For some time now, many have been watching the automotive industry wondering when the tipping point would be. At what point would electric or hybrid vehicles transition from being a niche vehicle to something the “average car buyer” might consider. Some are saying, 2018 could be that year. That might be an overly optimistic viewpoint. Currently, electric cars only account for about 1.5 percent of all auto sales in the United States. But that could be changing very soon. The metrics that will push the needle include price, availability, and convenience.

First, price. For many consumers, the bigger price tag put even hybrid vehicles out of reach. Now, though, as the price for new gas-powered cars creeps up and companies like Tesla are beginning to sell more affordable vehicles, price is becoming less of an issue. Availability is another big concern. There just aren’t as many electric cars out there for people to buy. That, too, will change. With the Tesla Model 3 and the Nissan Leaf hitting dealerships across the nation, other automakers are scrambling to get their own fully electric competitors out to the market.

Chevrolet’s Bolt EV will be available nationwide for the full year in 2018. While the model was available in limited numbers in ’17, they landed in the market at a time when a lot of purchases had already been made. Nissan will also be re-introducing its redesigned Leaf into production in 2018. The Leaf can’t compete with other EVs head-to-head due to distance limitations, but it can certainly compete on price. If Nissan can get more out of a charge without adding too much to the price tag, they could enter the market as a spoiler to established electric brands.

Tesla still has the brand advantage, as the first and most popular fully-electric car. The brand carries a certain reputation, a mystique that the other traditional brands have yet to build. Ford, Chevy, Nissan, and others may come out with EVs, but they have to overcome the Tesla “cool factor.”

Then there’s the convenience factor. If there are not enough places to recharge vehicles, consumers are less likely to want the aggravation of adding their own home charging stations. But, as more stations are becoming available, that frustration will fall away as a detriment. One of the possible motivators for this change will be fully electric long-haul shipping. Recently, a handful of major retailers and shipping companies ordered fleets of Tesla’s vaunted electric semis. The need to charge those trucks on the road could create a wave of change.

Whatever does happen in the auto industry in 2018, one thing is certain… it will never be the same.

Ronn Torossian is the Founder and CEO of the New York based public relations firm 5WPR: one of the 20 largest PR Firms in the United States.

 

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.