What’s Good for PR Can Be Good for the PlanetIn 2006, Sony Pictures Home Entertainment released a documentary film titled, “Who Killed the Electric Car?” The film examined the creation and demise of General Motors’ EVI electric car in the 1990s, blaming the auto and oil industries. In response, General Motors claimed a lack of demand among consumers led them to discontinue production and destroy their existing inventory of electric cars.
Fast forward to 2008 when the CEOs of Detroit’s “big three” automakers arrived in separate corporate jets to request bailout money from Congress. The media had a field day and a PR nightmare ensued. But instead of pointing fingers and attempting to justify their ironic transportation choice, the automakers took a fresh approach. This week, the CEOs will return to Washington D.C. – in hybrid vehicles.
In an attempt to stem bad publicity, the automakers are adopting a more environmentally sound PR approach that has the potential to influence the public and make a big difference. They are selling their corporate jets and showing America that if a hybrid vehicle is fit for a CEO, it’s fit for anyone.
The electric car is making a major comeback with auto manufacturers heavily investing in production and consumer marketing. Now, executives at the major auto manufacturers are engaging with press more, granting interviews, providing early looks at new models and soliciting feedback from the blogging community. The electric car is receiving national attention from publications including Business Week, Forbes, New York Times and USA Today.
So why are auto manufacturers now refocusing heavily on the electric car? Is it the green movement? Gas prices? A status symbol? The reality is all of the above. Consumer behavior and trends can help shape product direction of an industry and provide the grounds for establishing a good PR campaign. When these trends are ignored, PR disasters such as the corporate jet fiasco occur; but when they are embraced, companies can improve their image and achieve business objectives.
According to Efraim Levy, a senior automobile equity analyst at Standard & Poor’s, in April 2008 consumers purchased more cars than trucks, stating it was “an eye-opening event that led many automakers to shift to producing smaller, more fuel-efficient cars.”
The following consumer behaviors work in favor of the electric car and can provide the foundation for a PR campaign to promote it. Pitches and story angles about the electric car that highlight these trends will be relevant to journalists and the public.
Green consumers. Today, consumers and organizations are more eco-friendly than ever. Green initiatives are formed to help demonstrate how businesses are environmentally friendly, while other organizations focus on making green-friendly products for consumption. The automotive industry has a great opportunity to leverage consumer environmental concern to promote the electric car.
The recession. Given the current state of the economy, consumers are looking for ways to cut costs and avoid high payouts at the gas pump. The electric car not only provides a more fuel-efficient mode of transportation, but it also ties to our need to be green and helps consumers feel good about their purchase.
Consumer adoption of hybrid cars. Hybrid cars provide consumers with a gas-electric option. According to the American International Automobile Dealers Association, hybrid cars are increasingly popular because consumers can now have an affordable car that is fuel efficient and practical enough for everyday use.
Attention for the electric car is likely to increase as new models are unveiled and the debate over the best car battery continues. From a PR perspective, auto manufacturers will want to pay close attention to these trends to drive public interest in new, innovative and profitable electric cars.