouGov BrandIndex, which monitors brand health and marketing performance, reveals that several brands perform well in capturing the attention and recall of consumers when it comes Ad Awareness. Ad Awareness is a measure of whether consumers have seen an ad for the brand in the last two weeks.

Off the back of a marketing campaign to help consumers pronounce the brand’s name is Hyundai, which leads the pack by an 8-point margin, with more than a fifth (22.5%) of this EV audience saying they have seen an ad for the car manufacturer in the last three months.

Read about how Hyundai’s Ad Awareness tripled since Boxing Day.

Runners-up Audi, BMW and Mercedes-Benz draw similar levels of Ad Awareness from those considering an EV/plug-in hybrid purchase. One in 10 consumers in this group say they noticed an ad for Volkswagen, CUPRA, Škoda, Toyota and Nissan in the last three months.

Download YouGov’s recent Automotive Report: “The road to future car buying” to learn more about the landscape and future of the EV market.

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