The UK government, auto industry and key automakers have joined to launch a campaign encouraging drivers to consider buying ultra-low emission vehicles (ULEVs).
The campaign will include print, radio and online advertising “to drive consideration of zero or ultra-low emission vehicles”.
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‘Go Ultra Low’ will be a 12-month campaign “to help motorists understand the benefits, cost savings and capabilities of the raft of new ultra-low emission vehicles on the market”, the Society of Motor Manufacturers and Traders (SMMT) said in a statement.
Supported by the local units of BMW, Nissan, Renault, Toyota and General Motors‘ Vauxhall, the new campaign will prompt car buyers to consider the benefits of pure electric, plug-in hybrid and extended-range vehicles with information about their low running costs, ease of charging and impressive range.
These automakers collectively offer a good mix of such vehicle types in their UK model lines.
A website, www.GoUltraLow.com, has been set up to provide a one-stop-shop for information about owning and running one of these vehicles, the makes and models available and the locations of the thousands of publically available chargepoints, the SMMT said.
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By GlobalDataIn the last three years alone, almost 20 electric and plug-in cars and vans have been launched in the UK.
With the average UK journey being less than 50 miles, the campaign asks potential buyers: “What are you waiting for?” especially when it comes to eliminating or reducing traditional fuel costs, and opting for a car with either zero, or less than 75g/km of CO2 emissions.
Coalition deputy prime minister Nick Clegg MP noted the government was allocating about GBP9m to boost chargepoints across the country to help drivers to ‘go green’.
“This means we can lower UK emissions and create high-tech engineering and manufacturing jobs to boost our economy,” he said.
SMMT chief executive Mike Hawes said: “Some of the country’s leading automotive brands are pooling resources with government to encourage more car buyers to consider going ultra-low. We want the [campaign] to help the public understand how these new cars work, their benefits and capabilities, and how they could be a perfect fit for their personal, business or fleet needs.”
The collaborative campaign is the first of its kind, bringing together the Department for Transport, the Office for Low Emission Vehicles, SMMT and the automakers.
As well as advertising, there will be a ‘celebrity ambassadors programme’, online community campaigns and fleet partnerships throughgout 2014.
The government’s GBP9.3m investment in additional recharge infrastructure includes: GBP5.8m for more than 140 new rapid charge points that can fully recharge a ULEV in 30 minutes in towns and on major roads where there has been an historic lack of chargepoints, creating a UK-wide network of around 500 rapid chargepoints; GBP600,000 for 80 more charge points at train station car parks; plus grants of GBP2.9m for public sector organisations to install more than 450 charge points on their own properties for staff, fleets and visitors.
The public sector is seeking to lead by example by demonstrating commitment to ultra-low emission transport. The successful organisations include a central government department (MOD), two of the devolved administrations (Scotland and Northern Ireland), Defence Science and Technology Laboratory at Porton Down, a number of NHS trusts, two fire and rescue services (Devon and Somerset, and London), a police force (Gloucestershire), and several local authorities.
The government has also committed to spend GBP5m to introduce electric vehicles across government and wider public sector fleets this year.
The British Vehicle Rental and Leasing Association (BVRLA) welcomed the launch of the campaign.
Chief executive Gerry Keaney said: “It’s encouraging to see the government joining forces with the motor industry to showcase a range of attractive ultra-low emission vehicles.
“This campaign will raise awareness of the benefits of driving ultra-low emission vehicles and dispel many of the misconceptions. We expect it will boost demand for new and used electric cars and vans.”
He said the government allocated the GBP9.3m towards installing charging points after a BVRLA-assembled expert group of members and fleet representatives gave the government a range of incentives and actions to kick-start the market for ULEVs.
At a meeting held at the end of 2013, rental, leasing and commercial vehicle companies suggested giving tax incentives to install charging infrastructure and providing subsidised or free electric vehicle parking. Other recommendations included introducing an emissions-based AMAP regime and reinstating 100% first-year allowances for leased or rented ultra-low emission vehicles.
Keaney added: “BVRLA members already own and operate hundreds of plug-in electric and hybrid vehicles, and fleets are already using electric vehicles actively. It’s reassuring to see that our recommendations are being acted upon, and the BVRLA supports any initiative that will spark businesses into acquiring ultra-low emission vehicles.”
