How PR Can Help Brands Accelerate Electric Vehicle Adoption in India

Authored by Santosh Chandrashekar, Senior Account Director at Star Squared PR

India is in the midst of an EV revolution. The Government of India has stated that by 2030, 30% of all vehicles will be electric. This vision sets the groundwork for a monumental shift towards sustainable mobility. While government incentives are crucial, automakers and their PR strategies will make a real impact. Public relations will play a key role in shaping consumer perceptions, building trust, and guiding potential buyers towards choosing electric vehicles.

EV Market in India: What Is the Potential?

The Indian EV market is projected to grow at a CAGR of 49% till 2030, and can achieve 17 Million units a year by 2030. Two-wheelers are leading this surge. But consumers are still questioning the range, charging capabilities, and battery life of EVs. In fact, 5% of India’s car buyers do not intend to buy EVs in 2024 as they are expensive upfront and believe that there is still a long way to go in terms of setting up the EV infrastructure in the country.

In order to overcome these, automakers will need a holistic PR program that combines data, strong narratives, and consumer-focused storytelling to build trust and encourage EV adoption in the country.

Shifting Mindsets and Educating the Market Through Data-Driven PR

For consumers, the biggest obstacle in EV adoption in India is its upfront cost, and lack of transparency in finance. The government offers rebates on electric cars and bikes, public transportation, and charging infrastructure through programs such as FAME II that many customers are unaware of. A focused, data-driven PR can bridge this gap by educating consumers about incentives and the long-term savings they will enjoy by switching to electric.

Though EVs are more expensive upfront, the total cost of ownership (TCO) is typically less than an internal combustion engine (ICE). The International Energy Agency (IEA) claims that the TCO of electric cars in India will be better than ICE vehicles by 2027 due to the falling prices of batteries and higher prices of fuel. In addition, the IEA estimates that electric two-wheelers could rival ICE vehicles in terms of TCO as early as 2025 due to reduced maintenance and growing government incentives. This presents a great opportunity for automakers to utilise their PR efforts to appeal to cost-sensitive customers and drive more EV adoption.

Ather Energy is a perfect example of this strategy. The firm has done a great job of leveraging the industry studies and company data to showcase the fuel and maintenance cost savings on its electric scooters compared to ICE vehicles. Additionally, Ather’s efforts have largely centered on educating the public about government subsidies, such as FAME II, and how potential buyers can avail monetary incentives. Such a move has found favour with both budget conscious consumers and those interested in sustainability, solidifying Ather’s position in the market.

Reaching Consumers Through Influencers

Consumer preferences in India are very different. A one-size-fits-all approach doesn’t always work especially in the competitive auto market here. PR agencies must engage local influencers and EV advocates to produce more local, relatable endorsements that can reach various demographics. According to the Advertising Standards Council of India, 64% of consumers believe that brands are more trustworthy when endorsed by influencers. This strategy is mirrored in Tata Motors’ recent campaign for the all-new Nexon.ev. The company partnered with well-known influencers and EV enthusiasts to promote the Nexon.ev’s capabilities and solve a range of issues that people have, including range anxiety and charging difficulty. Instagrammers and YouTubers also broadcasted insider knowledge, creating connections with a larger community. This was a way to highlight the advanced capabilities of the car and showcase Tata Motors’ efforts in sustainable mobility.

Building Trust Through Openness

The EV industry needs consumer trust to succeed. Consumers are increasingly concerned about battery disposal, and they want to know how brands are looking at maintaining safety standards. Automotive brands can get in on the act by highlighting sustainable and safe practices through PR. They should also promote future plans and strategies for product improvements. The more open companies are in providing information about their safety standards and product performance, the more trustworthy they become. 

Hero MotoCorp’s launch of the Vida V1 electric scooter in 2022 serves as a strong example. The manufacturer emphasised the scooter’s removable battery, home charging feature, and low operating costs of 0.18 per km, specifically solving affordability issues. Such straightforward messaging helped build confidence and reassured consumers of the positive effects of moving to their electric vehicles.

Final Thoughts

The electric car revolution in India is not a mere policy initiative; it’s a brand opportunity. Automakers and PR agencies have a major task to inform consumers, resolve concerns, and establish trust. By crafting strong, consumer-focused narratives and highlighting real-world benefits, brands can accelerate the adoption of electric vehicles.

Infrastructure and environmental challenges still exist, but brands can navigate these with proactive and strategic messaging. There is no turning back from the path to sustainability, and those with good PR at the helm will be leading India’s EV revolution.

 DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.