Several manufacturers, including Toyota, Nissan, Vauxhall and Renault, have launched high-profile electric car models, but take-up in the UK has been disappointingly slow to date.
Only about 3000 electric vehicles were sold in the UK last year, and mostly to company fleets rather than individual consumers. With manufacturers such as BMW and Ford also set to roll out electric cars, the industry wants to overcome public scepticism.
Under the aegis of trade body the Society for Motor Manufacturers and Traders (SMMT), car companies hope to transform the perception of electric cars ‘from novel to normal’, and encourage consumers to buy ultra-low-emission vehicles.
The SMMT has approached ad agencies with a brief to create a compelling creative concept that it will pitch to government departments, in the hope of securing matched investment for a co-funded campaign.