In the industry's ongoing transformation from internal combustion-powered to battery-electric propulsion, marketing honesty is needed for automakers and dealers to satisfy — rather than frustrate — their trusting customers.
Current electric vehicle marketing is aimed at convincing potential customers that battery-powered vehicles are in every way equal to or better than existing internal combustion engine vehicles. In effect, marketers are selling a direct substitution. They pitch EVs by claiming that every aspect of the automotive experience will improve — and that's not really the case yet.
Yes, in many ways, EVs have superior technology: They produce far fewer atmosphere-harming emissions and offer a more powerful and responsive driving experience with fewer moving parts that are susceptible to breakage. But their significantly higher price, refueling difficulties in terms of time and infrastructure, and lack of range continue to keep battery-electric vehicles from achieving truly equal footing with their more established rivals.