Automakers tap creators to sell electric dreams

Automakers are increasingly tapping influencer networks to promote electric vehicles, transforming a practice that began as sporadic invites to car launches into a new marketing mantra.

- Pratishtha Bagai & Ayaan Kartik

As electric vehicle (EV) adoption falls below industry expectations, companies are betting that social media creators can do what traditional advertising hasn't—alleviate consumer anxieties and drive sales.

Makers of electric scooters and cars regularly enter into such content collaborations, with influencers testing EVs in everyday and demanding situations, helping manufacturers set narratives on affordability and practicality.

Pooja Asar, head of marketing at Tata Passenger Electric Mobility, said the role of influencers is crucial as the industry is in the middle of creating a new category.

"In the case of EVs, influencers are especially critical. As a young category facing misconceptions, EVs benefit from trusted voices who can bust myths, explain benefits, and accelerate adoption," said Asar. "Influencers and category growth go hand-in-hand. A robust influencer strategy is essential for any category to achieve scale and success."