- The UK’s largest online car marketplace, Auto Trader, along with EV charging industry voice ChargeUK and the Society of Motor Manufacturers and Traders, have launched a new campaign to combat EV misinformation in the UK.
- Putting together a series of simple facts that correct EV myths commonly touted, the information has been given further authority by being endorsed by the Department for Transport.
- The campaign comes after earlier Auto Trader research found that a significant proportion of UK consumers believed false facts around electric cars, such as the myth that EVs are more likely to catch fire.
UK industry fights the FUD
The anti-misinformation campaign, which consists of both a poster and a deeper dive into the facts on Auto Trader’s website, gives answers to the key questions that would-be EV owners are asking. This includes pricing and lower running costs, highlighting the closing gap in purchase price between new EVs and new ICE cars, while also mentioning the impressive deals available on the second-hand EV market. It also outlines the UK’s ever-growing public charging network, particularly important for those currently unable to charge at home, highlighting the 71,400-plus public charge points available in the country so far. Additionally, the campaign also fights misinformation about EV batteries – giving data on reliability, drivable range, and the lower risk of EV fires compared to other fuel types.
Earlier Auto Trader research showed that many consumers believe false facts about electric cars. 72% of consumers surveyed had heard the myth that ‘EVs catch fire’, with 44% of those believing that fact was true. Additionally, 70% had heard the statement ‘EVs aren’t cheaper to run’ before, with 33% believing this was true. Helping consumers overcome any fear, uncertainty, or doubt (FUD) they have about electric cars is therefore crucial to getting more people behind the wheel of an EV, particularly before the new car ZEV mandate – and campaigns such as this will be key, even as EV infrastructure continues to improve over the coming years. For this specific campaign, facts and data will be regularly updated, keeping it a reliable source of EV information for consumers.
Erin Baker, Editorial Director at Auto Trader, commented:
“Electrification is a significant change and with change comes uncertainty and confusion and that’s why we’re trying to help share more balanced and fact-based narratives with both retailers and consumers to give everyone confidence to navigate their electric journey. Often this comes down to the fear of the unknown and this is clear when consumers tell us how much they love their electric cars. We’d encourage anyone unsure about electric vehicles to do their own research with unbiased, fact-based content – or better yet, why not find an electric car driver and chat to them. And if you haven’t driven one yet – do it, they are really changing the car game.”
Mike Hawes, Chief Executive Officer at SMMT, added:
“Thanks to manufacturer investment, drivers have a massive choice of EV models, and picking the right one for their needs depends on having facts, not fiction. More than a million motorists have already gone electric and been delighted by their decision, with many benefiting from lower running costs, an outstanding driving experience and a smaller carbon footprint. But making the switch can be daunting for some, given the need to consider charging as well as driving so a single source of truth can avoid any confusion. And that truth is that the time to go electric is now.”
