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Cognizant of the importance of branding, EV manufacturers have launched widespread, ambitious advertising campaigns to connect with buyers considering EVs. Both GM and Nissan have aggressively marketed the releases of the Volt and Leaf through television commercials, print advertisements, and online/new media campaigns – what other companies such as Ford and Honda will make an immediate impact?

For both established car brands and EV start-ups, the newness of EV technology provides a unique opportunity to win market share, define consumer perceptions, and establish a foothold in a newly developing class of vehicles. To gain insight into the role that car brands will play in the EV market, Zpryme revisited the consumer survey component of the Airbiquity-sponsored The Electric Vehicle Study conducted in December 2010.