ABM_1 - Flipbook - Page 7
ROUND-TABLE
ELECTRIC VEHICLES
storytelling
example – that heritage and
brand identity can really help.”
While branding and reputation
are nuanced, this should not be
a new concept.
Jens-Peter Sjöberg, chief
innovation officer and founder
at Phyron AI, says: “I’m
not interested in specs, I’m
interested in how [a vehicle]
links to my values, and then
when I discover it has 500
horsepower that’s awesome,
but it’s an extra.
“It's just plain brand building.
That can include heritage, or it
could be a totally new way of
building your brand for EVs, but
when you break it down, it’s
just branding.”
The identity
factor
Messaging should tap into
self-image and emotion,
moving beyond ‘green’ to
stories that make the car
feel like a natural lifestyle fit.
"I'm a surfer. I like big, strong
vehicles that make sounds.
Then, Jeep produced their new
hybrid – this fits into how I see
myself. I can go to the beach
with my surfboards on the roof.
“There's different ways of
communicating this, but it's
always about the psychology
behind the decision. We know
that 95% of all buying decisions,
whatever they are, are based on
the subconscious mind, which is
controlled by emotion.”
The obvious ‘identity’
that comes to mind with
EVs is sustainability and
the environment. However,
Tanya Sinclair, CEO at Electric
Vehicles UK, says this can be
a misconception, and that the
successful brands are those
taking a leaf out of non-EV
manufacturers’ books.
She explains: “The car we
drive is an extension of our
identity. In the early days we
tended not to talk about green
credentials because that's not a
leading value for all drivers. We
majored on the technology.
"That's why it's so interesting
that new entrants to the market
are focused on heritage and
brand building from the outset
[...] to build market share.
"Their exponential growth
shows that they've probably
nailed it.
For Wilbraham, there is one
key factor that rises above the
rest in current EV storytelling.
He says: “Technology is really
winning out. From what we're
seeing, that is moving the needle
for customers – whether that's
a fleet operator or a retail
customer, being comfortable
that the tech is there and it will
be stable and reliable is the
key story.”
The panel is not united on
this front, however, with Aaron
Sweet, sales and partnerships
director at waEV-Charge,
making the case that price will →
With any innovation, there are
certain stages of adoption,
from enthusiastic first adopters
through to laggards. The UK is
moving into the ‘early majority’
phase. The market can no
longer rely on the vigour of the
vanguard, and must focus on
convincing those looking for
evidence, proof of concept and
relevance to their lives.
Sjöberg says: “Price is one
thing, obviously, but the brand
story needs to be done the right
way. For example, I would never
have gone EV two years back.
Q4 2025 AUTOMOTIVE BUSINESS
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