EVs Present Automotive Marketers the Ultimate Omnichannel Challenge

The transition to electric vehicles (EVs) in the U.S. is not merely a trend but a shift in the automotive landscape that reflects changing consumer preferences and market dynamics. While this evolution aligns with a global movement, it also presents unique challenges and opportunities within the U.S. market … and for U.S. auto marketers.  

In 2024, the U.S. EV market continued to grow, with more than 1.3 million sold, marking a 7.3% increase from 2023. The momentum carried into this year, with nearly 300,000 EVs sold in the Q125, representing a 7.5% share of total new-vehicle sales and an 11.4% YoY increase.  

While growth continues, the EV landscape is anything but stable. We are seeing shifts across the board with new entries coming into the market, and a few losses of longstanding nameplates. Taking a closer look: Tesla remained the top-selling BEV brand, but saw a 9.6% drop in sales YoY. However, we saw Ford, General Motors, and Nissan show significant growth, and brands like Stellantis and Honda gain volume across new models, signaling a diversifying EV landscape.  

This paradigm shift necessitates a strategic reevaluation of marketing approaches. Particularly, the need for a unified and consistent narrative across all tiers of automotive marketing: awareness, consideration, and purchase. It’s more important than ever to consider how, where, and why the messaging strategy is connected across the entire consumer journey. Ensuring a cohesive message is vital for educating and persuading a market still acclimatizing to EVs as a mainstream choice—and discovering that the options are ever-changing and vast.

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Diverse Customers, Omnichannel Journeys

The U.S. market, known for its demographic, economic, and geographic diversity, also exhibits a multifaceted media consumption pattern, fragmented across smartphones, tablets, computers, and smart TVs. Consumers engage across a spectrum of channels, platforms, and devices, necessitating an omnichannel marketing strategy. Their habits span traditional mediums like TV and radio, digital platforms like social media and the open web, and the burgeoning realm of CTV and streaming services.

The challenge for automotive marketers lies in creating narratives that resonate across channels and devices, while reaching consumers with evolving questions. One of the biggest barriers to EV adoption remains a lack of understanding around charging. Without clear information, fear can outweigh excitement. That’s why education needs to be at the forefront of a messaging strategy, to prepare and inspire consumers for a new way to move.

Today, storytelling must transcend a siloed, channel-by-channel approach. Omnichannel marketing isn’t just about showing up on every platform—it’s about weaving a seamless, integrated experience where every interaction moves the consumer closer to action. Traditional roles of media channels must evolve. A TV spot isn’t only about broad awareness. Digital media isn’t just for consideration. Every channel plays a role in informing, inspiring, and reassuring consumers that the shift to electric is the best choice for them.

Expanding and integrating the narrative across platforms gives marketers the opportunity to educate, excite, and cultivate a new generation of EV buyers—while strengthening relationships with existing customers.

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Leveraging Modern Marketing Tools

The EV buying journey is extensive, often stretching across thousands of touchpoints over many months. Managing these journeys requires dynamic, adaptive campaigns that reflect the diverse hopes and concerns consumers associate with EVs.  

CTV, dynamic video, and audience insight tools help make this possible. Advanced targeting can pair core creative messages with interactive second-screen experiences, guiding consumers through their purchase journey while focusing on educational narratives.  

Dynamic creative optimization (DCO), powered by generative AI and large language models, emerges as a critical enabler—managing omnichannel personalization at scale and keeping creative relevance high.  

On the production side, AI enables the creation of thousands of personalized ad variations—each tailored to specific audiences, channels, and performance goals—reshaping the automotive purchase funnel for a diversified, digital-first world. It’s about empowering marketers to meet consumers with greater relevance, speed, and scale.

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The Bigger Picture

This reinvention isn’t just about brand success—it’s about accelerating a necessary shift toward sustainability. As EV adoption grows, marketers must simplify the narrative, connect the brand story, and guide consumers through the transformation.

Marketers are not only adapting to this evolving landscape—they are helping shape it. By uniting creativity, technology, and purpose, automotive marketers have the power to drive not only consumer action but societal progress.

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