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In hindsight, it looks like the electric vehicle industry missed the mark with its marketing rollout. Instead of focusing on the “save the world” environmental narrative, many folks think the industry should have touted the practicality of their vehicles. EVs are really cheap to own, mostly hassle free with very low maintenance, fast, and have a lot of cool features like a frunk. We are seeing a lot of discussion on social media about this.
Here’s a recent, thoughtful post on Reddit by jedielfninja with a long string of insightful comments from the EV community.
“Does anyone else feel like the EV rollout was one of the biggest marketing failures of the century?
I work construction and so many people have no idea what a frunk is. They have no idea how much torque and acceleration EVs have. No idea how cheap it is to charge from home.
Do you think if the “world saving” narrative were tossed in favor of the simple practicality of an EV as a commuter vehicle or even as a car camping vehicle, the public desire for them would be vastly different?
Oh yeah, when I put my coworkers in the Ford F-150 Lightning and put the pedal down, they are sold. People have no idea how amazing instant torque with no gear shift is until you show them.
Car guys love sound but also love the jerk of responsive acceleration. Simply can’t get better than an EV if you wanna get jerked – LOL.”
BranchLatter4294 responded with a comment about how well they think EVs are selling:
“I see a lot of EVs on the road, so they are selling. ICE sales peaked in 2017 and have been declining since. Gasoline usage is also dropping off. We are not really pushing EVs like other countries are.”
Zebra971 commented about what looks like disinformation:
“I keep seeing stories saying EV’s are the most unreliable, have the highest maintenance costs, are expensive, time consuming to charge and metal used in the cars will destroy the world. All complete BS. I own a EV and it has 141K miles on it so I know first hand it is BS.”
AJDillonsThirdLeg made an informative post about actually owning an EV:
“I’ve had an EV since 2018, and I’ve spent $0 on maintenance outside of tires.
The other factor that doesn’t get talked about enough.. I’ve never had to stop on my way home from work to get gas. I’ve never had to set an early alarm because I don’t have enough gas to make it to work. I go to sleep. Then I wake up, and my “gas tank” filled itself.
Not many things sucked more than having a god awful day at work then getting in my car and remembering I have to stop to get gas on the way home. Never again, and that convenience cannot be overstated in my opinion.
When I got an EV, the absolute furthest thing from my mind was the environment. I wanted the acceleration, the tech, and the convenience of never having to get gas. And I have not been disappointed.”
Green Marketing Myopia
It looks like the EV industry didn’t fully understand its prospective customer base and fell victim to “green marketing myopia.” Instead of focusing on the less divisive practicality of EVs, the industry over indexed on Green Marketing. Green marketing refers to promoting products that are believed to be environmentally safe. For it to succeed, it must achieve two things: meaningful environmental improvement, and genuine customer satisfaction. Focusing too heavily on the environmental side while neglecting consumer needs or not promoting other benefits that customers care about is what leads to green marketing myopia.
Advertising
Marketing experts have long emphasized that innovation only works when it starts with a deep understanding of the customer. When we look at green marketing over time, one thing becomes clear, and that is that green products need to deliver real value that customers actually care about.
The most successful green products do exactly that. They speak to mainstream buyers or profitable niches by delivering benefits like performance, convenience, or design. These aren’t just add-ons. They are often the main reason people are willing to pay more. Once customers see that environmental products also make life easier or more enjoyable, adoption follows naturally. For electric vehicles, this is a no brainer. EVs clearly deliver benefits way above and beyond what gas-powered cars can deliver.
Focusing on Practicality Can Pay Off
Focusing on practicality rather than environmental benefits seems to be paying off in other markets. For example, in Europe, EV adoption is reaching a tipping point that’s driven less by ideology and more by necessity and value. Automakers like Renault, Stellantis, Volkswagen, Toyota, BYD, and Hyundai are preparing to flood the market with new electric models in the coming year. These launches are not just regulatory box-ticking exercises. Many will be priced under $27,000, aimed directly at everyday buyers who want affordability without compromise.
For most drivers who make the switch to electric, there’s no looking back. Surveys show they rarely return to gasoline once they experience what EVs offer, including quiet rides, fast acceleration, and long-term savings. EVs are not just cleaner, they are better to drive and cheaper to own.
The data supports this. A recent report by the New York State Energy Research and Development Authority (NYSERDA) shows that most people choose electric vehicles, whether it’s a truck like the Ford F-150 Lightning or the best-selling Tesla Model Y, for practical, money-saving reasons rather than purely environmental ones. The top reason, cited by one third of drivers drivers, is lower charging costs compared to gasoline. This is followed by lower lifetime ownership costs at 31 percent, thanks to reduced fuel and maintenance expenses over time. Lower maintenance costs alone rank third at 28 percent, driven by fewer moving parts and no oil changes. Avoiding gasoline entirely comes in fourth at 27 percent, reflecting both economic and lifestyle benefits. Environmental concerns, specifically the appeal of no tailpipe emissions, rank fifth at 23 percent. These findings confirm that the EV value proposition is led by savings, convenience, and performance, with green benefits as an added bonus.
Practical Work Trucks
Electric trucks like the Ford F-150 Lightning are changing minds about what a truck can be. They deliver instant torque, smooth acceleration, and serious towing power without the noise or vibration of a gas or diesel engine. Owners love the convenience of charging at home, waking up each morning with a full battery and no gas station stops. The frunk adds secure, weatherproof storage where the engine used to be, while onboard power outlets turn the truck into a mobile generator for tools, camping, or emergency use. Maintenance is minimal, with no oil changes or spark plugs, and brake pads last longer thanks to regenerative braking. For many, the biggest surprise is how quiet and comfortable the F-150 Lightning feels, even while working hard on job sites or weekend getaways.
China’s Long-Term EV Strategy Is Paying Off
China’s success with electric vehicles did not happen by accident. A nationwide strategy launched in the late 2000s tied together battery production, rare earth mining, charging infrastructure, and vehicle manufacturing. The result is a fully integrated supply chain and a domestic market where more than half of new cars sold are electric or plug-in hybrid. Chinese EVs are approaching price parity with gas cars. Brands like Chery are also winning on in-car technology, which has become a deciding factor for buyers. The country’s industrial coordination has given it a global edge that that the U.S. and Europe have yet to replicate.
Bottom Line
In the immediate future, cost will dominate the conversation. That might mean more reliance on Chinese battery suppliers to hit price targets. As one industry executive put it, people now just want a great car. Whether it’s electric has become secondary. For manufacturers, that puts pressure where it matters most, and that’s delivering value, not just virtue.
Please Drop Your Thoughts in the Comments Below
What finally convinced you to try an EV? Was it the performance, convenience, or something else?
Do you think EV adoption would be further along today if automakers had focused less on “saving the planet” and more on saving you time and money?
Chris Johnston is the author of SAE’s comprehensive book on electric vehicles, “The Arrival of The Electric Car.” His coverage on Torque News focuses on electric vehicles. Chris has decades of product management experience in telematics, mobile computing, and wireless communications. Chris has a B.S. in electrical engineering from Purdue University and an MBA. He lives in Seattle. When not working, Chris enjoys restoring classic wooden boats, open water swimming, cycling and flying (as a private pilot). You can connect with Chris on LinkedIn and follow his work on X at ChrisJohnstonEV.
Image sources: Ford media kit
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Source: torquenews.com
