27 Jul '12, 3pm

Electric Car Industry Sums Up Progress, Challenges At Plug-In 2012

The biggest task for advocates and owners is to “get butts in seats .” It was widely agreed that the driving experience of an electric car can’t be understood without actually letting new potential buyers drive them. Now that cars are available—on attractive lease terms too—it’s up to owners and carmakers to let as many people as possible test-drive their cars. As the saying goes, “it takes an owner to make an owner.” Marketing must be completely retooled , to highlight the intense emotional connection plug-in owners have with their cars. As one speaker pointed out, current Chevy Volt ads with owner testimonials never show the car in motion. Where’s the excitement? Where’s that special driving experience? And how do you expect people to want a car that they’re being told is good for them—just like castor oil? Dealerships remain a challenge . It takes up to four times as lo...

Full article: http://www.greencarreports.com/news/1078004_electric-car-...

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