The Volkswagen Group is launching a cross-brand campaign to advise fleets and private drivers on the benefits of and prejudices against e-mobility.

The ‘Enter Electric’ initiative marks the group’s first-ever cross-brand communication campaign

The ‘Enter Electric!’ initiative marks the group’s first-ever cross-brand communication campaign and launches in response to slow take-up of electric cars across Europe and concerns that large number of consumers believe widespread myths.

The campaign will focus on suitability for daily use, battery performance, charging convenience and sustainability.

The launch of the campaign follows a similar initiative in the UK, where Auto Trader, ChargeUK and the Society of Motor Manufacturers and Traders (SMMT) have teamed up to promote a set of user-friendly facts about electric cars, endorsed by the Department for Transport.

A report by the House of Lords Environment and Climate Change Committee earlier this year in the UK expressed concern about a “concerted campaign of misinformation” about EVs and called for “a ‘go-to’ source of comprehensive, clear and balanced information.

The VW Group’s own campaign includes a special 12-page edition of Volkswagen Magazine that’s has already been published and seeks to refute common customer concerns with facts and arguments.

This is being joined by the ‘Battery ABC’ miniclip series, produced by Volkswagen Group Technology and PowerCo SE. The clips are being aired on a number of social media channels, sharing basic fact-based knowledge across brands.

In addition, the Volkswagen Group’s communication campaign delivers a new cross-brand e-mobility info hub, regularly updated with facts, stories, interviews and assets related to the thematic focus points of battery, charging, cost and sustainability.

The Volkswagen Group has 24 e-vehicle models in Europe already and the range is set to grow further in 2025.

Sebastian Rudolph, head of global group communications, said: “It is important to keep explaining technological change and to clarify both advantages and prejudices. This applies in particular to suitability for daily use, battery, charging convenience, and sustainability. With our cross-brand initiative, we want to make an informative contribution to this.”