– Big auto brands like Tata Motors, Ather, Ola Electric, Audi, and Mercedes-Benz are aggressively marketing EVs.– India’s EV market is projected to reach $206 billion by 2030 (CEEW-CEF study).– Urban infrastructure is improving, but challenges remain.
– Early adopters: Tech-savvy, eco-conscious, urban professionals.– Now: Broader demographics including traditional ICE buyers and first-time luxury EV buyers (age 35–40).– Rising interest due to lower running costs, performance, and green appeal
– EV ads are not just product-centric—they focus on educating consumers.– Brands are dispelling myths around range anxiety, charging time, and EV capabilities.– Misinformation is a key challenge to overcome.
– Tata, Ather, Mercedes-Benz moved from digital-first to TV & print for mass awareness.– Ather used humorous “invisible scooter” ads to critique ICE two-wheelers.– Mercedes-Benz ran a silent car campaign to highlight noise pollution benefits.
– EV customers are becoming organic brand ambassadors.– Tata & Ather both leverage real user testimonials in digital ads.– Peer influence is triggering more conversions than traditional celebrity endorsements.
– Test rides are key to conversion—Ather and Ola offer experiential rides in multiple cities.– Audi India hosts curated driving events for luxury buyers.– Hands-on experience is crucial due to lack of familiarity.
– No Flipkart-style category builder yet in EVs—opportunity exists.– Ads avoid direct ICE vs EV comparison due to nascent infrastructure.– EV marketing is evolving, but trust-building & customer satisfaction remain vital.