Creating effective marketing communication strategy for electric car mass market appeal.

As the collective minds of world leaders unite to fight climate change, the first order of business to tackle it is to reduce man made greenhouse gas emission. The shortest route to reducing the greenhouse gas emission is to eliminate fuel burning transportation vehicles that contributes ¾ of carbon dioxide emission and replacing it with electric vehicles. Electric cars are not a new invention, it has been around as long as fuel burning vehicles. However, the push for countries to adopt electrification forces automakers to sell electric vehicles with all of its positive and negative trait. This research applies a focus group discussion method utilizing phenomenological paradigm to understand the social phenomena about potential electric cars target market and audience. The key point of discussion through technology acceptance model and response hierarchy model, it is found that range is still the main issue facing electric cars for mass market adoption. Marketers needs to pay attention to creating marketing communication activities that addresses selling and education as to create an appeal for electric car mass market adoption. [ABSTRACT FROM AUTHOR]