From microchips to lithium batteries, technology is revolutionizing the future of ground transportation. Electric vehicles (EVs) have now become top of mind for many American households. Around 40% of new car buyers are considering purchasing an electric vehicle in the next 12 months.¹ With the rise of pioneering and challenger automakers, established automakers are jumping into the races to make fully electric cars available. As more automakers enter the EV space, competition in the industry has grown to new heights. Here are some ways automakers can stand out with their EV marketing.
your garage is a portal dedicated to auto and motorcycle customers in the US, Europe, India and Japan to help them manage their vehicle ownership. Amazon Your Garage offers customers a customized set of vehicle-related products and services based on their personal preferences. The result is a central place where Amazon customers can save time and money and avoid vehicle maintenance hassles by receiving a timely reminder for their next required service, locating the nearest reliable service center, or finding a wide range of parts. and accessories that fit your needs. your car or motorcycle.
As more consumers use digital channels to research, search and buy products, automotive brands have an opportunity to use digital marketing to help reach relevant audiences during the consideration phase of their purchases. customer journeys.
Since 2017, the number of electric vehicles in your garage has grown ~20x.³ With over 632,000 EVs registered in Your Garage,² Amazon Ads can help you reach audiences of electric and hybrid vehicle owners at scale, whether they’re streaming their favorite TV shows or browsing the Amazon store.
Your Garage’s insight-informed audiences can help advertisers reach potential future buyers based on their stage in the buying process. Audience insights, such as the majority of genres streamed on Amazon Freevee and Amazon Music, and product categories of interest can help advertisers understand the messages and creative that best resonate with their target audience. For example, if your brand wants to reach audiences interested in more sustainable products, Amazon Ads can help your brand engage with an audience that is buying Friendly with the climate commitment Amazon Ads products can help connect advertisers with the 39% of electric vehicle owners and 30% of hybrid vehicle owners who have purchased Friendly with the climate commitment products at least 2 times in the last 12 months.³
The 2.1 million hybrid vehicles registered in your garage it is a unique audience.² Amazon Ads gives advertisers the opportunity to implement personalized messaging for different personas to help reach audiences interested in transitioning to an EV. Many hybrid and gasoline vehicle audiences are willing to try a new brand. For example, hybrid vehicle owners are likely early adopters of alternative fuel.² As a result, they may be more open to transitioning to electric vehicle ownership when it’s time to replace their vehicle. Additionally, this large audience offers the opportunity to reach vehicle owners who may need to purchase new automotive parts, accessories, or products for their vehicles.⁴ And among gas vehicle owners who registered a hybrid vehicle in Your Garage, 70% registered a different brand when adding a new vehicle.² This gives brands a great opportunity to connect with audiences that are not loyal to their current automotive supplier.
Amazon Ads can help brands selling electric and hybrid cars connect with alternative fuel audiences at the right time. For example, let’s take a look at the composition of EVs in Your Garage. We see that about 9 out of 10 are sedans or coupes, more than 60% are luxury brands, and almost 4 out of 5 are national brands.⁴ From an industry perspective, EV offerings have expanded to address customer demand for SUVs. This presents an opportunity to reach early EV users in Your Garage who may want to purchase a new EV SUV that offers more utility and ruggedness compared to their current EV sedan or coupe.²
Alternative fuel vehicle audiences on Amazon are also more likely to be younger adults, more educated, and have a higher income range compared to alternative fuel audiences overall.² In addition to understanding who your audience is, it’s also important to connect with consumers when they’re considering and/or ready to make a purchase. Through Amazon Ads, brands can not only reach alternative fuel owners in general, but also connect with their priority audiences based on attributes such as age, income range, and education level, as well as buying patterns that may indicate that they are in the market for a vehicle. For example, if an advertiser wants to connect with this audience through Amazon Music’s ad-supported tier, Pop, Alternative, Dance, and DJ are the most popular genres among the alternative audience based on audience size.²
Insights into the preferences of your intended audience are important benchmarks for developing an effective advertising strategy. Amazon Ads can help advertisers reach audiences through the services they use often, like shopping on Amazon, listening to ad-supported Amazon Music, or watching live sports on Prime Video. Brands looking to reach electric vehicle and alternative fuel buyers may want to consider using Amazon Ads solutions such as sponsored exhibition, Broadcast television commercialsY audio announcements.
1 Cox Automotive 2021 Path to V Adoption
two Amazon Internal, US Only, 2013-08-15 to 2022-01-31
3 Amazon Internal, US Only, 2017-01-01 to 2022-12-31
4 Amazon Internal, US Only, 2017-01-01 to 2022-01-31
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