The Electric Vehicle Opportunity
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The Electric Vehicle
Opportunity
THE ELECTRIC VEHICLE OPPORTUNITY
2021
Electric Vehicles represent a key opportunity
“ Global automakers
are planning an
unprecedented
“ The future looks
bright for electric
vehicle growth.
“ Americans
overwhelmingly
want to see more
level of spending Consumers are electric cars
($300B) to develop more willing than available to buy,
electric vehicles ever to consider and believe that
buying EVs electric vehicles
have real benefits
2
The industry investment
is unprecedented
~$300B
The investment the global auto industry is
expected to spend on the development of
EVs over the next 10 years
3 Launch Calendar (as of April 2020)
Source: Global Automakers To Spend $300 Billion On EVs In 10 Years. January 2019.
FORECAST
Global EV Sales Unit and EV Share of New Cars
2020-2040
60 100%
We believe the EV
54
90%
50
80%
40
70% opportunity is even
SHARE OF VEHICLE SALES
60%
greater than
UNITS SOLD (MILLIONS)
30 50%
26
20
58%
40%
30%
current projections
9 20%
10
28%
10%
3% 10%
0 0%
2020 2025 2030 2040
Share New Car Sales (%) Units Sold
4 Source: BloombergNEF Electric Vehicle Outlook 2020
EV Launches by Year in the US
30 28
27
The market will soon 25 24
be flooded with 20
EV options 15
15
100 EVs will launch between 10
2019 and 2023, presenting consumers 6
5
with more options than ever
0
2019 2020 2021 2022 2023
5 Source: Automotive News: The Era of Electrification, October 2019. Information will be updated once more information is available.
Consumer interest in
EVs is on the rise
120 Worldwide Electric Car Search Volume1
RELATIVE SEARCH POPULARITY
2016-2020
100
80
96% of EV owners say they would
60
buy another electric vehicle2
40
20
Consumer preference for
0 alternative powertrains is up
2016 2020
YEAR +12% vs 20193
6 1. Google Trends; Search Term = Electric Vehicle
2. AAA Survey of Electric Vehicle Owners, January 2020.
3. IHS market EV sales forecast, May 2019. Deloitte US Global Automotive Consumer Study 2020
Covid-19 has created net new challenges, and
amplified existing pressures
Delayed Launches Potential Increased Continued Decreased
Consumer Interest Investment Fuel Cost
Covid-19 pushed back the New consumer interest in Investment and emphasis has Fuel and oil costs continue to
already high number of EV sustainability as personal health not slowed down despite the decline because of reduced
launches – leading to more and safety concerns rise. Ride impact of COVID-19. everyday movement.
market entries at the sharing, public transportation,
same time. and air travel are
being reconsidered.
Escalated Larger Market of Increased Pressure to Magnified Emphasis on
Competitive Market Potential Buyers Launch and Succeed Value over Cost
7
Despite this, for the first time in decades, every EV
manufacturer will be faced with the same challenge
Navigating the electrification age
Traversing an era while
evolving the brand and building credibility
Generating awareness of your electrified Establishing yourself as leader in the
vehicles, and your electric innovation and electrification race
technology
8 Launch Calendar (as of April 2020)
This new EV era will require
a fundamental shift in
marketing
From: Organic Reach To: Holistic Advertising
Word of Mouth Content & Storytelling
OEM Events Integrated Campaigns
PR Thought Leadership
Sliced Solutions Full-funnel Solutions
9
1 Misperception
The winners will
be those who
overcome 2 Credibility
three key
barriers
3 Influx of Options
1059% of U.S. consumers still
prefer a gas/diesel engine for
their next vehicle as of 2020
1 Price is the #1 factor deterring EV
Misperceptions consideration, especially as EV Tax
Information disparity rebates fall for market leaders
surrounding EVs
Range anxiety and
charging infrastructure
11
Source: Deloitte US Global Automotive Consumer Study 2020, KPMG“ At the start of 2020, Tesla was the
highest performing automaker in
terms of total return, sales growth
and long-term shareholder value.
2
Credibility
“
Ms. Barra and other G.M. executives
suggested that Wall Street had not
Consumers’ perception of recognized the company’s progress …
EV OEMs is skewed
“We have got to tell our own story,” Mr.
Reuss said. “The story hasn’t gotten out.
This is a real transformation of the
company.
12The number of EV options offered in the
U.S. is expected to surpass 100 by 2026
# Of EV Models Offered In The U.S.1 133
3
140
120
100
80
Influx of Options 60
38
Interest needs to be 40
18
20
converted into demand 0
2018 2020 2026
… But EVs are still the minority
In 2019, EVs made up 2% of the 17M vehicles sold2
13 1. IHS Markit Electric Vehicle US Sales Forecast, Top Segments, May 2019
2. Deloitte US Global Automotive Consumer Study 2020How do we overcome these barriers,
and convert interest into demand?
1 Misperception Normalize EVs
2 Credibility Position The Brand
Capitalize On
3 Influx of Options Existing Demand
14The NBCU approach
Addressing consumer barriers
CAPITALIZE ON
NORMALIZE EVs POSITION THE BRAND
EXISTING DEMAND
Convert the Known Drive New Demand Highlight Your EV Proposition
Get EV Prospects who are Get EV Prospects who are Get all potential buyers
considering an EV for their next unaware, or misinformed to view your brand as a
vehicle to consider EVs as a viable preferred EV manufacturer
to believe now is the time to buy option by reinforcing reputation
an EV by touting the everyday appeal and credibility around your
by reaching them with relevant and debunking misconceptions EV endeavors
messaging based on their place
in the consumer journey
MEASURE, TEST, AND LEARN
15Connecting
with narrow
to broad
audiences
Engaging
In-Market EV +
potential buyers Hybrid Intenders
Adjacent General
no matter their Interests Market Market
Current
phase in the Owners +
Potential buyers who
Potential buyers who Potential Buyers,
are likely to be in-
journey Look-a-Likes market for electric
have connected Broad 18+
interests such as
vehicle in the
environment, innovation,
near future
and technology
CAPITALIZE ON
EXISTING DEMAND
DRIVE NEW DEMAND
POSITION THE BRAND
16NBCU solutions
A cross platform approach to achieving your objectives
CAPITALIZE ON
NORMALIZE EVs POSITION THE BRAND
EXISTING DEMAND
Convert the Known Drive New Demand Highlight Your EV Proposition
In show Contextual Thematic Tentpole Integrated
Integrations Franchises Content Moments Content
Custom Cultural Fan Based Custom Innovative
Content Moments Opportunities Content Storytelling
LEAD GEN THROUGH
TARGETED DISTRIBUTION
17Thank You
THE ELECTRIC VEHICLE OPPORTUNITY
18
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