Electric vehicles (EVs) are no longer niche — they’re shaping the future of automotive retail. But launching an EV marketing campaign isn’t as simple as swapping out your Corolla copy for a bZ4X banner. Dealers who treat EV campaigns like any other new model launch risk missing the mark with customers who are asking very different questions.
1. Market it like a petrol or hybrid
EV buyers have different priorities than traditional buyers. Instead of talking only about features and finance, they want to understand charging, range, and lifestyle fit. Treating an EV like “just another car” misses the opportunity to educate and build trust.
Skip PMA research
Your Primary Market Area (PMA) is critical. EV adoption varies dramatically across postcodes, with inner metro areas moving faster than outer suburbs. Without PMA-specific research, you’ll either overspend in low-adoption markets or miss the buyers who are actively looking.
Ignore charging infrastructure
One of the first questions EV customers ask is: “Where can I charge near home or work?” If your sales team and marketing don’t reference local charging maps or highlight in-dealership charging facilities, you’re creating unnecessary buyer hesitation.
4. Avoid cost-of-charging comparisons
EV buyers want real numbers: How much does it cost to charge in my city compared to filling up with petrol? Campaigns that skip this transparency come across as vague or evasive. Equip your ads and landing pages with city-specific charging costs and savings calculators.
5. Forget SEO
Search behaviour for EVs is spiking, with queries around “EV range,” “charging stations near me,” and “EV government incentives.” If your website doesn’t have an EV SEO strategy, you’re invisible where the research actually begins.
6. Ignore YouTube
Video is king when it comes to EV education. Walkthroughs of charging, owner testimonials, and side-by-side comparisons all outperform static ads. If your EV campaign doesn’t include YouTube content, you’re skipping one of the most powerful platforms for influencing early adopters.
7. Skip persona-generated research
Not all EV buyers are the same. Some worry about range, others about running costs, and many about lifestyle fit. Without persona-driven research, you’re marketing in the dark. The key is to find your customers’ pain points, meet them
EV marketing isn’t about pushing stock — it’s about answering questions, reducing friction, and building confidence in a new technology. Dealers who take the time to localise their campaigns, educate buyers, and optimise their digital channels will capture the EV customer of today and tomorrow.
At DRVN Digital, we build EV-ready marketing strategies that combine SEO, video, local research, and customer education — so your dealership doesn’t just launch an EV campaign, it leads one.
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