Marketing Strategies for EV Adoption: A Consumer Perspective in Bangalore

This research investigates the marketing strategies influencing Electric Vehicle (EV) adoption from a consumer perspective, with a specific focus on the Bangalore market. As India’s technology and startup capital, Bangalore presents a unique demographic and a critical testbed for sustainable mobility. The study utilizes a descriptive research design, gathering primary data through a structured survey of 100 current and potential vehicle owners in Bangalore. Secondary data from academic journals and industry reports provide a theoretical backdrop. The analysis reveals that while government subsidies (35%) and lower running costs (25%) are primary motivators, the ‘Test Drive Experience’ (40%) is the most influential marketing activity in the final purchase decision. The most significant barrier to adoption remains ‘Lack of Convenient Charging Infrastructure’ (35%), followed by ‘High Upfront Cost’ (30%). The findings suggest that generic, national-level marketing campaigns are insufficient for the discerning Bangalore consumer. A hyper-local, digitally-led, and experiential marketing strategy is crucial for accelerating EV adoption. The paper concludes with actionable recommendations for EV manufacturers, including the creation of tech-park-based experience zones, location-specific digital marketing, and partnerships with residential communities to address charging concerns.