How Ford plans to market for future EVs
Selling a car is not a piece of cake. It is not as easy as stepping on the pedal and zoom from 0 to 100. Even for Ford, marketing their upcoming electric vehicles can be a daunting challenge. An excellent advertising campaign, press releases, and other marketing magical formula are needed for the sales figures to hit their target.
Next year, Ford is planning to release the 2011 Focus EV but the team handling the marketing is having a tough time coming up with a great campaign. They are dealing with a different kind of market since there is the range anxiety that is needed to be dealt with properly when they push for their EVs. Its not that the marketing team don’t have enough juices flowing but they really have to work hard to success.
The car maker has also conducted several studies to know how EV buyers think and react to EVs in general. An interesting fact is that most drivers don’t exceed a 70 mile reading on a daily basis. The Ford Focus will not have a problem meeting that needed mileage but the company needs to assure buyers that the batteries will not run out while they are in the middle of nowhere, or anywhere to be more accurate.