Industry marketers can be honest about their EVs with consumers — and still have a compelling and lucrative story to tell.
In their current form, and despite infrastructure shortcomings, EVs are ideal second (or subsequent) vehicles in family fleets, where their attributes can remove large amounts of automotive emissions without negatively impacting family mobility. Marketing BEVs as secondary family cars means automakers don’t need to make the specious direct substitution argument and instead can appeal to their customers’ desires to contribute to stopping climate change in a meaningful way.
While the number of EV nameplates for sale in the U.S. is still relatively small compared with their internal combustion counterparts, the change in ratio is quickening and promises to continue to do so over the next few years, as our Future Product Pipeline reporting shows.
To paraphrase Voltaire, this industry should not make the perfect the enemy of the good. As EV technology further…
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