POOR MARKETING DRAINS ELECTRIC CAR
Media say it's dead, are ignoring success seen in California
By Warren Brown / Washington Post

WASHINGTON — The electric car is alive. But it has been marketed poorly, and lousy marketing will put the kibosh on anything.

That’s why many people assume that the electric car is dead. It’s also why much of the world’s mainstream media ignored the International Conference for Renewable Energies held last month in Bonn, Germany.

The conference, according to officials of Britain’s Electric Vehicles UK, an advocacy group, examined many developments in electric batteries and battery-powered cars, trucks and buses. German news organizations and the British Broadcasting Corp. covered the event. The rest of the world’s media gave it a pass.

But rumors of the death of the electric car are greatly exaggerated. The problem is a marketing message that got things all wrong in the first place.

Consider what happened in the United States in the 1990s. The California Air Resources Board established its zero-emission vehicle mandate.

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