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TV and online vital to convert buyers to electric cars, YouGov finds

Volvo XC40 Recharge at an EV charge point

To convert UK motorists into electric car buyers soon the automotive industry will need to invest most heavily in television and online channels, according to a consumer study by YouGov.

It found that the marketing channels most likely to grab the attention of drivers who are open-minded to having electric power in their future vehicle were online adverts (social networks, websites, on-demand TV services) at 59% and TV advertising at 50%.

While TV campaigns may be the preserve of carmakers and the largest retail groups, all dealers have a part to play particularly in winning over consumers out-of-home, as almost one in four drivers felt in-store promotions would win their attention and one in five noticed billboard and poster advertising.

These results come after findings from Lloyds Banking Group in the summer that one in two motorists expect to buy an electric car in the next decade.

At that time, Richard Jones, managing director of Lex Autolease and Black Horse, Lloyds Banking Group, said: “Drivers attitudes towards electric vehicle ownership are changing and the positive sustainability and running cost benefits are clearly cutting through.

"This trend is set to continue as society establishes new-norms after more than a year of upheaval."

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