Brands focus on awareness creation and myth-busting exercises, community building, influencer engagement and mainstream promotions
Martin Schwenk (L), MD and CEO Mercedes-Benz India Pvt. Ltd., and vice president-sales and marketing Mercedes-Benz India pose for pictures during the launch event of the Mercedes AMG EQS 53 4MATIC+ sedan electric vehicle in Mumbai on August 24, 2022. Image: INDRANIL MUKHERJEE / AFP
For 28-year-old Shreyas Sharma, buying an electric scooter was a big decision, especially with multiple incidents of vehicles catching fire. He did extensive research and decided only after an EV owner shared his personal experience.
“I decided only after my friend who owns an EV himself answered various queries and shared his positive personal experience,” he tells Storyboard18.
Sharma belongs to a bandwagon of consumers who are extremely curious and interested in electric vehicles but are often deterred by negative news and perception, myths, and lack of reliable information available to them. This is exactly what electric vehicle makers in India are trying to solve through various marketing efforts which include awareness creation and myth-busting exercises, community building, influencer engagement and mainstream promotions.