Audi Launches National Ad Campaign To Challenge Misperceptions Of Electric Vehicles

Today, Audi launched a nationwide advertising campaign aimed at addressing and debunking some of the long-held myths and misconceptions about electric vehicles.

Audi-e-tron

The campaign is anchored by a 60-second national television spot created by Venables Bell & Partners called “Not For You,” which cleverly calls out a variety of perceived consumer barriers to electric vehicle adoption—such as range, charging infrastructure, and vehicle performance—to underscore that the Audi e-tron lets consumers go electric without compromise. The national campaign also features an educational online video called “Range Tranquility” that addresses how Audi is working to overcome consumer range anxiety.

“As part of our commitment to electrification, we’ve recognized the need for more consumer education on what it really means to ‘go electric’,” said Loren Angelo, vice president of Marketing, Audi of America. “Our goal with ‘Not For You’—and ads like this year’s Super Bowl spot ‘Cashew’—is to ensure consumers have a better understanding of electric vehicles and debunk some longstanding myths about EV ownership.”

Range: Going the distance, daily

Despite the buyers of premium vehicles driving an average of about 30 miles per day, range anxiety is still a major concern for most consumers when considering the purchase of an electric vehicle.

With an EPA-estimated range of 204 miles, the Audi e-tron is designed for daily usability. Coupled with a detailed range map in the vehicle’s MMI Navigation system, Audi e-tron owners can begin to eliminate “range anxiety” from their vocabulary for good. To further debunk the notion of range anxiety and understand the ecosystem Audi has created for going electric.

Charging: Seamless support at home and on the go

Another potential barrier to electric vehicle adoption is consumer awareness of and access to fast, reliable charging infrastructure. Whether at home, work, or on the road, Audi e-tron owners can have access to a full ecosystem of services made possible by strategic partnerships and innovative digital solutions.

The U.S. Department of Energy projects that more than 80 percent of charging takes place in a residential setting, and that percentage will likely continue to grow as EVs become more mainstream. To ease the transition into electric, Audi is making home-charging installation simpler with Amazon Home Services, offering a premium approach to in-home charging backed by Amazon’s Happiness Guarantee, all with the click of a button.

Performance: Audi DNA, electrified

A common misconception about electric vehicles is that they underperform and are incapable of withstanding extreme environments. In fact, 47 percent of people think that gasoline-powered vehicles accelerate faster than their fully electric equivalents, despite the opposite being true in most cases.

The 2019 Audi e-tron is the first of four all-electric models Audi plans to offer in the United States within the next few years. The Audi e-tron will be followed by the Audi e-tron Sportback concept (expected debut in 2019), the Audi e-tron GT and the Audi Q4 e-tron (both expected to enter production in 2020).

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