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World Electric Vehicle Journal is published by MDPI from Volume 9 issue 1 (2018). Previous articles were published by The World Electric Vehicle Association (WEVA) and its member the European Association for e-Mobility (AVERE), the Electric Drive Transportation Association (EDTA), and the Electric Vehicle Association of Asia Pacific (EVAAP). They are hosted by MDPI on as a courtesy and upon agreement with AVERE.
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Emotive – Promoting the Electric Vehicle Experience

Fraser Basin Council, 1st Floor 470 Granville Street, Vancouver BC, V6C 1V5, Canada
Metro Vancouver, 4330 Kingsway, Burnaby BC, V5H 4G8, Canada
Author to whom correspondence should be addressed.
World Electr. Veh. J. 2016, 8(3), 685-690;
Published: 30 September 2016


A significant obstacle for electric vehicle uptake is that consumers lack awareness of EVs and don't yet see them as a viable option. In an effort to raise public awareness of this emerging technology in British Columbia, several partners launched a public outreach campaign called "Emotive - the Electric Vehicle Experience". This campaign plays on the tactile and emotional appeal of EVs and portrays them as fun and exciting. This paper will take you through the development and execution of the campaign strategy, success and challenges to-date, and how outreach efforts are being amplified through community partners and ambassadors across the province.
Keywords: consumers; education; marketing; EV; communication consumers; education; marketing; EV; communication

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MDPI and ACS Style

Argue, C.; Hou, E. Emotive – Promoting the Electric Vehicle Experience. World Electr. Veh. J. 2016, 8, 685-690.

AMA Style

Argue C, Hou E. Emotive – Promoting the Electric Vehicle Experience. World Electric Vehicle Journal. 2016; 8(3):685-690.

Chicago/Turabian Style

Argue, Charlotte, and Eve Hou. 2016. "Emotive – Promoting the Electric Vehicle Experience" World Electric Vehicle Journal 8, no. 3: 685-690.

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