How to Boost EV Utilisation in Pool Fleets

As organisations increasingly adopt electric vehicles (EVs) in their fleets, particularly pool car fleets, branding has become a double-edged sword. While prominently displaying logos and sustainability messages on EVs can signal an organisation’s commitment to reducing emissions, it often inadvertently reduces their utilisation by employees. By removing branding from pool EVs, fleet managers can encourage more frequent use, overcoming a common barrier to adoption and maximising the return on investment.

Branding as a Marketing Tool

In the trial phase of EV adoption, organisations often use branding to demonstrate their commitment to sustainability and environmental stewardship. An EV adorned with the company logo and sustainability messaging serves as a moving billboard, signalling to stakeholders that the organisation is taking concrete steps toward emission reduction.

This approach has value—branding boosts visibility, enhances corporate reputation, and aligns with marketing strategies. It demonstrates leadership in environmental responsibility, a factor increasingly important to investors, customers, and communities. However, when EVs are integrated into pool car fleets, this strategy may backfire.

The Deterrent Effect of Branding

Despite the positive externalities, branding can deter employees from choosing EVs in pool car fleets. Studies and anecdotal evidence suggest that employees prefer unbranded vehicles. The reasons are multifaceted:

1. Perception of Visibility: Driving a branded vehicle often makes employees feel conspicuous, which may not be desirable for personal errands or certain work trips. Employees may worry about being associated with the message or the organisation’s image while driving the vehicle.
2. Choice Bias: Given the option, employees may choose a petrol or diesel car without branding over an EV with visible signage. The decision often stems from the desire to avoid drawing attention, even if the vehicle’s technology is of interest.
3. Overcoming the Novelty Effect: While an EV’s branding may initially pique curiosity, its novelty fades over time. Branding then becomes a hurdle rather than a benefit, leading to underutilisation of these vehicles compared to their internal combustion engine (ICE) counterparts.

Maximising EV Utilisation in Pool Fleets

For organisations aiming to normalise EV use, treating them as just another vehicle in the fleet is key. Removing branding helps integrate EVs seamlessly into the pool car fleet and eliminates the psychological barrier that discourages employees from booking them. This approach has several benefits:

1. Neutralising Choice: When all vehicles in the fleet are unbranded, employees are more likely to base their choice on the vehicle’s practicality, such as range and comfort, rather than external appearance.
2. Increasing Familiarity: By encouraging employees to use EVs without hesitation, organisations can accelerate the learning curve. Familiarity breeds confidence, reducing range anxiety and dispelling misconceptions about EV performance.
3. Data-Driven Optimisation: Removing branding simplifies the comparison of utilisation rates between EVs and ICE vehicles in electronic booking systems. This data can inform future fleet decisions, such as scaling up EV adoption or addressing specific employee concerns.

Balancing Branding and Adoption Goals

For organisations concerned about losing the branding opportunity, there are alternative ways to highlight their sustainability efforts:

• Internal Communication: Use newsletters, intranet updates, and team meetings to celebrate the fleet’s environmental achievements and highlight the benefits of EVs.
• External Reporting: Showcase sustainability initiatives in annual reports, press releases, and social media campaigns, rather than relying solely on vehicle branding.
• Targeted Branding: Reserve branded EVs for specific purposes, such as promotional events or designated roles, while keeping pool vehicles unbranded.

The Path Forward

As Australia approaches a tipping point in EV adoption, fleet managers must prioritise strategies that enhance utilisation. Removing branding from pool EVs is a practical step that aligns with this goal. By focusing on normalising EVs as part of the day-to-day fleet, organisations can ensure employees are more likely to choose them, helping to embed sustainable practices and drive meaningful change.

By rethinking the role of branding, organisations can strike a balance between visibility and practicality, paving the way for a more sustainable and widely accepted fleet future.