Expanding EV to the South: Same Look, Different Energy
The automotive industry has seen remarkable growth in electric vehicle (EV) sales, boasting improved range, wider model availability, and enhanced performance. In 2023, EVs captured 7.6% of the total U.S. vehicle market, marking a significant 5.9% surge from the previous year. In the fourth quarter of 2023, EV sales hit a record high, with 317,168 units sold, composing 8.1% of total vehicle sales. While progress towards the government's clean emission goal by 2026 is underway in the North, efforts are now directed towards the South. Since 2023, the EV surge is reshaping southern towns in states collectively known as the “Battery Belt,” such as Georgia, North Carolina, South Carolina, Tennessee, and Kentucky. Audi, catering to the Southern taste for fast, flashy, and reliable cars, is leading an innovative sustainable future with their e-tron models.
“H’Audi Down South”
EVs offer a viable solution to climate change and are more cost-effective to refuel compared to traditional gas cars. They emit significantly fewer toxic emissions, making them pivotal in reducing transportation-related climate-changing emissions across the South. Between 2016 and 2022, EV registrations in the South soared by over 640%, indicating a growing interest, with expectations of further increase. Not only are EVs exhilarating to drive with instant horsepower and futuristic aesthetics, but they also promise long-term savings of $6,000 to $12,000 for drivers.
Southern consumers, particularly those in agriculture and farming, prioritize vehicles that are reliable, spacious, and powerful. Despite prevailing perceptions of EVs being pricey and less reliable in terms of range and power, Audi’s e-tron vehicles challenge these notions, offering reliability, spaciousness, and robust engine performance similar to gas-powered vehicles. The campaign targets a demographic of those interested in either bettering the environment or who enjoy instantaneous performance and the sleekness of electric vehicles.
About Audi E-tron Models
Audi’s e-tron SUV and sedan models symbolize performance, design, and technology, powered by lithium-ion batteries and advanced thermal management systems. These vehicles have quick DC charging capabilities and consistent performance in various climates, requiring minimal service attention and resulting in reduced maintenance costs.
Accelerating Sustainability In the South
The “H’Audi Down South” campaign aims to accelerate the transition to sustainability by promoting its all-electric vehicles in the Southern U.S., focusing on the “Battery Belt” states. Targeting urban residents with a taste for luxury and performance, particularly Millennials and Gen Zers, Audi’s campaign emphasizes innovation, inclusivity, and sustainability. Through education, incentives, infrastructure development, and community partnerships, Audi focuses to revolutionize the automotive landscape in the South with their e-tron models.
Campaign Elements
“H’Audi Down South” elements will be featured in populated areas throughout the “Battery Belt” states, focusing on urban areas and technology towns that have bypassing traffic on foot and in cars.
Disclaimer: The information and ads contained in this site are for PR 524: Multimedia Content Creation for Brand Storytelling I’s Final and are not affiliated with Audi.
