What's Going On Here?
With Audi, Ford, Porsche and Hummer all flashing their new Electric Vehicle (EV) ranges during the SuperBowl primetime slot recently, it seems EVs are finally being taken seriously. But is Arya Stark driving an electric Audi enough to save the planet?
What does this mean?
99.9 million people tuned into the SuperBowl this year and around half of the car adverts were for EVs! The estimated $20m budget drop on the four adverts is certainly a sign that the auto industry is waking up to the issue of climate heating and building sustainability into their long term brand marketing strategies!
“Let’s drive to a more sustainable future.”
Audi nodded to the fact the EV is only “more sustainable”, but we still fear the ads make consumption desirable and gives drivers the licence to drive around willy nilly without an eco-conscious.
The GMC Hummer EV claims to be “zero emissions”, and despite this being near true on the road (beyond tyre wear), it isn’t the case in its entirety. Charge this monster up during the day in the US, and you are likely to be charging it from COAL (30%), Natural Gas (34%) and Nuclear (20%).
In addition, there are embodied emissions from the manufacture of new vehicles. These typically range from 10-30% of the total lifetime emissions of a vehicle. The new-new-new, sell-sell-sell capitalist approach will, sadly never be sustainable.