2014 has been a good year for sales of plug-in cars, even if low gas prices the past few months may be pinching sales. Automakers like Nissan and Kia are investing growing amounts of money in marketing their electric cars, though GM has been far more conservative in its plug-in car advertisements.
Using iSpot, which dedicates itself to estimating advertising costs for various products, Autoblog Green found that Nissan recently added $9 million to the initial $22 million advertising budget it had allocated in 2014 for the LEAF. That money has gone towards promoting the #KickGas ad campaign and the “world’s cleanest car” prank, including television and Internet advertising spots That brings the brand total to around $31 million, much of it spent convincing conventional car drivers that the LEAF is fun, practical, and a money saver. With the most invested in electric vehicles (at least as far as conventional automakers go), Nissan is naturally the most invested in green car marketing.
Surprisingly though, it isn’t GM or BMW that has invested the second-most money into plug-in car advertising, but rather newcome Kia. The Kia Soul hamsters have been a marketing success for Kia, and with the new Soul EV the Korean automaker is just giving customers more of what they love. The $15 million Kia spent on advertising the Soul EV is a lot more than GM has spent on Chevy Volt ad spots, totaling just $2 million in the past two years.
The debut of an all-new 2016 Chevy Volt in January is likely to bring on a new advertising blitz from GM, and Nissan is likely to increase its spending when the new LEAF is unveiled. While these advertising budgets are still comparatively small in the greater scheme of things, it shows that automakers are starting to commit serious money to marketing a new kind of mobility.
That actually that sounds like a pretty good tagline for a commercial. You’re welcome.