IPSOS DATA DROPS:
Boycotts in America
March 2025
Key Takeaways:
While consumer interest in electric vehicles has recently cooled, advertising successfully boosts overall consideration for the EV category. However, the real challenge is that a generic ad may help sell the idea of an EV, while failing to sell the specific model being advertised.
The best ads wrap practical, problem-solving features inside an entertaining and relatable human story. Ads that focus only on lifestyle "experience" or a list of features are less effective at driving consideration.
A powerful brand name is not a substitute for creativity. Even for a market leader, a simple montage of a car on a highway is not enough to capture consumer interest or imagination.
Ads boost purchase consideration — for EVs in general, at least
So, are US consumers still receptive to EV advertising? Ipsos ran a Creative Lab exploring four unique EV strategies from Volkswagen, Volvo, Hyundai, and Tesla to find out.
The findings show that EV consideration rises, at least directionally, after watching ads. This suggests an openness to EVs, with consumers citing environmental advantages and the convenience as key drivers of interest.
What’s more challenging, however, is driving consideration for the specific brand and model being advertised.
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Creativity fuels us at Ipsos, so much so that we've written a book about it. Misfits delves deep into the nature and drivers of creativity. The book identifies three core components of creativity: Creative Experiences, Creative Ideas, and Empathy.
In this EV Lab study, we analyzed each brand's strategy as it relates to these overall components of creativity.
How Ipsos views creativity
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Electric vehicle purchase consideration has trended downwards since 2021
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The electric vehicle (EV) market is at a pivotal juncture, driven by innovation and evolving policies. Yet a significant gap has emerged between the industry's push and consumer adoption, with Ipsos’ NVCS Study showing a decrease in buyer consideration since 2021. Furthermore, the “Big Beautiful Bill”, which includes the repeal of previous tax credits, has introduced uncertainty for manufacturers and consumers alike. This complex environment requires careful navigation by all stakeholders in the EV ecosystem.
What's Next
Brands should evaluate their current and planned EV advertising and prioritize investments in creative development and early-stage research. Creativity and quality are the primary drivers of brand-specific consideration.
Simply highlighting the general benefits of EVs is no longer enough to differentiate a specific model. Marketers should identify the unique, tangible features of their EV models, and build creative campaigns around those specific solutions.
The EV landscape is shifting quickly, from fluctuations in consumer consideration to the impact of government policy and technological advancements. To keep up, brands must continuously monitor shifts in consumer attitudes, purchase drivers, and the competitive environment.
TO LEARN MORE, CONTACT: Laura Dranschak SVP, Ipsos Creative Excellence laura.dranschak@ipsos.com Or visit the Ipsos Consumer Tracker archive and the Ipsos Top Topics page.
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IPSOS DATA DROPS:
Boycotts in America
March 2025
IPSOS DATA DROPs
how creativity can fuel ev sales in a stalled market
August 2025
Check out our other DATA DROPS for more compelling data & insights
Source: NVCS program year covers vehicles sold October – September. 2024 n=116,821 completed interviews.
Source: Research fielded February 25-26th, 2025 among next-four-year new vehicle intenders. N=200 quantitative, N=24 qualitative
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“The music put me in a happy mindset and watching it, just like, realizing that, you know, vehicles are more than getting from point A to point B and can help make you make memories.”
The VW ad excels in delivering an entertaining, unique experience, judged fun and upbeat across generations. But to translate this high noticeability into purchase consideration, the campaign could integrate a greater focus on the product. Zooms and interior shots would better inform potential buyers, without sacrificing the ad's vibrant and engaging execution.
Ad #1: Volkswagen, "A Life Half Full”
“This ad shows the car being driven, but they show the front. They show the side. They show the back. They show people going to the back seats. So it shows that you can actually use the vehicle, and that it’s safe.”
This feature-focused ad excels as a comprehensive vehicle tour, effectively showcasing its design, EV features, and "low carbon footprint.” But to further enhance noticeability and brand presence, Volvo could build on this foundation by weaving in storytelling and entertainment elements.
Ad #2: Volvo, “Small Looks Great”
“It was relatable. After the pandemic, everyone was heading back to work, and this is how so many people felt.“
“I like the different features that they showed. It seems like it’d make my commute easier.”
Hyundai’s humorous take on the return-to-office commute successfully blends an entertaining experience with a strong vehicle focus, though a linear, easy-to-follow story that incorporates specific product features and showcases colorful models to enhance memorability. This blend of experience and ideas is one brands should aim for in all their advertising efforts.
Ad #3: Hyundai,
“Welcome Back to the Commute”
"They kept on showing us a repeated scenario where it keeps moving on the highway. And we’ve seen that in different ads, different commercials for different cars."
While we anticipated a politically divided response to Tesla's ad, audience feedback was surprisingly unified around the need for stronger creativity. While the ad's feature-focused montage resonated with some, the consensus was that a more engaging, story-driven approach would have been more effective.
Ad #4: Tesla, “New Model 3 Performance?”
The research behind this Data Drop:
Ipsos New Vehicle Customer Study
The Ipsos New Vehicle Customer Study (NVCS) is a pivotal tool for understanding the modern automotive market, offering deep insights into purchase reasons, vehicle satisfaction, brand loyalty, and competitive dynamics. By leveraging this syndicated research, you gain access to reliable, extensive data that informs critical C-suite strategies, ensuring you can respond to market trends with agility and confidence.
For more information, please contact:
Joe Zaremba Vice President joe.zaremba@ipsos.com
Creative Labs
Explore creativity with Ipsos Creative Labs: a flexible quant/qual live event where stakeholders hear audience feedback firsthand & align on a path forward all in one day. Get the decision rigor of quant, combined with the deep insights and optimization of qual to bring forward the best creative ideas. For more information, please contact:
Laura Dranschak SVP, Ipsos Creative Excellence laura.dranschak@ipsos.com
