Feb 4

Feb 4 An EV Super Bowl Party

[Feb. 4, 2020]

If you’re a well-informed EV enthusiast, it’s easy to get jaded when you hear news about developments that seem incremental, or when new EV models are introduced that fall short of the class leaders (predominantly Tesla) in range, performance, or features. Then you encounter a friend or family member who has never ridden in or driven an EV. Often times, their response will be, “I rented a Prius once.” With that low bar of expectations, the first time they feel the full wallop of modern EV torque, their mentality about EVs is instantly transformed.

If you live in an area where EVs are common (Coastal California, Atlanta, Norway, the Netherlands, and various other urban centers) you may find it hard to believe there are that many people who haven’t personally experienced an EV in some form. Yet statistically, the overwhelming majority of drivers in both the U.S. and Europe have had little to no exposure or experience with EVs. As noted before, the predominant narrative for most of them is “slow, weird-looking, and short-range.” Some have likely heard about Tesla from news reports, and have possibly seen YouTube videos of 0-60 runs in Ludicrous mode, but for most, a ride in a $100,000+ luxury sedan is a distant reality. It’s a “1-percent” experience.

So when GMC, with the help from newfound spokesperson LeBron James, highlighted the new GMC Hummer EV’s massive power and torque, and emphasized its silent operation, many people were intrigued. It’s hard to ignore 1,000 horsepower and 0-60 in 3 seconds, no matter how much of a petrol (or diesel)-head you are. And although the automotive media covered the Mach-E’s debut like flies on a summer picnic spread, the 2020 Super Bowl was likely the first time many people had even seen or heard of this new Mustang-badged crossover.

This also marks an emphatic shift in how some OEMs are approaching EVs. Prior to the Chevrolet Bolt, the Nissan Leaf, and Tesla, almost all of the automakers were cynically approaching EVs as “compliance cars.” The Mach-E was deliberately re-thought early in its development stage to be sexy and high-performance, a radical departure from the original plan for a practical, nondescript hatchback. And there’s no practical need for a 6,000+ pound truck to have 1,000 horsepower and go 0-60 in 3 seconds unless you’re looking to make a major statement.

Sure, there are probably still many that remain skeptical, but there will almost certainly be inquiries at their local dealers about “That new electric Hummer” or “That new electric Mustang SUV.” While those vehicles are still the better part (or more) of a year out from being in showrooms, generating at least some level of advanced buzz can only help the visibility and desirability of EVs in the minds of the masses.

To that end, below are some of the buzz-building ads that aired during the 2020 Super Bowl on Sunday, Feb. 2, 2020.