Positioning Deloitte as the Global Leader in Consumer Adoption of Electric Vehicles
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CHALLENGE
Develop a global thought leadership report for Deloitte’s Global Consumer & Industrial Products Industry Group to educate policymakers, automotive executives, and electric utility industry officials around the world on current and future consumer expectations for electric vehicles (EVs). Entitled, Unplugged: Electric Vehicle Realities Versus Consumer Expectations the report contrasted consumer attitudes towards EVs across 13,000 consumers in 17 countries and supported Deloitte in building a significant brand asset in this area.

SOLUTION
Broad Reach extracted the most powerful data points from the research and developed a clear and compelling 30-page report for executives’ quick consumption. The objective, non-technical and strategic outlook, which was published in eight languages due to overwhelming interest, allowed readers to draw their own conclusions about key industry issues, helped executives make informed and targeted planning decisions, and served as the basis of an international media relations campaign.

IMPACT
Prior to the report’s launch, global intelligence on consumer attitudes towards EVs was fragmented, not to scale, statistically unsound and US focused. Unplugged, which uncovered a wide range of critical new industry insights, quickly became one of the most successful Global Manufacturing Industry Group reports of the last decade and helped Deloitte achieve thought leadership eminence on a global scale. As a result, dozens of executives around the world contacted Deloitte to learn about the trends showcased, one CEO completely overhauled his strategic plan based on the insights, and the firm was invited to present the report to senior leaders at five international auto shows. Awareness for this report was further demonstrated by 4,800 webpages views, 2,500 report downloads, and 450 high-quality media stories generated around the world.

AWARDS
This campaign earned several distinguished industry awards, including the CPRS National Award of Excellence and two high-profile writing awards, the IABC Toronto Ovation Award of Excellence and the IABC international Gold Quill Award of Excellence.