{"id":5311,"date":"2021-05-21T04:11:26","date_gmt":"2021-05-21T04:11:26","guid":{"rendered":"http:\/\/TheNextWeb=1351475"},"modified":"2021-05-21T04:11:26","modified_gmt":"2021-05-21T04:11:26","slug":"everything-you-should-know-about-marketing-evs","status":"publish","type":"post","link":"https:\/\/www.londonchiropracter.com\/?p=5311","title":{"rendered":"Everything you should know about marketing EVs"},"content":{"rendered":"\n<p><i><span>This <a href=\"https:\/\/cleanfleetreport.com\/analysis-whats-the-best-way-to-market-evs\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">article<\/a> was originally published by <\/span><\/i><i><span><a href=\"https:\/\/cleanfleetreport.com\/author\/steveschaefer\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Steve Schaefer<\/a><\/span><\/i><i><span> on<\/span><\/i><a href=\"https:\/\/cleanfleetreport.com\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><i><span>Clean Fleet Report<\/span><\/i><\/a><i><span>, a publication that gives its readers the information they need to move to cars and trucks with best fuel economy, including electric cars, fuel cells, plug-in hybrids, hybrids and advanced diesel and gasoline engines. <\/span><\/i><\/p>\n<h2>Harley-Davidson launches stand-alone electric bike brand<\/h2>\n<p>Harley-Davidson, the legendary and revered American manufacturer of motorcycles, announced that it is establishing LiveWire as a separate electric motorcycle brand on July 8, 2021, just in time for the first of nine outdoor International Motorcycle Shows.<\/p>\n<figure class=\"post-image post-mediaBleed aligncenter\"><img decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-1351495 js-lazy\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/LiveWire_Black.jpg\" alt=\"Harley-Davidson's LiveWire Logo\" width=\"320\" height=\"181\" sizes=\"(max-width: 320px) 100vw, 320px\" data-srcset=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/LiveWire_Black.jpg 320w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/LiveWire_Black-280x158.jpg 280w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/LiveWire_Black-239x135.jpg 239w\"><figcaption>Credit: Cleab Fleet Report<\/figcaption><figcaption><a href=\"https:\/\/thenextweb.com\/news\/everything-should-know-marketing-evs-syndication#\" data-url=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Feditorial.thenextweb.com%2Fshift%2F2021%2F05%2F21%2Feverything-should-know-marketing-evs-syndication%2F&amp;via=thenextweb&amp;related=thenextweb&amp;text=Check out this picture on: Not an H or a D in sight.\" data-title=\"Share Not an H or a D in sight. on Twitter\" data-width=\"685\" data-height=\"500\" class=\"post-image-share popitup\" title=\"Share Not an H or a D in sight. on Twitter\"><i class=\"icon icon--inline icon--twitter--dark\"><\/i><\/a>Not an H or a D in sight.<\/figcaption><noscript><img decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-1351495\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/LiveWire_Black.jpg\" alt=\"Harley-Davidson's LiveWire Logo\" width=\"320\" height=\"181\" srcset=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/LiveWire_Black.jpg 320w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/LiveWire_Black-280x158.jpg 280w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/LiveWire_Black-239x135.jpg 239w\"><\/noscript><\/figure>\n<p>I\u2019ve always wondered how Harley would market its silent motorcycles. The LiveWire, which actually debuted not long ago as a new Harley-Davidson model, is now neatly separated into a sub-brand. This appeases the purists who can\u2019t imagine a Harley that\u2019s quiet and scent-free while letting H-D move into the electrified future.<\/p>\n<figure class=\"post-image post-mediaBleed aligncenter\"><img decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-1351502 js-lazy\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/AZ4I8586.jpg\" alt=\"Harley-Davidson LiveWire electric motorbike\" width=\"480\" height=\"320\" sizes=\"(max-width: 480px) 100vw, 480px\" data-srcset=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/AZ4I8586.jpg 480w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/AZ4I8586-280x187.jpg 280w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/AZ4I8586-405x270.jpg 405w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/AZ4I8586-203x135.jpg 203w\"><figcaption>Credit: Clean Fleet Report<\/figcaption><figcaption><a href=\"https:\/\/thenextweb.com\/news\/everything-should-know-marketing-evs-syndication#\" data-url=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Feditorial.thenextweb.com%2Fshift%2F2021%2F05%2F21%2Feverything-should-know-marketing-evs-syndication%2F&amp;via=thenextweb&amp;related=thenextweb&amp;text=Check out this picture on: The LiveWire at launch was a Harley.\" data-title=\"Share The LiveWire at launch was a Harley. on Twitter\" data-width=\"685\" data-height=\"500\" class=\"post-image-share popitup\" title=\"Share The LiveWire at launch was a Harley. on Twitter\"><i class=\"icon icon--inline icon--twitter--dark\"><\/i><\/a>The LiveWire at launch was a Harley.<\/figcaption><noscript><img decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-1351502\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/AZ4I8586.jpg\" alt=\"Harley-Davidson LiveWire electric motorbike\" width=\"480\" height=\"320\" srcset=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/AZ4I8586.jpg 480w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/AZ4I8586-280x187.jpg 280w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/AZ4I8586-405x270.jpg 405w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/AZ4I8586-203x135.jpg 203w\"><\/noscript><\/figure>\n<p>LiveWire motorcycles are not really Harleys, the thought goes, although they will share engineering, production facilities, a supply chain and global logistics. But the battery-powered two-wheelers get separate showrooms, sales methodologies and marketing programs aimed at a different target audience. LiveWire Labs in Silicon Valley will communicate with Harley-Davidson in Milwaukee to \u201cpioneer the future of motorcycling.\u201d Fine with me.<\/p>\n<p>All of this made me think about of the differences in the way companies are introducing EVs into their product portfolios. How can they keep their faithful happy while moving into what is looking like, thanks to the climate crisis, the future of transportation?<\/p>\n<h2>Five ways to market EVs<\/h2>\n<p>There are five main ways I see (so far), listed below in order, from simple to greater complexity and expense. They could:<\/p>\n<ul>\n<li>Offer an electric version of an existing vehicle<\/li>\n<li>Give an electric model a new or additional identity<\/li>\n<li>Introduce a new electric model<\/li>\n<li>Create a new electric sub-brand<\/li>\n<li>Start a new electric car company<\/li>\n<\/ul>\n<p>Ignoring the briefly popular commercial electrics around at the turn of the last century, EVs have been experimental concepts or limited edition runs until relatively recently. Battery-gasoline hybrids go back more than 20 years to the first Toyota Prius, but real mainstream battery-only electric EVs are only in their second decade.<\/p>\n<p>Without being exhaustive, let\u2019s take a look at some examples. I\u2019m looking primarily at the U.S. market; many other options await in Europe and Asia.<\/p>\n<h2>Offer an electric version of an existing model<\/h2>\n<p>While some companies attempt to gain traction with new models or change their identities (see below), others simply electrify an existing vehicle. This lower-cost and lower-risk strategy is exemplified by the Volkswagen e-Golf and Fiat 500e. These European designs are perfectly good EVs, although their limited battery range and high price compared to the gasoline versions are major drawbacks.<\/p>\n<figure class=\"post-image post-mediaBleed aligncenter\"><img decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-1351501 js-lazy\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0406.jpg\" alt=\"An electric golf from VW\" width=\"480\" height=\"269\" sizes=\"(max-width: 480px) 100vw, 480px\" data-srcset=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0406.jpg 480w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0406-280x157.jpg 280w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0406-241x135.jpg 241w\"><figcaption>Credit: Clean Fleet Report<\/figcaption><figcaption><a href=\"https:\/\/thenextweb.com\/news\/everything-should-know-marketing-evs-syndication#\" data-url=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Feditorial.thenextweb.com%2Fshift%2F2021%2F05%2F21%2Feverything-should-know-marketing-evs-syndication%2F&amp;via=thenextweb&amp;related=thenextweb&amp;text=Check out this picture on: The e-Golf dropped in an electric drivetrain in place of an ICE.\" data-title=\"Share The e-Golf dropped in an electric drivetrain in place of an ICE. on Twitter\" data-width=\"685\" data-height=\"500\" class=\"post-image-share popitup\" title=\"Share The e-Golf dropped in an electric drivetrain in place of an ICE. on Twitter\"><i class=\"icon icon--inline icon--twitter--dark\"><\/i><\/a>The e-Golf dropped in an electric drivetrain in place of an ICE.<\/figcaption><noscript><img decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-1351501\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0406.jpg\" alt=\"An electric golf from VW\" width=\"480\" height=\"269\" srcset=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0406.jpg 480w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0406-280x157.jpg 280w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0406-241x135.jpg 241w\"><\/noscript><\/figure>\n<p>They also cannot be optimized as an electric because of the homologation process. For instance, the charge port will end up being where the gas fuel filler used to be, whether that makes sense for an electric vehicle or not. However, they make attractive second cars and commuter modules, especially when they\u2019re used.<\/p>\n<h2>Give a model a n ew or additional identity<\/h2>\n<p>In an odd marketing twist, the new Ford Mustang Mach-E is an all-new all-electric car, but wears a hugely iconic name that is nothing like traditional Mustangs except for its horse badge and vigorous powertrain. It supplements, not replaces, the traditional fossil-fuel car. This marketing choice by Ford is either a very bad idea (brand dilution) or a genius plan to move the pony car into the modern era. I\u2019m hoping for the latter. It\u2019s certainly the opposite of what Harley-Davidson is doing.<\/p>\n<figure class=\"post-image post-mediaBleed aligncenter\"><img decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-1351500 js-lazy\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0492.jpg\" alt=\"GMC Hummer is an old-new brand\" width=\"480\" height=\"282\" sizes=\"(max-width: 480px) 100vw, 480px\" data-srcset=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0492.jpg 480w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0492-280x165.jpg 280w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0492-460x270.jpg 460w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0492-230x135.jpg 230w\"><figcaption>Credit: Clean Fleet Report<\/figcaption><figcaption><a href=\"https:\/\/thenextweb.com\/news\/everything-should-know-marketing-evs-syndication#\" data-url=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Feditorial.thenextweb.com%2Fshift%2F2021%2F05%2F21%2Feverything-should-know-marketing-evs-syndication%2F&amp;via=thenextweb&amp;related=thenextweb&amp;text=Check out this picture on: A new old brand.\" data-title=\"Share A new old brand. on Twitter\" data-width=\"685\" data-height=\"500\" class=\"post-image-share popitup\" title=\"Share A new old brand. on Twitter\"><i class=\"icon icon--inline icon--twitter--dark\"><\/i><\/a>A new old brand.<\/figcaption><noscript><img decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-1351500\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0492.jpg\" alt=\"GMC Hummer is an old-new brand\" width=\"480\" height=\"282\" srcset=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0492.jpg 480w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0492-280x165.jpg 280w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0492-460x270.jpg 460w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0492-230x135.jpg 230w\"><\/noscript><\/figure>\n<p>GM is bringing back the Hummer brand as an EV within the GMC brand. This behemoth will be super powerful and long range\u2013and will be expensive too. But it\u2019ll be clean and fun, so this brand pivot makes a lot of sense.<\/p>\n<p>Ford has just announced that its electric F-150 pickup will be called \u201cLightning,\u201d bringing back a moniker that was applied to high performance F-150 versions in the past, but keeping the electric version within its best-selling brand.<\/p>\n<h2>Create a new model<\/h2>\n<p>A new model provides a fresh start but as an unknown quantity needs heavy promotion to get traction in the crowded auto market. This carries risks, but separates the EVs from the standard offerings.<\/p>\n<p>The Toyota Prius, a battery-gasoline hybrid, is a very famous and recognizable example of this approach. It debuted in the U.S. as a 1999 model. The car has been rolling along ever since, including a plug-in hybrid Prime model today and variants that were discarded along the way. There is no all-electric or gas-only Prius\u2014that\u2019s not its identity.<\/p>\n<figure class=\"post-image post-mediaBleed aligncenter\"><img decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-1351499 js-lazy\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0563.jpg\" alt=\"Nissan electric Lead\" width=\"480\" height=\"339\" sizes=\"(max-width: 480px) 100vw, 480px\" data-srcset=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0563.jpg 480w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0563-280x198.jpg 280w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0563-382x270.jpg 382w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0563-191x135.jpg 191w\"><figcaption>Credit: Clean Fleet Report<\/figcaption><figcaption><a href=\"https:\/\/thenextweb.com\/news\/everything-should-know-marketing-evs-syndication#\" data-url=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Feditorial.thenextweb.com%2Fshift%2F2021%2F05%2F21%2Feverything-should-know-marketing-evs-syndication%2F&amp;via=thenextweb&amp;related=thenextweb&amp;text=Check out this picture on: Nissan\u2019s Leaf stood alone as an EV.\" data-title=\"Share Nissan\u2019s Leaf stood alone as an EV. on Twitter\" data-width=\"685\" data-height=\"500\" class=\"post-image-share popitup\" title=\"Share Nissan\u2019s Leaf stood alone as an EV. on Twitter\"><i class=\"icon icon--inline icon--twitter--dark\"><\/i><\/a>Nissan\u2019s Leaf stood alone as an EV.<\/figcaption><noscript><img decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-1351499\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0563.jpg\" alt=\"Nissan electric Lead\" width=\"480\" height=\"339\" srcset=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0563.jpg 480w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0563-280x198.jpg 280w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0563-382x270.jpg 382w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0563-191x135.jpg 191w\"><\/noscript><\/figure>\n<p>Good examples of all-new electric cars are the Nissan Leaf battery-electric and the Chevrolet Volt plug-in hybrid, which both debuted in 2010 as 2011 models. The pioneering Leaf has served as Nissan\u2019s designated electric model and is now joined by the new Ariya crossover, a larger, more stylish crossover, but similarly a stand-alone new model.<\/p>\n<p>The Chevrolet Volt was a purpose-built plug-in hybrid, with an electric motor driving the car and a small gas engine that charged the small battery when it was depleted. GM, shifting focus to pure EVs, built the last Volt on February 19, 2019.<\/p>\n<p>GM\u2019s signature EV now is the Chevrolet Bolt EV, another new name, which arrived as a 2017 model and promptly won Motor Trend\u2019s Car of the Year award. This summer, it will be joined by the Bolt EUV variant. More EVs are coming from GM next year with the all-new Cadillac Lyric, a flagship crossover, and a second all-new model.<\/p>\n<p>Just in! Subaru, a brand that offers just one electrified version of a current model\u2014the plug-in hybrid Crosstrek, announced a future model\u2014the all-electric Solterra developed with Toyota.<\/p>\n<h2>Create a sub-brand<\/h2>\n<p>Before EVs and hybrids, Toyota created what\u2019s become a very well-known and important brand\u2014Lexus. They did it because they wanted to sell luxury sedans, and in America, people thought of Toyotas as inexpensive, reliable small cars. Lexus did the trick. Toyota tried this approach at the other end\u2014with small, inexpensive Scion cars, but it was less successful. It also toyed with the idea of presenting Prius as a sub-brand at the point it had four different models, but dropped it.<\/p>\n<p>Another branding exercise is Geo. In 1989, GM was selling small cars with a variety of origins, including the slightly revised Toyota Corollas (branded as the Chevrolet Nova) that were assembled in a joint Toyota-GM plant in Fremont, California (now home to Tesla). Geo renamed the Nova as the Geo Prizm and added other models jointly produced with Isuzu and Suzuki in North America and Japan, but separated them from its \u201cAmerican\u201d cars. The brand lasted eight years, but never really established itself in the market.<\/p>\n<figure class=\"post-image post-mediaBleed aligncenter\"><img decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-1351498 js-lazy\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/1996-gm-ev1-1-medium-1200x750-1.jpg\" alt=\"GM's EV1 electric car\" width=\"480\" height=\"220\" sizes=\"(max-width: 480px) 100vw, 480px\" data-srcset=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/1996-gm-ev1-1-medium-1200x750-1.jpg 480w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/1996-gm-ev1-1-medium-1200x750-1-280x128.jpg 280w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/1996-gm-ev1-1-medium-1200x750-1-270x124.jpg 270w\"><figcaption>Credit: Clean Fleet Report<\/figcaption><figcaption><a href=\"https:\/\/thenextweb.com\/news\/everything-should-know-marketing-evs-syndication#\" data-url=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Feditorial.thenextweb.com%2Fshift%2F2021%2F05%2F21%2Feverything-should-know-marketing-evs-syndication%2F&amp;via=thenextweb&amp;related=thenextweb&amp;text=Check out this picture on: GM\u2019s EV1. An EV appears in a sub-brand, but not really part of it.\" data-title=\"Share GM\u2019s EV1. An EV appears in a sub-brand, but not really part of it. on Twitter\" data-width=\"685\" data-height=\"500\" class=\"post-image-share popitup\" title=\"Share GM\u2019s EV1. An EV appears in a sub-brand, but not really part of it. on Twitter\"><i class=\"icon icon--inline icon--twitter--dark\"><\/i><\/a>GM\u2019s EV1. An EV appears in a sub-brand, but not really part of it.<\/figcaption><noscript><img decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-1351498\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/1996-gm-ev1-1-medium-1200x750-1.jpg\" alt=\"GM's EV1 electric car\" width=\"480\" height=\"220\" srcset=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/1996-gm-ev1-1-medium-1200x750-1.jpg 480w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/1996-gm-ev1-1-medium-1200x750-1-280x128.jpg 280w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/1996-gm-ev1-1-medium-1200x750-1-270x124.jpg 270w\"><\/noscript><\/figure>\n<p>During this same time GM created Saturn, a totally new brand, which arrived in 1990 with its own showrooms, advertising and vehicles. Some people (by design) probably never knew it was a GM brand. Brilliant advertising, ordinary vehicles and lack of corporate support and fresh product killed the brand, but it taught GM a lot. For our discussion, Saturn dealers were the delivery and service point for GM\u2019s aborted first electric car, the EV1.<\/p>\n<p>Perhaps the first electric-only sub-brand was BMW\u2019s i series, which included the i3 hatchback and i8 plug-in hybrid sports coupe. I\u2019ve always believed that BMW did this to separate the odd-looking i3 from its \u201cultimate driving machines\u201d in the showroom and on the road, but today, finally, there are more all-electric models coming from BMW, including the soon-to-arrive i4, which looks and performs more like a traditional BMW.<\/p>\n<figure class=\"post-image post-mediaBleed aligncenter\"><img decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-1351497 js-lazy\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0831.jpg\" alt=\"BMW i3 in orange\" width=\"480\" height=\"260\" sizes=\"(max-width: 480px) 100vw, 480px\" data-srcset=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0831.jpg 480w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0831-280x152.jpg 280w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0831-249x135.jpg 249w\"><figcaption>Credit: Clean Fleet Report<\/figcaption><figcaption><a href=\"https:\/\/thenextweb.com\/news\/everything-should-know-marketing-evs-syndication#\" data-url=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Feditorial.thenextweb.com%2Fshift%2F2021%2F05%2F21%2Feverything-should-know-marketing-evs-syndication%2F&amp;via=thenextweb&amp;related=thenextweb&amp;text=Check out this picture on: BMW\u2019s electric i sub-brand started with the quirky i3.\" data-title=\"Share BMW\u2019s electric i sub-brand started with the quirky i3. on Twitter\" data-width=\"685\" data-height=\"500\" class=\"post-image-share popitup\" title=\"Share BMW\u2019s electric i sub-brand started with the quirky i3. on Twitter\"><i class=\"icon icon--inline icon--twitter--dark\"><\/i><\/a>BMW\u2019s electric i sub-brand started with the quirky i3.<\/figcaption><noscript><img decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-1351497\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0831.jpg\" alt=\"BMW i3 in orange\" width=\"480\" height=\"260\" srcset=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0831.jpg 480w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0831-280x152.jpg 280w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0831-249x135.jpg 249w\"><\/noscript><\/figure>\n<p>Other sub-brands include VW\u2019s ID series. The ID3 is a Golf-sized e-Golf replacement that\u2019s sold in Europe and elsewhere, where the Golf is king. America doesn\u2019t get the ID3, but has just received its first member of the ID sub-brand, the ID4 compact crossover. Next up will be the IDBuzz electric minivan. German companies like sub-brands. Mercedes is starting to roll out its EQ line and Audi already offers is expanding its E-Tron lineup.<\/p>\n<p>Sometimes an EV is introduced as a model but is then converted into a sub-brand. Hyundai brought out the Ioniq hatchback a few years ago in hybrid, plug-in hybrid and full electric versions. This year Hyundai is expanding Ioniq into an electric sub-brand with multiple models. These will still be sold in Hyundai showrooms, but as part of a designated EV family. This is much the same way as they made the Hyundai Genesis into the Genesis brand a few years ago.<\/p>\n<p>Honda has the Clarity models, initially a fuel cell electric that was expanded to include a plug-in hybrid, full-electric as well as the fuel cell electric in its second generation. Then Honda dropped the full-electric Clarity at the end of 2019, so the company\u2019s branding strategy is not clear, but it has announced at least two new electric models (co-produced by GM\u2019s expanded EV operation) will be added in the coming years without indicating if they would join the Clarity brand.<\/p>\n<p>And then there\u2019s Polestar, the electric performance brand established in 2017 by Volvo and its Chinese owner, Geely Holding. Polestar was a performance version of selected Volvo vehicles. By breaking it out now as a standalone brand and selling it online and through exclusive \u201cspaces,\u201d they are promoting exclusivity while creating a high-tech customer experience (like Tesla).<\/p>\n<h2>Create a new EV company<\/h2>\n<figure class=\"post-image post-mediaBleed aligncenter\"><img decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-1351496 js-lazy\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0102.jpg\" alt=\"Tesla started as a new company.\" width=\"640\" height=\"342\" sizes=\"(max-width: 640px) 100vw, 640px\" data-srcset=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0102.jpg 640w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0102-280x150.jpg 280w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0102-505x270.jpg 505w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0102-253x135.jpg 253w\"><figcaption>Credit: Clean Fleet Report<\/figcaption><figcaption><a href=\"https:\/\/thenextweb.com\/news\/everything-should-know-marketing-evs-syndication#\" data-url=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Feditorial.thenextweb.com%2Fshift%2F2021%2F05%2F21%2Feverything-should-know-marketing-evs-syndication%2F&amp;via=thenextweb&amp;related=thenextweb&amp;text=Check out this picture on: Not easy or cheap, but it has worked so far for Tesla.\" data-title=\"Share Not easy or cheap, but it has worked so far for Tesla. on Twitter\" data-width=\"685\" data-height=\"500\" class=\"post-image-share popitup\" title=\"Share Not easy or cheap, but it has worked so far for Tesla. on Twitter\"><i class=\"icon icon--inline icon--twitter--dark\"><\/i><\/a>Not easy or cheap, but it has worked so far for Tesla.<\/figcaption><noscript><img decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-1351496\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0102.jpg\" alt=\"Tesla started as a new company.\" width=\"640\" height=\"342\" srcset=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0102.jpg 640w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0102-280x150.jpg 280w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0102-505x270.jpg 505w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/05\/DSC_0102-253x135.jpg 253w\"><\/noscript><\/figure>\n<p>Tesla is the poster child for this option, and so far, it\u2019s working. But starting from scratch is very difficult and expensive, and the company, despite dominating the American EV market, is still not really profitable from its auto sales alone. But Tesla is the opposite of Harley-Davidson\u2014there are no fossil-fuel-powered Teslas and have never been any\u2013so there is nothing to split from.<\/p>\n<p>There are other new American EV companies. Rivian will be delivering all-electric pickups and SUVs very soon. Lucid has beautiful, roomy luxury electric cars with long ranges coming in the near future. You can order the compelling Fisker Ocean crossover online now, although delivery isn\u2019t until the end of next year.<\/p>\n<p>And what about Zero, the electric motorcycle company? With no history to hold them back, they began developing battery-powered two-wheelers in 2006 and have never looked back.<\/p>\n<h2>Is there a right way?<\/h2>\n<p>For many, if not most people, cars and motorcycles are more than appliances for getting from point A to Point B. They\u2019ll never be marketed like refrigerators or water heaters. Each manufacturer has to decide which way works for them. Moving to an all-electric future brings great challenges and equally great opportunities.<\/p>\n<p>With electric Ford Mustangs and GMC Hummers and a bunch of fresh brands we\u2019ve never seen before, we are in an exciting new world of personal transportation. And if it works out right, someday EVs will simply be known as \u201ccars\u201d or \u201cmotorcycles.\u201d<\/p>\n<hr>\n<p><i><span>Do EVs excite your electrons? Do ebikes get your wheels spinning? Do self-driving cars get you all charged up?&nbsp;<\/span><\/i><\/p>\n<p><i><span>Then you need the weekly SHIFT newsletter in your life.&nbsp;<\/span><\/i><a href=\"https:\/\/share.hsforms.com\/1YPSj53mFQtSeGzy8o72bsw47gef\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><i><span>Click here to sign up<\/span><\/i><\/a><i><span>.<\/span><\/i><\/p>\n<p> <a href=\"https:\/\/thenextweb.com\/news\/everything-should-know-marketing-evs-syndication\">Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This article was originally published by Steve Schaefer onClean Fleet Report, a publication that gives its readers the information they need to move to cars and trucks with best fuel economy, including&#8230;<\/p>\n","protected":false},"author":1,"featured_media":5312,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=\/wp\/v2\/posts\/5311"}],"collection":[{"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=5311"}],"version-history":[{"count":0,"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=\/wp\/v2\/posts\/5311\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=\/wp\/v2\/media\/5312"}],"wp:attachment":[{"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=5311"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=5311"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=5311"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}