A Modern Approach Using Social Marketing Platforms!
The automotive market in Nepal is undergoing a significant transformation as electric vehicles (EVs) gain traction alongside traditional Internal Combustion Engine (ICE) cars. Selling these two types of vehicles requires distinct approaches due to differences in consumer preferences, infrastructure and market dynamics. ICE cars appeal to buyers seeking affordability, familiarity, and reliability, while electric cars attract environmentally conscious consumers interested in sustainability, innovation and long-term cost savings.
Key challenges in selling EVs in Nepal include limited charging infrastructure, higher upfront costs, dilemma about resale value and range anxiety, whereas ICE cars face criticism for their environmental impact and reliance on imported fossil fuels. Effective sales strategies for EVs involve leveraging social marketing platforms to educate consumers, highlight government incentives, and emphasise environmental benefits. For ICE cars, the focus remains on performance, affordability, and established infrastructure.
By tailoring marketing campaigns, addressing consumer concerns, and utilising platforms like Facebook, Instagram, YouTube, LinkedIn, vlogs, reels and TikTok, dealerships can effectively cater to both segments. The future of automotive sales in Nepal lies in balancing the transition to electric mobility while meeting the needs of traditional car buyers, ultimately driving the country toward a greener and more sustainable future.
In today’s fast-evolving automotive market, the shift from Internal Combustion Engine (ICE) cars to Electric Vehicles (EVs) is more than just a trend – it is a revolution. For dealerships and sales professionals, this transition presents a unique opportunity to leverage the latest sales techniques and social marketing platforms to effectively communicate the differences between electric cars and ICE cars. Here’s how you can use modern strategies to sell electric cars in a competitive market.
1. Understand the Audience: Tailor Your Messaging
ICE Cars:
Traditional car buyers often prioritise factors like affordability, fuel efficiency, and familiarity. They may be hesitant to switch to EVs due to concerns about range, charging infrastructure, or upfront costs.
Electric Cars:
EV buyers are typically tech-savvy, environmentally conscious, and forward-thinking. They value sustainability, innovation, and long-term cost savings.
Sales Technique:
Use social media platforms like Facebook, Instagram, YouTube, LinkedIn, vlogs, reels and TikTok to create targeted campaigns. For ICE car buyers, highlight the reliability and affordability of traditional vehicles. For EV buyers, emphasise the environmental benefits, cutting-edge technology, and cost savings over time.
Example:
- ICE Campaign: “Looking for a reliable car that won’t break the bank? Explore our range of fuel-efficient ICE vehicles today!”
- EV Campaign: “Join the green revolution! Discover how our electric cars can save you money and reduce your carbon footprint.”
2. Leverage Storytelling and Emotional Appeal
ICE Cars:
Appeal to nostalgia and the emotional connection people have with traditional cars. Highlight the thrill of driving, the sound of the engine, and the sense of freedom.
Electric Cars:
Tell a story about innovation, sustainability, and the future. Show how driving an EV contributes to a cleaner planet and a better future for the next generation.
Sales Technique:
Use Instagram Stories, TikTok, and YouTube to share customer testimonials, behind-the-scenes content, and engaging narratives.
Example:
- ICE Story: “There’s nothing like the roar of an engine and the open road. Experience the thrill of driving with our latest ICE models.”
- EV Story: “Meet Mr and Mrs Rana, who switched to an electric car to give her kids a cleaner, greener future. Watch their journey to sustainability!”
3. Educate and Address Concerns
ICE Cars:
Buyers are already familiar with ICE vehicles, so focus on highlighting specific features, performance, and value for money.
Electric Cars:
Many potential buyers have misconceptions or concerns about EVs, such as range anxiety, charging time, and battery life and cost for battery replacement, after sales service, availability of spare parts, use social platforms to educate and reassure them.
Sales Technique:
Create informative content like infographics, FAQs, and live Q&A sessions on Facebook and Instagram. Use influencers, and YouTubers to post detailed explainer videos about EV technology, charging infrastructure, and maintenance through different social media platforms.
Example:
- ICE Content: “5 Reasons Why Our ICE Cars Are Perfect for Your Daily Commute.”
- EV Content: “Debunking EV Myths: Everything You Need to Know About Charging and Range.”
4. Highlight Cost Savings and Incentives
ICE Cars:
Focus on low upfront costs, fuel efficiency, and resale value.
Electric Cars:
Emphasize long-term savings on fuel and maintenance, as well as government incentives like tax rebates in Annual vehicle Tax and reduced import duties.
Sales Technique:
Use Instagram Reels and TikTok to create short, engaging videos that break down the cost comparison between ICE cars and EVs.
Example:
- ICE TikTok & Reel: “Save big on fuel with our latest ICE models—perfect for budget-conscious drivers!”
- EV TikTok & Reel: “Did you know? Switching to an electric car can save you thousands in fuel and maintenance costs. Plus, enjoy government incentives!”
5. Showcase Technology and Innovation
ICE Cars:
Highlight advanced and proven technology and features like turbocharged engines, infotainment systems, and safety technologies.
Electric Cars:
Focus on cutting-edge EV technology, such as regenerative braking, autonomous driving features, and over-the-air software updates.
Sales Technique:
Use all social media platform to share thought leadership content about the future of mobility and the role of EVs. Post interactive content like polls and quizzes to engage your audience.
Example:
- ICE Post: “Experience the power of innovation with our latest ICE models, equipped with state-of-the-art technology.”
- EV Post: “The future is electric! Discover how our EVs are redefining the driving experience with advanced tech and sustainability.”
6. Build a Community Around Your Brand
ICE Cars:
Create a community of loyal customers who share a passion for traditional cars. Host events, car meets, and test drives.
Electric Cars:
Build a community of eco-conscious drivers who are excited about the future of mobility. Use social media to connect with EV enthusiasts and share their stories.
Sales Technique:
Use Facebook Groups, Instagram Communities, and LinkedIn Groups to foster engagement and create a sense of belonging.
Example:
- ICE Community: “Join our ICE Car Enthusiasts Group and connect with fellow drivers who share your passion!”
- EV Community: “Be part of the EV revolution! Share your journey and connect with like-minded eco-warriors in our Electric Car Lovers Group.”
7. Offer Personalized Experiences
ICE Cars:
Provide tailored recommendations based on the buyer’s lifestyle, budget, and preferences.
Electric Cars:
Offer personalised consultations to address specific concerns about EVs, such as charging options and range.
Sales Technique:
Use chatbots on Facebook Messenger and Instagram to provide instant, personalised responses to customer inquiries.
Example:
- ICE Chatbot: “Hi! Looking for a reliable car? Answer a few questions, and we’ll recommend the perfect model for you.”
EV Chatbot: “Curious about electric cars? Let’s find the right EV for your lifestyle and budget!”
Conclusion
Selling electric cars and ICE cars requires a nuanced approach that leverages the latest sales techniques and social marketing platforms. By understanding your audience, addressing their concerns, and highlighting the unique benefits of each type of vehicle, you can effectively cater to both traditional and modern buyers. With the right strategy, you can not only drive sales but also contribute to a sustainable future. Whether it’s the roar of an engine or the whisper of an electric motor, the key is to connect with your customers on a deeper level and guide them toward the right choice for their needs.
(Baral is Ph.D. Scholar at Tribhuvan University and Automobile enthusiast)
