The smell of diesel will soon be a memory. The likes of BMW, Volkswagen and Volvo are emulating Tesla by making electric vehicles (EVs) as appealing as existing cars. The narratives behind these brands are helping to drive electric into the automotive mainstream. We trust BMW to deliver vehicles that embody performance, Volkswagen to provide quality and Volvo safety.

From 0 to 60

Not only do new EV brands have to overcome resistance to a new technology, they have to convince customers to forego these familiar names. What will make us want to get behind the wheel of a brand like Polestar or NIO? Create desire must be the starting point for any new brand. All EV brands are selling the future of mobility, so EV startups need to find a different way into this market to stand out.

Electric goes commercial

Truck makers have been slow to adopt EV technology. We’ve been following startups targeting the short-to-medium range commercial EV sector market. It’s a smart move because making short trips and frequent stops in a conventional truck generates high emissions and low fuel efficiency. The contrasting approaches taken by some of these startups bring home the challenges faced by any innovator aiming to disrupt a conservative industry.

Blade Runner or Convoy?

Some commercial EV brands embody modernity through sleek product design and digital communication. The message: the future is here, now. In the next lane are those that wrap new technology in chunky old-world styling that suggests heavy duty and bacon sandwiches. They say, what comes next doesn’t have to be that different from where we are now. It’s going to be fascinating to see which way this market will turn.

Tomorrow, on wheels

Will it be the pragmatism of the small change or the leap forward that wins the hearts of fleet managers? The journeys of other successful breakthrough brands offer direction. Who would have predicted we’d choose a phone made by a failing computer brand over our tried and tested Nokia? Or stream music through Sonos or Beats, not Bose or Bang & Olufsen? These brands had ideas and it’s ideas that create desire. Once we’ve seen tomorrow on wheels, we’re unlikely to want anything else.