THE IMPACT OF
The Ripple Effect of the Automotive Industry's Transformation
Every once in a while, a revolutionary product comes along that changes
- STEVE JOBS
Electrification of the Automotive Industry is a Massive Disrupter
It's a tipping point to societal change
of New Cars Sold in 2019
of Sales by 2030
WE'VE SEEN THIS BEFORE...
THE
THE
CHANGED OUR LIVES FOREVER
1st landline call made in 1876 allowing us to communicate with people regardless of distance
TOOK THE EVOLUTION FURTHER
1st smartphone released to the public in 1994, starting us down a new path
The Adoption of the Smartphone Changed our World Forever
INFLUENCING EVERY ASPECT OF LIFE
PEOPLE
HOW WE
38% of internet users worldwide
use their mobile phone to make
video calls
HOW WE
31% of U.S. retail commerce
sales happen on mobile
BUSINESSES
COMMUNITIES
OUR
Globally, 4.15B people actively
use social media on a smartphone
THE SMARTPHONE WAS A
... ELECTRIC VEHICLES WILL BE AS WELL
Evolved individual beliefs and attitudes towards tangible and intangible impact
Ripple effect on current
businesses and prompting new business ventures
Improved quality of life in communities & gateway
to sustainable mobility
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PEOPLE
BUSINESSES
HOW WE
Consumers "feel like [they are]
embracing the future & contributing
positviely to the environment."
HOW WE
Auto workers need to be retrained, while hotels and gas stations
are starting to install charging stations on-premise.
COMMUNITIES
HOW & WHERE WE
EVs result in less air pollution,
while green communities often become preferred places to
live, visit, and shop.
Electric Vehicles Will Change Our Lives
Jobs & Business Interactions are Reimagined
Businesses will need to adjust to the new world of electrification. Electrification will require retraining employees, updating marketing communications, and innovating for new consumer interactions with your business. From Auto companies reskilling engineers and salespeople to travel destinations adding charging infrastructure, businesses will be affected. Ultimately, electrification will be an opportunity to steal and grow share.
Attitudes and Beliefs are Influenced
People agree, this is an exciting time. While the expansive impact of auto is still being realized at the individual level, they recognize the tangible benefits it has on their lives (e.g., cost savings, convenience) and the influence it has on how it makes them feel (e.g., status, helping the environment).
"For me, [it will have] little impact, other than the fact that I feel like I am embracing the future and contributing positively to the environment.”
- EV OWNER
Quality of Life is Improved
Electrification can transform local communities. Zero-emission vehicles result in less indoor and outdoor air pollution, health hazards that disproportionately affect people of color
Meanwhile, the normalization of EVs and the expansion of charging infrastructure can help to create a clean transportation network of
e-bikes, buses, and more. These “green communities” therefore become preferred places to live, visit, and shop - boosting the local economy.
(The New York Times).
BRANDS HAVE THE OPPORTUNITY TO
Guide People Through This Evolution
Making the transition easy, seamless, and simply part of the new reality
UNDERSTANDING PEOPLE ARE...
Future
Focused
Impact
Curious
Eager &
Enthusiastic
Seeking
Reassurance
HOVER OVER BOXES FOR MORE
BRANDS NEED TO...
Infusing your
future-outlook in all marketing aspects
Meeting them with information they may not realize they need
Balancing fun and functional
Touting your authority
FOR MORE INFORMATION, PLEASE REACH OUT:
Megan Ryan
VP, Client Strategy Automotive | Megan.Ryan1@nbcuni.com
CONTRIBUTIONS BY:
Matt Balaban, Rosie Nisanyan, Alex Stern, David Evans
DESIGNED BY:
Alliana Semjen
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"I am highly interested in EVs because of their technology being much more complex & interesting than traditional cars.”
– EV OWNER
"[I would want to learn] the benefits of going electric & have product specifications laid out clearly for the layman to understand.”
– EV OWNER
"I am really interested in having an EV in the future [...] I think the overall concept is genius & I think everyone should be more interested in electric vehicles and what they can offer.”
– NON-EV OWNER
“[I’m concerned about] charging stations and their location and availability, as well as issues with battery disposal and range anxiety.”
– EV OWNER
Globally, Electric Vehicles Accounted for Less than
& Are Estimated to Account for
Click for source
Source: 1. IEA Electric Cars Fend Off Supply Challenges To More Than Double Global Sales, January 2022; 2. McKinsey, Why the Automotive Future is EV, September 2021
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Source: 1. DataReportal, Hootsuite and We Are Social, Digital 2021: October Global Statshot Report, October 2021; 2. comScore, 2020 State of Retail Preview, October 2020; 3. We Are Social, DataReportal, and Hootsuite, January 2021
JUST LIKE THE SMARTPHONE
THE IMPACT OF ELECTRIFICATION ON
Click for source
Source: NBCU Qualitative Research, January 2022; Note: In Winter 2022, NBCU conducted proprietary research to understand American consumers' perspective of electric vehicles and their influence.
of New Cars Sold in 2021
Nearly
Gas stations can demonstrate their future vision of the
re-fueling experience
The tourism industry can create resources to facilitate electrified travel
Auto manufacturers can showcase unique EV model benefits
(e.g., charging your home)
Charging networks can highlight their efforts to expand across diverse communities
Click for source
Source: NBCU Qualitative Research, January 2022; Note: In Winter 2022, NBCU conducted proprietary research to understand American consumers' perspective of electric vehicles and their influence. EV Owners
