National Drive Electric Week came to a close this weekend, a nationwide effort that had almost 200 locations across the country host parades, test-driving events, and exhibits for electric vehicles in an effort to raise awareness around the growing vehicle segment. The team at two.42.solutions thought it would be a perfect time to share some of our findings from an in depth analysis on a full year’s worth of PEV (Plug-in Electric Vehicle) conversation (July 2014 — July 2015).

PEV conversation increased from July 2014 — July 2015, with the monthly averages in 2015 an impressive 51% higher than they were in 2014.

Automotive brand references accounted for the majority of PEV discussion, with Tesla, Chevy Volt, Nissan Leaf, and BMW leading the charge. Tesla, has dominated the online conversation, as illustrated by the topic cloud with “Model”, “Elon Musk”, and “race car” (in reference to the performance of Tesla’s vehicles) all associated with the hugely popular brand.

PEV conversation volume mirrored sales volume with coastal states playing a significant role in industry growth. Texas, Illinois, and Michigan also had discussions of significant size. Not surprisingly with the prominence of automotive branding and technology themes, men dominated discussion surrounding the PEV industry, however the conversation has increased among both genders over the past year.

Technology discussions are the underpinnings of the PEV industry landscape as well as the studied themes. Advancements in batteries, “fast charging” fueling stations, and corporate partnerships have generated a lot of conversation. As PEVs have become more affordable and the number of auto-buyers considering ownership has risen, the once highly touted eco-friendly benefit of these vehicles is becoming more scrutinized with critics questioning the energy sources used for fuel (fossil fuels.)

Companies that produce PEVs should pay attention to how they talk about their technological advancements and make sure that it aligns with actual consumer demand and interest. As sales and overall conversation (from all channels) around PEVs increase, it is evident that social media is the key channel for generating awareness about electric vehicles, a trend that brands are starting to increasingly utilize. For example, Nissan started shifting their marketing strategies for the Leaf to an almost entirely digital approach and saw a dramatic rise in sales and impressions generated. Later this week, two.42.solution’s will release more information surrounding specific brand performance on electric vehicle awareness and subtopics.