The Department for Transport (DfT) has launched a new electric vehicle (EV) marketing campaign to boost demand, following concerns from some in the industry about the impact of future pay-per-mile road pricing.
The ‘Get that electric feeling’ campaign launched on January 19 and will run across TV, radio and digital channels.
It highlights potential savings from EVs, including purchase discounts of up to £3,750 and annual running cost savings of up to £1,400.
The move comes as some in the automotive industry have warned that proposals for a future pay-per-mile tax outlined in the latest Budget could deter drivers from switching to EVs by adding uncertainty to long-term ownership costs.
While this new pro-EV campaign is not officially linked to that pay-per-mile tax decision, the DfT said these marketing efforts are to reassure consumers by focusing on affordability and ease of use.
It follows more than 50,000 drivers already using the Electric Car Grant, which offers discounts of up to £3,750 on new EVs.
Drivers are also being reminded that they can save up to £1,400 a year on fuel and maintenance, and access more than 87,000 public charging points across the UK.
Testimonials from EV drivers
Keir Mather, aviation, maritime and decarbonisation minister, said the campaign is designed to highlight the cost savings available from going electric, with the core message that “going electric has never been easier”.
The campaign features testimonials from existing EV drivers and aims to address concerns about affordability and practicality.
It will also appear in out-of-home locations, including petrol stations, shopping centres, motorway service areas and roadside digital displays.
Ian Plummer, chief customer officer at Autotrader, said: “With almost two-thirds of buyers now considering EVs, according to our latest research, reinforcement of the benefits of electric car ownership is key to ensure consideration translates into buying.
“Electric cars are a great option for many drivers and with nine in 10 people who have already made the switch saying they won’t go back, now is a great time to find out more.”
Vicky Edmonds, chief executive of EVA England, endorsed the Government’s support to actively promote the benefits of EVs.
She added: “Campaigns like this play an important role in building confidence, but more must be done to make switching realistic for everyone.
“Public charging must be affordable for drivers who rely on it, and stronger support to help lower-income households access both the new and used EV market will let more people enjoy the benefits of electric vehicles without the barrier of high upfront costs.”