Accelerating engagement – target EV customers with smarter content

The electric vehicle (EV) market has entered a new era – once a niche category reserved for early adopters, EVs are now a growing part of the mainstream automotive landscape. In 2023 alone, over 14 million EVs were sold globally, representing 18% of all new car sales. And while China continues to dominate with over 75% of global EV sales, Europe and North America are gaining pace, signalling a shift that’s both global and irreversible.

In the UK, adoption continues to grow steadily. According to the UK Government’s National Travel Attitudes Study (NTAS), nearly half (49%) of those planning to buy a new car say they will opt for an ultra-low emission vehicle. Infrastructure is key too and the total number of public charging points in the UK has now surpassed 59,000, with the government continuing to incentivise infrastructure expansion and cleaner vehicle ownership. But while the sales trajectory is promising, the broader EV ecosystem, particularly around education, communication and consumer support, still has significant room for growth.

This presents a rare opportunity for marketers and industry leaders. The EV customer is engaged, motivated, and curious, but they are also often confused or misinformed. As a result, the content ecosystem surrounding EVs must evolve as rapidly as the vehicles themselves.

The modern EV buyer

Who is today’s EV buyer? In the UK, they’re more likely to be male and from a higher-income household (over £50,000), according to NTAS. They consider themselves knowledgeable – although this self-perception reveals a stark gender and income divide, with women and lower-income groups far less likely to feel confident in their understanding of EVs.

They are also more likely to be motivated by practical factors than idealistic ones. Yes, environmental benefit ranks highly, but lower running costs (75%) and convenience of recharging (67%) are more decisive influences. The perception gap around range and charging availability still persists: 60% of people believe EVs lack sufficient range, and 59% believe there are not enough public chargepoints. Cost also remains a barrier, with 80% saying EVs are too expensive to buy.

Filling the content gaps

This is where strategic content comes in. Right now, there is an abundance of information – but not always the right information. The consumer journey from EV curiosity to confident ownership is often fragmented and frustrating. Independent EV-focused publishers like Electrifying.com and Fully Charged have risen to prominence by offering accessible, jargon-free insights, reviews and how-tos. But there remains a gap in authoritative, brand-led content that reflects the real questions consumers are asking:

• How long does it really take to charge – and how much will it cost?
• Can I charge at home with a standard socket? What will that mean for my energy bill?
• What’s the real range in winter, or when driving long distances?
• What are the tax and financial implications for company car drivers?

These are the kinds of concerns that can negatively affect a purchase decision but brands that offer clear, trustworthy content addressing them directly stand to build both trust and long-term loyalty.

Ensuring your content is a success

So how can marketers tailor their strategy to meet the needs of the modern EV customer?

1. Think like a first-time buyer: Assume the reader is knowledgeable enough to be interested, but still unsure about the practicalities. Create tiered content that starts with the basics and leads into deeper, technical topics.
2. Answer real-life questions: Use search data, sales team feedback and customer queries to build content that’s anchored in lived experience. Buying guides, ‘myth-busting’ explainers, charging maps and cost calculators are just the start.
3. Use real voices: Reviews, testimonials, and influencer content from genuine EV owners can offer authenticity that brand-led content alone can’t replicate. Consider partnerships with EV content creators to bridge the trust gap. And tell stories. The power of real life stories to place facts into context should never be underestimated.
4. Keep the conversation going: EV ownership is a journey, not a transaction. Whether you are a car brand, involved in charging infrastructure or just keen to help people stay informed, consider the aftersales element too and include content around servicing, software updates, accessories and long-distance travel.
5. Think about the audience: Knowing that many EV purchasers are in the higher income brackets, consider the requirements of this audience. In our blog on ‘The changing face of the luxury consumer’ we highlight that previous luxury consumer demographics with spending power (Generations X and Y) have now also been joined by a new wave of luxury consumers, who are younger Millennials and Generation Z. This generation of luxury consumer is driven by a desire to connect with brands and products with sustainability and ethical practices at their core and will respond well to content regarding battery recycling, alternative energy sources and carbon off-setting linked to EV usage.

The rise of the brand community

EV buyers often become brand advocates, particularly when they feel informed, supported, and part of a wider community. Creating forums, loyalty programmes, owner events, or exclusive content platforms helps build a sense of belonging and advocacy. Tesla’s referral programme and online community are a powerful case in point, while Polestar’s minimalist, tech-forward content strategy resonates with a digital-native audience. More than ever, successful brands are those that position themselves not just as manufacturers, but as mentors, guiding consumers through an entirely new way of driving, charging and thinking about mobility.

What’s next?

The global EV transition is not just a shift in powertrain technology, it’s a seismic cultural shift in how people perceive and interact with mobility. Marketers and senior leaders in the automotive and EV industries must think beyond product features and charging stats. They must become enablers, educators, and experience designers.

Now is the time to ask – are you offering the clarity, authority, and imagination your EV customers are looking for? Or are they getting those answers elsewhere?

For brands willing to invest in meaningful, strategic content, the road ahead is wide open.