The Race to EVs And How to Communicate The Need For Adoption

  • 6 months ago
  • 6 Minutes to Read

Electric vehicles, so what’s the deal?

These cleaner, greener supercars have obviously got our vote and with the recent growth in sales we’re thinking they may have got a few more too. 

In order to reach net zero targets, the government has promised to ban the sale of new petrol and diesel cars by 2030… but is this radical enough? It’s great to finally see these committed steps in the right direction, steps which are vital in the bid to help fight the climate breakdown. But our question, how will we get there?

At the end of 2019 there were 31.9 million licensed cars in Great Britain, over 31.1 million of these were petrol and diesel powered. That’s a heck of a lot of cars, don’t you think?

Now we’re not saying that ending the sale of these vehicles within the next decade isn’t achievable, but what we are saying is that in order to achieve this goal and the promise made by Bojo, we need to see further action. Words are great (you know how much we love them) but more needs to be done in how we communicate the benefits of EVs and the role they will play in the future.

We’ve seen a big increase in the adoption of EVs over the past year. The pandemic, for all the hurt and pain it brought with it, has made many of us really evaluate our own actions and how they impact the planet. Our shared experiences have pushed us to really think about the steps we can take in order to create change. This, in part may be the reason that sales of electric cars have increased by a phenomenal 43% globally, even though overall car sales have seen a drop of a fifth over the course of the pandemic. This increase doesn’t surprise us but we think more will still need to be done. 

Demand will need to increase further in order to push the prices down and widen accessibility across the board. Currently, while in the long run an electric car may work out cheaper than a petrol or diesel equivalent, the initial outlay is likely to be higher. However, the more people who choose electric, and the faster the technology develops, the quicker the prices will fall, making it an accessible option for the majority.

Just like Formula 1 and ICE vehicles, Formula E is having a huge impact on the adoption of electric vehicles. The technology being tested on the track is trickling down into the EVs we see on the road, which is dramatically increasing the awareness and uptake.

However, more still needs to be done in terms of the accessibility of charging points. In order to meet the 2030 ban, a fully functioning and working charging infrastructure will need to be in place to support this target. That means governments putting their money where their mouth is and creating this infrastructure and supporting local councils in order to do the same. 

We know how important it is that we meet this target by 2030, if not before. As communicators, and more specifically purpose communicators, we’re interested in how the message of EVs can be translated to the wider public.

Many may know the benefits to the planet but knowing and acting on what you know can be different things, especially when such mentioned barriers still exist. Is it the government’s responsibility to push this agenda forward and raise awareness of the impacts if we don’t see change. Or is it on each of us to keep talking about the issues we face, how we can solve them and how we can break down accessibility issues to make the solutions available to everyone? 

Honestly, we think it’s a bit of both, that coupled with holding the government to account and ensuring that we are a leading example when it comes to COP at the end of the year. With the amount of cars on the road, switching to EVs should be an easy win for the government. Allowing us to get from A to B, offering us the same experience, if not better than a petrol or diesel car, all while knowing that we’re helping to heal the planet. We’re watching to see what happens next.


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