Sixteen Major Automakers form Alliance to Promote Sales of Electric Vehicles


The automotive world has made peace with the proposition of electric mobility being the future of motoring. Even though other environmentally friendly technologies like Hydrogen powered cars might just be more efficient and reliable, they don't seem to be experiencing the same growth as the electric vehicle industry. As of last year, around 200,000 electric cars were sold in North America. This constitutes for nearly 2 percent of the 17 million vehicles which were sold in the country, last year.

Even though the electric vehicle industry is still niche, the market for the electric vehicle is constantly growing. This has prompted the electric vehicle manufacturers to put together a fresh marketing campaign which aims to tempt American consumers into going green and switching to battery powered cars.

Sixteen EV producers have joined forces with seven Northeastern states to promote a new promotional campaign. The campaign has been designed to promote electric car sales across America. The promotion is not exclusively affiliated with any company but aims to influence the consumer base to switch to either all-electric mobility or opt for plug-in hybrids. The incorporation of both EVs and plug-in hybrids aims to reach a broad target demographic.


This collaboration is called ‘Alliance of Automobile Manufacturers' and its senior director of environmental affairs, Steve Douglas implores customers to buy electric car and be responsible towards the environment and believes it is vital that the switch is made as soon as possible. The campaign itself is called "Drive Change. Drive Electric" and was launched at the New York International Auto Show. The collaboration includes makes like BMW, Fiat Chrysler Automobiles, Ford, General Motors, Honda, Hyundai, Jaguar Land Rover, Kia, Mazda, Mercedes-Benz, Mitsubishi, Nissan, Subaru, Toyota, Volkswagen, and Volvo. The states which support this initiative include Connecticut, Massachusetts, New Hampshire, New Jersey, New York, Rhode Island and Vermont. Douglas also stated that the automakers prioritize reduction of taillight pollution and are dedicated towards stopping climate change.

A highlight of this alliance can be credited to the participation of Volkswagen group, as a few years ago, they experienced substantial scrutiny for the Dieselgate scandal.

Senior policy advisor, Elaine O' Grady stated that the campaign will be designed to reach as many people as possible. To achieve the same, mediums like social media, advertising, and strategic events will be utilized. The budget for the campaign, however, remains undisclosed.

The interest in EVs is consistently on the rise. Daimler announced that it will invest $11.7 billion to go on to introduce 10 electric models and 40 hybrid models. In addition to its recent filling for a cryptocurrency patent, the company also announced that it will invest $11 billion into developing electric and hybrid technology for 40 models which will hit the market by 2022.

The threat for this campaign comes in the form of low gas prices. Automakers fear that their electric offerings will end up sitting in the dealer lots as the average American consumer will move towards gas-powered SUVs and trucks which seem to be the popular market trend.

Manish Kharinta
Manish Kharinta
Manish Kharinta is a automotive writer based in the Los Angeles area. He has worked for automotive industry websites, and His experience ranges from covering auto shows, to car reviews and breaking automotive news. Manish aims to bring forth his unique perspective on automotive design and technological innovations in the automotive industry.
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