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The crossroads of the electric car: communication and the law are ahead of the market

Institutions and manufacturers have set an expiration date for new diesel or gasoline cars
Zero emission vehicle sales, despite incentives, still represent a small market share

“Incentive measures alone don’t work.” Ursula von der Leyen, President of the European Commission, did not mince words in the announcement of the “Fit for 55” plan presented in July with which the Old Continent seeks to reduce polluting emissions in Europe by 55% in 2030 compared to 1990 levels. A program that has the main focus on road transport and that has set an expiration date for the sale of combustion cars on European soil: from 2035 diesel or gasoline vehicles will not be marketed, but neither will hybrids Colombia Email Address.

In the first half, sales of 100% electric cars were only 2% of the market
This expiration date for every car that generates emissions on the road is a deadline imposed in a market that lags behind the communicative reality of brands and new launches, dominated almost entirely by cars with alternative propulsion. However, the sales quotas do not yet respond to a demand in which marketing and advertising will play a fundamental role in its stimulus. According to data from the employers’ associations, 16,650 electric vehicles were sold in Spain in the first semester, both cars, vans, trucks or motorcycles, which together represent 41% more than in the same period of 2019, the year with which there are All these comparisons have to be made, but which currently only represent 2% of the market share.

In July, the month for which the most recent data is available, 83,900 passenger cars and SUVs were sold in Spain. Of these, 48% had gasoline engines, while 19% of those delivered were diesel. 33% corresponded with all the technologies that are considered as ecological and that go from gas to 100% electric cars, passing through hybrids of all kinds. In other words, not even adding all the alternative assumptions does the figure for low-emission vehicles come close to the quota that new thermal cars still have.

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The figures are positive in all segments, although behind the double-digit growth it must be understood that the starting levels are low. Only private markets such as Norway are several steps ahead. This country was the first in the world in which electric cars surpassed those of combustion in 2020, with a 54% share in favor of vehicles considered as zero emissions. The main key to Norwegian success is tax breaks, accompanied by higher levies on combustion engines.

This compensation and penalization strategy is not yet the logic to follow in other European states, especially in those where there are factories where the production load of diesel or gasoline vehicles is still important. And it is that the transition of the automotive sector is not only a question of sales, but also of a production model. Thus, the most reluctant to electrification point out that the greater simplicity of electric cars – where the core of everything is the battery – can lead to layoffs in an industry that, in the case of Spain, currently represents 10% of its GDP socialposts .

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