People who buy electric cars are considered to be more open to trying new things and giving a chance to smaller brands than car lovers who stick to their traditional rides. However, with the market being filled with automotive startups such as Rivian and Lucid, international car companies have long treated this as a niche that will never grow to be a serious market.
While these young and innovative companies dominated the electric car market, giving rise to giants like Tesla, traditional carmakers finally realized it was time to take electric vehicles seriously. As a result, General Motors, Volkswagen, and Ford upped their game and became serious competitors.
Taking advantage of the fact that customers who seek electric cars are open to trying different brands, these companies managed to attract a significant number of new customers. For example, 70% of people who purchased the Ford Mustang Mach-E were not Ford customers before.
Numbers show the same trend for GM’s Chevrolet Bolt — 60% were car buyers who previously had no contact with the brand. Even Volkswagen, that’s not as popular in the American car market, is experiencing a rise of 60% in new customers.
Of course, Tesla remains unprecedented in sales numbers on the electric car market. However, these big brands’ success in investing in electric vehicles guarantees they will increase their involvement and introduce cutting-edge technologies to the field.