Part 3: The Human Touch | How Your Brand Can Build a Movement
In Part 1 and Part 2, we've established that a strong narrative starts with a transparent supply chain and a clear mission. But to truly connect with people, a brand must make its vision tangible. It must demonstrate how its technology improves a person's life and build a community that feels part of something bigger. This is where you go from selling cars to creating a movement, so let’s continue:
Pillar 3: The User Experience – The Final Link to Daily Life
For many, the idea of an EV still comes with concerns. My experience has shown me that the most effective way to address this is by shifting the focus from the vehicle’s specs to the driver's experience.
Honda & GM: Brands like Honda are doing this by focusing on convenience and ease of use. Their messaging highlights how a simple app can pre-condition a car or how partnering with the Tesla Supercharger network makes charging as routine as getting coffee. General Motors has gone a step further with its GM Energy ecosystem, which provides vehicle-to-home (V2H) technology. This transforms the car from a simple mode of transport into a key part of a resilient home energy system.
Pillar 4: The Community – From Customers to Advocates
A brand’s community is its most powerful asset. This is where the narrative comes to life through shared experiences and a common vision.
Rivian & BYD: Rivian has built its brand around the community of outdoor enthusiasts. Its narrative, "Keep the World Adventurous Forever," creates a sense of belonging among customers who see themselves as part of a mission. Likewise, BYD has demonstrated a commitment to community building on a large scale. In late 2024, the company launched a 3-billion-yuan education charity fund to support scholarships and promote new energy vehicle technologies, showing a long-term investment in the next generation. This act of genuine support builds a powerful sense of loyalty that a thousand ads could never buy.
Pillar 5: The Broader Ecosystem – Shaping the Future
True leadership in sustainable mobility is about having the most expansive vision, not about having the best car. It’s about influencing the entire ecosystem.
Toyota & Volkswagen: Toyota’s "multi-pathway" strategy, which includes hydrogen fuel cell technology, shows a brand committed to a long-term, diverse solution for global decarbonization. Volkswagen’s "Way to Zero" plan also reflects this, with its investments in a circular economy and battery recycling.
Nissan & Geely: Nissan, a pioneer with the Leaf, now tells a powerful story of battery re-use. In a recent project at Rome's Fiumicino Airport, the company supplied 84 repurposed Leaf batteries for a large-scale energy storage system, proving the long-term viability of their technology on an industrial scale. Geely’s "inclusive mobility ecosystem" invests in everything from satellite networks to battery swapping technology, proving it is building for a future far beyond the single vehicle.
The Final Word
The era of simply being "electric" is over. As a PR professional with years of experience in this industry, I can tell you that the brands that win will be those that have the courage to build a transparent, purpose-driven, and human-centric narrative.
At Publicity Bureau, the approach is built on years of hands-on experience in the automotive, tech, and sustainability sectors, combined with a data-driven approach. The understanding is of the local challenges and the global opportunities.
Ready to move your story further? Let's talk.