Automakers and their agencies face a major marketing challenge in building consumer interest -- and confidence -- in a new generation of all-electric models. "The threat to any new technology is that 'c' word: 'compromise,'" said Mark Turner, chief strategy officer of Toyota agency Saatchi & Saatchi, Torrance, Calif. "If I look at the electric vehicles offered in the near future, my gut tells me many consumers may [indeed] view them as a compromise. It's a functionality and price issue. At the moment, it's easy to own a car with a conventional gas engine."
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