The EV Evolution: How automakers are rewiring marketing for India's electric future

As India’s electric vehicle (EV) transition gathers momentum, automakers are doubling down on marketing to stay competitive in a race where perception is becoming as crucial as performance. Once driven by subsidies and green messaging, the EV market is now a competitive arena shaped by tech, lifestyle, and emotional branding. 

This shift comes amid accelerating adoption. India’s EV sector is set for rapid growth, backed by strong policy support and national targets. The Economic Survey 2023 projects a 50% CAGR through 2030, with 10 million annual EV sales and 50 million jobs across the value chain.

However, industry estimates are more cautious. S&P Global Mobility pegs 2024 passenger EV production at 125,500 units, expecting it to reach 1.33 million by 2030—about 20% of total output.

Automakers, legacy players and startups alike are investing aggressively in digital storytelling, influencer marketing, content-driven campaigns, and immersive brand experiences to capture mindshare among a growing and discerning consumer base. From environmental advocacy to aspirational narratives, the EV marketing playbook is expanding, and fast. As the sector matures, success will increasingly hinge not just on the vehicles themselves, but on the stories that surround them.

Marketing approach

Shubhranshu Singh, Chief Marketing Officer at Tata Motors, said that their marketing approach for their EV range in the commercial vehicle segment is rooted in functionality, economics, and ecosystem fit. “We understand that our customers view EVs as business tools — the purchase decision is still led by total cost of ownership, range, charging uptime, and service support. So, while sustainability is a core value and we lead with it as a pitch — we position it as a pragmatic enabler of long-term profitability, regulatory readiness, and future-proof operations,” he said. 

Singh noted that unlike passenger EVs, where aspiration drives adoption, commercial EV buyers prioritize assurance over allure. Tata Motors’ messaging focuses on dependability, lower operating costs, and smooth integration into logistics workflows—positioning EVs as practical, tech-forward assets. Sustainability is framed as a strategic outcome rather than just a marketing pitch.

 “Our marketing investments in the EV space have scaled meaningfully — and with intent. The growth has been commensurate with both the size and maturity of the business, but also with our belief that trust in this category is built, not bought,” Singh added. With Tata’s first commercial EVs now running on Indian roads for over two years, the narrative has shifted from selling a promise to showcasing proven performance. 

Maruti Suzuki, meanwhile, is emphasizing accessibility and customer-centric innovation as it prepares to enter the EV space. “At Maruti Suzuki, we always put the customer first. It is with this philosophy that we aim to provide EV owners access to fast charging points every 5 to 10 kilometres around their vicinity in the top 100 cities in India; as nearly 97% of the EV sales happen across these locations. Our goal is also to make EVs accessible, convenient, and appealing to a broader set of customers,” said Partho Banerjee, Senior Executive Officer – Marketing & Sales at Maruti Suzuki India Limited. 

Central to this strategy is the ‘e for me’ vision, debuting with the e-Vitara, aimed at making EV adoption seamless for Indian consumers. The logo’s twin “e”s reflect both Maruti Suzuki’s EV ecosystem and its commitment to sustainability.

For Hyundai, the EV narrative is anchored in cutting-edge technology, smart mobility, a premium lifestyle, and the brand’s long-standing legacy of trust. “At HMIL, we see EV marketing not only through the lens of sustainability, but as a compelling fusion of cutting-edge technology, smart mobility, premium lifestyle and the enduring Hyundai brand promise,” said Virat Khullar, AVP & Vertical Head - Marketing, Hyundai Motor India Limited. “The Hyundai CRETA Electric reinforces our dedication to the government’s ‘Make in India’ initiative, being our first indigenously manufactured EV SUV. The response so far has been phenomenal,” he added. 

For three-wheeler brands like Astro Motors, the EV market presents a split landscape—personal mobility is gaining traction, while commercial adoption remains cautious. Operating in the commercial space, Astro Motors focuses heavily on accessibility and trust-building through partnerships with financial institutions, dealers, and B2B clients. 

While B2B is the current priority, consumer-first brand building remains critical in this cluttered, emerging category. Astro is also sharpening its brand narratives—Navya as India’s first geared cargo EV, and Nova as a spacious, high-performance passenger vehicle—while steadily investing in communication, product differentiation, distribution, and financial integration.

EV infrastructure is a critical pillar of adoption, especially for first-time buyers. For Statiq, marketing plays a key role in building awareness and trust by highlighting the ease, accessibility, and reliability of charging. By showcasing real-time charger availability, a seamless app experience, and rapid network expansion, Statiq aims to reduce range anxiety and make EV transitions feel convenient and secure.

“A key component of our strategy is running targeted, hyperlocal campaigns to drive awareness and adoption where it matters most. For example, our recent campaign in South India focused on cities like Hyderabad, Chennai, and Kerala. Through this initiative, we engaged directly with local communities, educated consumers about the advantages of EVs, and demonstrated the accessibility of our charging infrastructure. These campaigns are designed to address regional needs, break down adoption barriers, and create a sense of trust and familiarity around EV charging,” said Akshit Bansal, Founder & CEO, Statiq.

However, according to Ankit Singh, National strategy director, Cheil X, despite all the buzz, EVs still account for just about 4% of India’s passenger vehicle market. “So, while branding is becoming important, let’s not get ahead of ourselves - this is still a game of category expansion, not brand wars. Right now, the real battle is not Tata vs. BYD. It’s EVs vs. hesitation,” he said and added that the smartest thing brands can do is grow the category together by pitching EVs as the future of mobility, and systematically dismantling fears around range anxiety, resale value, and charging infrastructure.

Ankit continued, “That said, EVs are evolving at breakneck speed. What used to be a four-to-five-year product lifecycle is now getting a facelift every 18-24 months. There’s always a new story to tell - more range, better torque, upgraded ADAS, smarter interiors.”

Media mix

As electric mobility shifts from niche to mainstream, automakers are crafting nuanced media strategies that reflect the category's growing complexity and consumer segmentation. 

Hyundai, with a consumer-facing EV portfolio, maintains television—both linear and connected TV—as its strongest platform, closely followed by digital. “Recently, we launched the ‘Test Driven by 100’ campaign—where 100 content creators are test-driving a single CRETA Electric across varying terrains, from South to North India. We've also introduced the Hyundai EVolvers Club, an exclusive community that offers our EV owners lifestyle-rich, immersive experiences. Through such initiatives, we're merging mobility with premium living,” Khullar said. 

Tata Motors, meanwhile, is leveraging digital and social platforms at the core of its commercial EV campaigns—not just for reach, but for their precision, personalization, and ability to educate and engage decision-makers across diverse geographies and business segments.

At the same time, the brand is focused on building on-ground credibility through loaded test drives, dealership events, and activations in key logistics hubs. Targeted OOH along freight corridors further amplifies visibility and trust. Tata Motors adopts a deliberate 50:50 mix of digital and physical engagement—combining awareness-led campaigns with real-world experiences like SmartFests to let buyers interact directly with the EV ecosystem. 

In contrast, Astro Motors, focused solely on commercial EVs, takes a leaner approach. Vitan Jagada, Founder & CEO, Astro Motors said, “TV and OOH are nice to have but not necessary to succeed for an organization which is geared for efficiency. We are currently building a critical mass of content on our social media handles. The objective is simple – we want to create a strong impression through our brand on all those who end up discovering us.”

Vikas Negi, AVP & Head Marketing, PR & Ecommerce at OPG Mobility and Power Pvt Ltd said, “Digital is unquestionably our spearhead, it lets us speak to India’s next million EV owners in their own language, in their own cities, with messaging that fits their reality. Precision targeting, regional influencer collaborations, WhatsApp engagement and localised content are powerful tools for breaking myths and building trust.”

He added that however, EVs are still a high-involvement, trust-based category so physical presence is non-negotiable. “For our 3-wheeler commercial segment especially, driver workshops, roadshows and community activations create confidence that digital alone can’t. And traditional channels like TV, local print, regional OOH remain potent for big launches and festive peaks when we want to trigger high-impact recall across India’s diverse consumption hubs.”

Consumer perception

In the electric mobility race, not all brands are starting on equal footing. As Ankit pointed out, legacy automakers like Tata, Mahindra, BMW, and Maruti bring powerful brand equities into the EV space. For them, electric is simply an innovation layer atop a trusted core. “A Maruti EV won’t suddenly stop being about value and reliability. A Mercedes EV will still whisper luxury. The badge still matters. That’s why Toyota’s Hycross, with identical specs to Maruti’s Invicto, has a two-year waiting period while Invicto struggles with discounts. It’s not about the tech - it’s about the brand perception,” Ankit said. 

In contrast, EV-native brands like BYD and VinFast face a dual challenge: while unburdened by legacy perceptions, they must build trust from scratch. Ankit explained that they need to build the brand from the ground up, anchored in innovation, design, sustainability, and status. And increasingly, that story is being told through lifestyle content, digital deep dives, influencer test drives, and immersive experience zones - not 30-second TVCs.

Tata Motors is witnessing a perceptible mindset shift—especially in the commercial vehicle segment. What began as cautious curiosity is now evolving into confident exploration. Policy and compliance mandates are nudging interest, but the real traction comes when campaigns highlight operational savings, range assurance, and charging convenience in real-world conditions. These experiences address lingering concerns around range, payload, and maintenance, helping to bust myths and build category trust.

Singh said, “Test drive requests have seen a healthy uptick, especially in urban delivery clusters and high-density logistics zones, signaling a strong willingness to evaluate. While conversion cycles are naturally more deliberative in CVs, the quality of leads and the seriousness of buyer intent have improved significantly.” 

With multiple players entering the EV space, how can brands stand out without getting lost in the noise?

As Ankit observed, while specifications draw attention, emotion drives the final purchase. Right now, the race is about claiming the future - whoever owns the perception of cutting-edge, intelligent mobility will win this decade.

He concluded, “But in the next one, when the tech dust settles and EVs become just ‘cars,’ only brands with real emotional capital will stay in the lead. The switch to electric is a sprint. The battle for brand love is still a marathon.”