A new industry study examining how marketing and communications teams across the e-mobility sector are responding to a more competitive, more scrutinised market has found a sector that is still grappling with building trust, standing out, and operating within limited budgets.
The 2026 E-mobility Marketing and PR Study, published today by Resonates and Sims Creative, surveyed marketing and communications professionals across the sector – from vehicle OEMs to software providers, consultancies and more – to understand what is working in e-mobility communications, and what is not.
The report paints a picture of a sector that has matured significantly over recent years. But also one that faces significant challenges, alongside several opportunities.
Among the many findings within the survey – which is available to download below – the headline insights include:
If you’re not standing out, you’re not alone
Most brands report taking active steps to differentiate themselves, yet the overwhelming majority say they are only somewhat standing out at best. Only 12% are clearly differentiated.
Credibility is the sector’s biggest challenge
Brand credibility and trust now rank as the joint top challenge facing e-mobility marketers, tied with limited resources at 36%.
Everyone is under the microscope
Buyer education (36%) and price sensitivity (33%) were named as the leading external pressures shaping how brands communicate, suggesting audiences are becoming more discerning and harder to convince.
AI may not be the answer – the human touch prevails
Despite economy-wide interest in AI-generated content and automation, the study found the most effective marketing channels remain distinctly human. Industry events, organic LinkedIn activity, and customer case studies and testimonials were named as the top-performing channels.
PR remains the sector’s outsourced lever
PR and media relations was named the most commonly outsourced area of communications support, used by 66% of respondents – significantly more than any other specialist discipline.
Hannah Thame, director of operations at Resonates, commented on the findings of the report, saying: “The study shows a challenging environment, where credibility and differentiation need addressing. That can be hard to accomplish at times, particularly for resource-constrained teams that are too close to their brands and who can’t step back to see things as clearly as they otherwise could.
“The good news is that there is a way forward. In our experience, the top-performing teams quite literally turn the challenges into opportunities. Building trust, sharpening your story, and using human-driven narrative is what’s going to deliver.
“Amplify that using the PR and media relations which are already delivering value for most brands, and that’s a recipe for success.”
The 2026 E-mobility Marketing and PR Study is available to download now. Get your copy below to receive:
