Marketing of Electric Vehicles

Sustainable technologies in the transport sector hold the promise to reduce harmful emissions and use resources more efficiently. However, these technologies still face difficulties in infiltrating mainstream markets. This research explores how electric vehicles can best be marketed to increase adaptation and use by consumers. After reviewing marketing and green marketing theory, a qualitative research was conducted. Empirical data from semi-structured interviews with employees responsible for the marketing of two car brands and three car leasing companies that have electric cars available and actively promote them is analyzed and compared to get an overview of how these companies advertise electric cars and what they found important aspects to emphasize in their marketing to convince consumers to choose an electric vehicle. The findings of this research indicate that the marketing campaigns should be educational, and emphasize the performance, convenience, and low usage costs of an electric vehicle.