When is an EV just a car?

Last Friday afternoon, I visited Everything Electric South—exactly a year since my last visit. I was eager to reconnect with friends and explore the latest offerings from brands like BYD EUROPE, GWM ORA UK, MG Motor UK Ltd, Polestar, OMODA UK, Ford Motor Company, Volvo Cars, Nissan Motor Corporation, Tesla, and Hyundai Motor UK.

Thankfully, the rain had stopped, and the sun decided to make an appearance, brightening the event.

However, before I left, my excitement took a hit with a WhatsApp message from a friend who said they wouldn’t be attending. 🙁 “…it’s an audience all into EVs. Clicky,” they remarked.

This, despite the fact that my friend works for an EV brand! It got me thinking—is there still a need for EV-only events, or are they reinforcing siloed thinking?

There’s no denying that two distinct camps have emerged: passionate EV advocates and staunch EV critics. They seem worlds apart. But is this division helpful?

Savvy brands are recognizing it isn’t. Take Renault, for example—I've been really impressed with their current direction.

Their ‘Renaulution’ campaign is injecting the perfect blend of personality, nostalgia, humour, and technology into the car market. In a landscape filled with indistinguishable SUVs, they’re shifting the focus back to what truly matters: the car itself.

Have you seen the new R4, R5, and the upcoming Twingo? C’est magnifique!

I also love what sister brand Dacia is doing right now.

In an AutoExpress interview, outgoing Renault UK boss Guillaume Sicard said: “Don’t talk about Scenic being an EV. Don’t say, ‘Oh, Renault is launching a new EV.’ Just say Renault is launching the best family SUV car… And then you can say, ‘By the way, it’s electric – but don’t worry, because the range is massive’.”

Now, that’s more like it! The car needs to be the star!

Others are catching on too.

My standout car of the show was the soon to launch Hyundai inster—a fun, stylish, and thoughtfully designed hatchback that immediately brought to mind the original Fiat Panda, a true classic of its time.

Much like the Panda, the inster is set to provide affordable, efficient transport for everyone, getting people from A to B with ease and, most importantly, with a smile.

That, to me, is what cars should be all about. What do you think?

If you work within automotive, be it a retailer or at brand level, we’d love to understand your view and talk to you about the future of auto retailing. Why not schedule a FREE 30-minute assessment today here? It will be well worth your time.

Or alternatively read more about Local Marketing on our blog page "Local Thinking': https://www.weareacuity.com/local-thinking-our-blog

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