Research shows that EV owners are buying more electric vehicles, proving that they’re enjoying the benefits of driving electric. Here’s how utilities can harness the love EVs get from those who know them best.
New data has revealed the group of customers who are the strongest advocates of electric vehicles: current EV owners.
While the finding may seem obvious, it points to an important trend in EV adoption. EV owners like their EVs. The benefits of driving electric are real, and EV drivers enjoy those benefits every day. When it’s time to buy a second car, a majority of EV owners buy another EV. It’s a ringing endorsement from those who know best.
More than 65% of EV-owning households that bought a new car in 2022 purchased another electric vehicle, according to an analysis of U.S. vehicle registration data from S&P Global Mobility. That’s an increase from 2021, when just less than half of EV owners bought a second EV. The trend has been consistent throughout 2022.
The registration data shows that Tesla continues to dominate EV sales, though its 60% market share today is down substantially from 81% in 2019. That’s because the pie is getting much bigger, with most major automakers committing to go electric. The number of EV models available in the U.S. grew from 27 in July 2021 to 45 models just a year later, representing every segment from SUVs and pickup trucks to delivery vans.
S&P Global found that EVs accounted for 5.8% of new cars registered in the U.S. in July 2022, up from 3.4% the previous year. California still leads the way with the most EV registrations, with Texas also showing strong growth.
Utilities Can Drive More Love for EVs
Energy utilities can benefit from this promising trend and spread the word to customers who haven’t yet gotten behind the wheel. Utilities should harness the enthusiasm of current EV owners and create promotions to share the real-world benefits they love so much.
There are several ways that utilities can incorporate EV owners’ positive experiences into their communications strategies:
Listen to them: It’s important to understand why EV owners are likely to buy another EV, as well as any challenges they face. Do they appreciate the benefits you’ve been promoting? Or have they discovered other aspects of going electric that appeal to them? Utilities should listen to their EV customers via surveys, social listening and other touchpoints. Their feedback can inform future program offerings and messaging strategies.
Stay connected: EV owners are among your very best customers. They are willing to adopt new technologies, they’re probably using other smart home devices, and they may have green-minded motivations beyond electrification. Stay in touch with them! A monthly newsletter covering the needs and interests of EV owners is a great way to engage with this segment, maintain a digital relationship, and keep them informed of relevant new programs.
Share their stories: As any Yelp user will tell you, the unbiased review of a friend or neighbor carries a lot more weight than a company’s advertisements. Feature the experiences of EV customers in your messaging. Ask them to share what they like about electric vehicles, and how they’ve overcome challenges. Their reviews — good and bad — will make your promotions and educational content more authentic and relatable.
Capture their advice: Perhaps the best way to tell EV owners’ stories is through testimonial videos. Videos are an effective way to show how electric vehicles fit into an everyday lifestyle. It’s also the most accessible (and popular) content format for customers. National Grid used testimonial videos to great effect to show how the utility’s EV Make-Ready Program benefited business customers from different industries.
Be supportive: As an energy provider, you have a lot to say about whether current EV owners will be future EV owners. Engaging with these customers means listening to their challenges and designing new programs and rate plans to meet their needs. Use a targeted digital engagement strategy to make sure your EV customers have the information, services and resources they need to remain advocates of electrification.
Energy utilities have been promoting the benefits of electric vehicles for years. While it was slow-going at first, widespread adoption is finally accelerating, and, as the new data shows, current EV owners are fueling that trend. Utilities can harness that enthusiasm, engage with EV owners and use their positive experiences to continue driving the momentum forward.