EV adoption is happening...in an unexpected place

The auto industry is on the verge of a transformation that will change the way we interact with cars. In the last year alone, we’ve seen a wave of automakers – from Ford to GM to VW and more – come to the market either with new EVs, announcements about EVs in the works, or commitments to begin switching exclusively to EV production. Some have even reintroduced major nameplates as EVs, a symbolically meaningful step that proves a deep commitment to the category’s future.

That said, for many consumers, the idea of switching from gas-powered cars, or even hybrids, to fully battery-powered, electric vehicles remains pretty unsettling. Consumers aren’t just being asked to buy something new, they’re being asked to come along for a wild ride as automakers and governments reimagine the very foundation of automobility! Suffice it to say, mainstream adoption of EVs isn’t just going to happen because OEMs roll flashy cars off the line. It’s going to take an ongoing dialogue, a conversation, in which consumers eventually convince each other to take this bold leap of faith.

But there’s one corner of the universe where that conversation is already taking flight...Twitter.

A recent study found that people surveyed on Twitter are 90% more likely than people not on Twitter to say they’ll own an EV within the next two years.¹  And over the past year alone, this ardent group of EV evangelists has helped generate over 6M Tweets about EVs, comprising over a ⅓ of all auto-related conversations on the platform.

And when it comes to new technology like EVs, this kind of energy in the conversation matters, and ends up driving consideration among mainstream audiences. According to our survey, in-market Twitter users who plan on purchasing a car in the next year report that seeing more Tweets about EVs in their feeds is making it easier for them to picture themselves in one. ² And now, more than ever, people surveyed on Twitter are seeing more and more EV conversation in their feeds. In fact, almost ⅓ of people surveyed report that they’re seeing more EV conversation in their feeds this year than last year. ³

Interestingly, the same survey also indicated that while there is plenty of consumer interest on Twitter for EV adoption, there is lagging awareness of the brands that actually offer an electric vehicle. ⁴  That’s why relative newcomers to the category, such Ford, are leaning into Twitter’s group of enthusiasts – whether by revealing new EVs in real-time, virtual events on the platform, or by finding new ways to generate excitement and conversation.

As Marla Skiko, US & Global Head of Media at Ford explains: “We’re thrilled to be making big moves in EV by electrifying our most iconic vehicles – from the Mustang Mach-E and F-150 Lighting to the E-Transit for our commercial customers.”

“Twitter is a great platform for us,” Skiko added, “because we can tell our EV story in real time; we’re committed to being ‘always on’ for our customers, delivering exceptional experiences while we work toward our goal of carbon neutrality by 2050.”
 

So how can EV OEMs looking to generate excitement – and fuel adoption – of EV vehicles connect to this supercharged conversation on Twitter? Here are a few ways they can start:

1. Don’t hesitate to jump in, even if you are just defining your commitment to the shift and don’t yet have a vehicle ready for the market. This is clearly a conversation you can already begin to shape, and where you can already drive impactful brand metrics.
2. Invest in building awareness that your brand even produces an EV or has a commitment to the shift. As our research showed, there’s a sizable gap between interest in EVs and awareness of the brands that make them. That’s a huge opportunity to lay the groundwork for long term growth!
3. This is really a time to stake out your brand’s voice in the conversation. People on Twitter have told us that they want the brands to be a part of the conversation around their mental barriers to adoption – from charging stations to cost and more – so be prepared to jump in and address those issues head on.

Ultimately, adoption of EVs is going to take an ongoing conversation between OEMs and consumers. But Twitter’s audience is ready for the EV revolution; and in fact, on Twitter, it’s already happening.

About

Twitter is what’s happening in the world and what people are talking about right now. From breaking news and entertainment to sports, politics and everyday interests, see every side of the story. Join the open conversation. Watch live streaming events. Available in more than 40 languages around the world, the service can be accessed via twitter.com, an array of mobile devices and SMS. For more information, please visit about.twitter.com, follow @Twitter, and download both the Twitter and Periscope apps at twitter.com/download and periscope.tv.
 

¹Source: Twitter Insiders US, Electric Vehicles & Social Media, March 2021. Base: Twitter Users, n=587, Non-Twitter Users who use other social media, n=534

² Source: Twitter Insiders US, Electric Vehicles & Social Media, March 2021. Base: In-Market Twitter Users, n=144 Q8. How much do you agree or disagree with the following statements?

 ³ Source: Twitter Insiders US, Electric Vehicles & Social Media, March 2021.Base: In-Market Twitter Users, n=144, Twitter Users, n=587, Non-Twitter Users who use other social media, n=534 Q10. And is that amount of Tweets you see about electric vehicles more, the same, or less now than compared to a year ago?

 ⁴Source: Twitter Insiders US, Electric Vehicles & Social Media, March 2021. Base: Twitter Users, n=587, Non-Twitter Users who use other social media, n=534