ExxonMobil discreetly conducted a trial run for an advertisement under its Mobil1 brand, delving into the perceived drawbacks of electrification. The ad, which has exclusively aired on the History channel thus far, portrays the advent of electric vehicles (EVs) as onerous, symbolizing it with the image of being tethered to an endless number of cords. In contrast, it suggests that the freedom and liberation one can experience comes from driving a combustion engine car. The tagline of the ad, "disconnecting feels a lot like breaking free," implies that EVs are synonymous with limitations and inconvenience.
Expanding on this perspective, one may question whether the poor charging experiences and the lack of promised additions of chargers by the Biden administration have contributed to a lower satisfaction rating among individuals using EVs. The charging infrastructure plays a crucial role in the overall adoption and acceptance of electric vehicles. People have encountered many difficulties finding accessible and reliable charging stations and the expansion of charging infrastructure has fallen short of expectations, it has understandably lead to frustration and dissatisfaction.
These challenges, both perceived and actual, might have soured some individuals to the burden of owning and operating an electric vehicle. The need to plan charging stops, potential range anxiety, and the time required to recharge can be perceived as inconveniences compared to the perceived ease and familiarity of refueling a combustion engine vehicle. Such concerns may lead to skepticism and reluctance among some consumers to embrace the transition to EVs.
It is important to note that public sentiment towards EVs is diverse, and not everyone shares the same opinions or experiences. While some individuals may have encountered challenges with EV charging, others have found the experience to be satisfactory, particularly as charging infrastructure continues to expand.
Overall, the intersection of advertising messaging, charging infrastructure, and the perceived burden of EV ownership shapes public attitudes towards electric vehicles. By addressing the challenges associated with charging and improving the overall charging experience, stakeholders can work towards fostering greater acceptance and satisfaction among consumers.
Is Exxon right? What emotions did this ad evoke in you? And is THIS the key reason why EV sales of anything other than Tesla are diving?