By Nick Brown of Ink Copywriters

EV converts mostly love their electric vehicles, but plenty of EV sceptics remain. So how do you dispel the myths and promote EVs to this legion of doubters? Can precision-targeted tone of voice and messaging be the catalyst?

Adoption rates for EVs are climbing. In 2025, electric vehicle UK market share increased by 23.9% compared to the previous year according to data from the SMMT, but the road to mass adoption has some notable potholes, not least for fleets, where the Government’s upcoming pay-per-mile duty is causing renewed hesitation.

Stubborn myths v salient messages

Firstly there are the myths that fuel doubts, and the realities that can diffuse them…

Battery angst doesn’t reflect real life. Lithium-ion battery packs for EVs are reliable and long-lived, and manufacturers provide reassuringly lengthy warranties. Advanced battery management systems mean fire incidents are very rare, and actually happen more frequently in ICE vehicles. Charging ‘best practice’ is much the same as any technology with a battery – don’t aim for 100% charge, just keep in the 80-90% zone for optimum cell health. And range anxiety? Every generation of EVs gets better – the average range for a new electric car in 2026 stands at 300 miles…

Notably, 60% of those who haven’t driven an EV cite battery lifespan as a concern, compared with 23% of EV owners.

Price and cost of ownership/usership have been falling. And the sheer diversity of EVs available means there’s almost an EV for everyone now – spanning over 150 models from the basic to the ballistic. The relative lack of moving parts in an EV usually has a positive impact on longer-term running costs too. Home charging is typically much cheaper on a per-mile rate than petrol or diesel and can be minimised further by switching to a smart tariff that exploits off-peak pricing. Insurance is still more expensive than comparable ICE choices, but as the technology matures, prices are dropping.

The key to reducing resistance over cost of ownership is knowledge. People need to know about the variety of financial incentives on offer. So education and clarity of message is vital here.

Research by Cox Automotive shows 71% of UK drivers say EV incentives would influence them to purchase, yet 53% don’t know what’s available.

The UK charging infrastructure didn’t get off to a flying start, but it has recently grown fast – 22% since October 2024 alone, according to data from Zapmap. And as with the other worries shared by sceptics, public charging concerns diminish rapidly with real-life EV experience.

Recent research saw 94% of EV drivers say the public charging access in their area is good.

Confirmation bias has a pervading influence on attitude to EVs – we tend to focus on evidence that resonates with our existing beliefs. So clear, objective information on charging frequency, average local costs and AC vs DC charging cost comparisons is vital as a counter balance for decision making. Language and tone should certainly avoid stridency and evangelism – ICE power is very much part of the equation and people choose it for numerous emotive and objective reasons – we’re clarifying EV advantages, not banishing a century and a half of engineering.

Noise pollution is clouding a core benefit

The debate around batteries, costs and charging is fogging a defining benefit – the big ‘why’ that underpins electrification. Better air quality is a given, and as an adopter you will be directly contributing to it. Much lower lifetime emissions, battery repair, remanufacturing, recycling and renewable energy charging all contribute to a greener grid long term – this stuff is central to EV adoption and needs to be pointed out, with ‘I get it’ clarity and impact.

Even amongst the most EV-resistant 55-64 age group, 63% think environmental impact is important. And that rises to 90% in the 25-34 group.

eVED: a curve ball for fleets

In July, the Government confirmed its Electric Vehicle Excise Duty – a pay-per-mile system set to start in April 2028. The impact on fleets was swift and predictable. Cost uncertainty stopped 44.2% of businesses from going electric in June, whereas in April the figure was 37.6%, according to research by Europcar Mobility Group UK. In parallel, we’re seeing real volatility around petrol and diesel costs, putting businesses and fleet managers between a rock and a hard place. At least for now.

Overall, resistance to EVs amongst both employers and employees is falling, with many business users happy with how easily EVs integrate into their daily routines. So the key takeaway when you’re looking at fleets is that remaining resistance is fundamentally practical, not cultural. An imminent unpredictable costing structure may be the last true barrier…

Tuning the message

It’s pretty clear that EVs in 2026 can counter most negative perceptions. But there are plenty of people, especially in older age groups, who are not keen to make the switch. And as we’ve said, experience is key. This is where properly targeted messaging, an empathetic argument and Tone of Voice can make a difference.

The way core information is presented and emphasised is so important when you seek to move people from an entrenched or reluctant position. The framing effect, as highlighted by behavioural science, articulates this. For example, an EV’s long-range mileage capability should always be the headline news rather than kilowatt-hours, which is strictly a measure of battery capacity and difficult to get excited about.

So a big part of persuading sceptics is to subtly reposition electrification through tone and language. The content is essentially the same, but emphasis and feel are different: ultra-focused on simple clarity; reassuring; providing an inspiring alternative to ICE, not an all-conquering takeover technology. “This is a mature and proven alternative to your ICE machine, so don’t think you’re leaping into a brave new world. Choosing an EV is an easy transition. The differences you’ll encounter quickly become second nature.”

There should never be any browbeating or blinding with science. Just plenty of guidance and real-world information wrapping a simple message: try it, live it, for yourself.

Even the idea of ‘feel’ can be positioned as a real EV quality. Because while drivers are losing the familiar and satisfying sounds of a petrol engine, and the tactile sensations and control associated with changing gears, there are different qualities to savour – not least bundles of torque from a standstill, refinement and good handling too if they choose carefully. As with ICE machines, these are living, breathing vehicles, not just electronic consumer goods.

As Paul Humphries, MD of retail at Cox Automotive Europe, puts it: “Drivers who’ve been behind the wheel of an EV don’t just understand the technology, they trust it.”

Bite size highlights for EV sceptics

• Reality is so much better than the myths. Discover EV life for yourself.
• EVs aren’t a novelty. They’re normal. It’s just that the new normal has a host of key advantages to enjoy
• EVs aren’t soulless technology. They’re cars. And as the choice and diversity widens, so does the breadth and depth of character and feel
• Your concerns really are being addressed. Each generation of EV gets better in terms of range, charging speed, choice and cost. And the charging network is growing fast. eVED however is a real ‘wait and see’ element for fleets.
• EVs aren’t sweeping away 150 years of petrol and diesel progress – there is still space for all good engineering – it’s simply that your choice is now wider and different
• It’s no coincidence that the vast majority of people who have chosen the EV road – whether private or fleet users – are happy to stay on it

About Ink: Established in 2005, we’re an award-winning brand writing agency that believes communications should work harder. We’ve written for some of the world’s most loved automotive brands including McLaren Automotive, Rolls-Royce and Škoda.