As automakers prepare to roll out battery-run cars, how will they dodge the ultimate obstacle — changing the consumer perception that electric cars are more trouble than they’re worth? Adweek has published an article on what it describes “as the bumpy road ahead for electric-car makers.”
The article provides details in several areas:
* The Next Big Thing: More and more electric cars coming from a wider range of automakers – from BMW’s Mini-E to Nissan’s Leaf; making the move to the mass market;
* Current consumer perception: “range” anxiety, higher price points, and the need to learn about more options in the category – how will automakers change minds?;
* A need for the uncomplicated: educating the average consumer through advertising;
* From the traditional test drive to viral marketing – marketers going all out.
