Politically conservative buyers have historically been less interested in electric vehicles, according to survey data from YouGov. But this year, for the first time, more conservatives than liberals considered buying cars from Elon Musk-owned Tesla. Musk has strong ties with conservative President-elect Donald Trump.
While the majority of right-leaning car buyers still aren’t keen on battery-powered cars, the Musk factor seems to be thawing some of their resistance. In March, 83% of Republican-identifying survey respondents told YouGov that they wouldn’t consider buying an EV. By September, that number dropped to 74%.
In an effort to scoop up more right-leaning shoppers curious about EVs, the Electrify Expo is dropping Austin from its 2025 tour. Instead, the festival’s Texas stop will be in Dallas.
“This is not a left-leaning form of transportation anymore,” Birtwell said, miming air quotes. “This is transportation for everybody. Doesn’t matter which way you lean. Come check it out and see if it’s right for you.”
Tackling range anxiety
Hesitation around EVs is about more than just political affiliation. Many consumers still feel that battery-powered cars are less reliable and more expensive, and aren’t confident they’ll be able to charge when they need to.
To address those concerns head-on, Ford launched a campaign on Oct. 1 about what potential EV owners need to know before buying.
The “Ford Power Promise” campaign focuses on dispelling myths and educating people on at-home charging, on-the-road charging, how EV batteries work, and the ongoing support and guidance that the brand offers to owners. The campaign also coincides with a promo offering free standard installation of an at-home charger for anyone who purchases or leases a Ford EV before Jan. 2, 2025.
The goal is that “people feel comfortable to take this step, because they know that we’re there to help no matter where they are, no matter what,” Jessi Leahy, head of retail execution and innovation at Ford, told ADWEEK during the Electrify Expo.
