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Electric vehicle adoption hits new heights
Eco, hybrid, electric cars
While still a minority, electric vehicles in circulation are set to pass 25 million by the end of this year, according to new projections, with China and Europe driving sales far ahead of North America.
Why it matters
A 25x increase in six years is a testament to changing attitudes as well as ongoing adaptations to infrastructure, and a lot of the marketing work that normalised a very new, very different kind of car.
What’s going on
According to a report in Bloomberg, based on data from Bloomberg’s proprietary research service BNEF (New Energy Finance), there will be around 26 million electric vehicles on the roads by the end of this year.
Numbers at a glance
Most of those cars were sold in the last 18 months:
In China, the 7.4m cars in circulation at the end of 2021 will grow to 13m.
In Europe, 2021’s 5.4m EVs will become 8.5m. (N.B. Europe accounts for most of the additional +5million hybrids in circulation.)
North America’s 2.4m will grow to 3.8m.
This is truly remarkable growth. In 2016, there were just one million EVs in circulation. Earlier forecasts from the same source expected 71m EVs globally by 2035 but now expects that mark to be reached 10 years ahead of schedule.
What’s driving it?
Several ideas about EVs are growing more sophisticated:
Research from Facebook found that EV drivers are motivated by more than just the environment: They need to feel the benefit on a personal level, whether it's saving money, looking good to others, or having a more pleasurable experience.
Normalisation is happening outside government transport departments and car manufacturers. Brands that operate stores are increasingly thinking about how they can help to create infrastructure; this is especially important in the United States (both car reliant and geographically massive).
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。