Electric vehicles are redefining mobility, and the global media is playing a crucial role in shaping perceptions. For Chinese EV makers, navigating this media landscape offers challenges – and opportunities.

The two faces of global coverage

Media narratives about EVs are often dual-toned, particularly regarding Chinese manufacturers. On one side, outlets applaud China's rapid innovation and cost efficiency in EV technology.

This narrative aligns with the rise of market leaders like BYD, Nio and others who are reshaping global auto markets. Headlines often highlight their technological strides, such as battery innovations and autonomous driving capabilities.

Yet, Western media frequently juxtapose this admiration with skepticism. Stories delve into supply chain dependencies, rare earth monopolies, and geopolitical tensions, casting shadows over positive developments.

For instance, the US Inflation Reduction Act promotes domestic EV production, framing Chinese imports as threats to local industry. Similar sentiments echo in parts of Europe, reflecting protectionist undercurrents.

Regional nuances in EV narratives

Media coverage also varies by region. In Europe, outlets spotlight environmental benefits, such as reduced emissions, and celebrate advancements in green technology.

Conversely, in Southeast Asia and Africa, affordability and accessibility are focal points. Stories in these regions highlight how Chinese EVs are enabling middle-class families to access cleaner mobility.

Emerging markets also view Chinese EVs as symbols of modernity and economic opportunity. Reports emphasize job opportunities through joint ventures and local assembly plants.

For Chinese EV makers, understanding these regional nuances is vital. Tailoring communication strategies to local concerns and priorities ensures resonance with diverse audiences.

Building strong media strategies

To navigate this complex media environment, Chinese EV makers need robust strategies. A key starting point is storytelling – human-centered narratives resonate across cultures and demographics.

For instance, featuring customers whose lives improved through EVs can evoke emotional connections. Highlighting a farmer in Southeast Asia using an affordable EV truck for work or a European family adopting a zero-emission lifestyle personalizes the brand story.

Transparency builds trust. Organizing media tours of production facilities or offering detailed data on sustainability efforts counters negative perceptions and reinforces credibility.

Additionally, forging strong relationships with journalists is crucial. Providing access to technical experts, offering data-backed reports, and responding promptly to inquiries enhance media goodwill.

Managing digital narratives in social media era

Digital platforms add another layer of complexity. Social media magnifies narratives, both positive and negative, with viral posts often shaping public sentiment faster than traditional media.

Negative content, such as claims about trade dependency or environmental harm in battery production, spreads rapidly. Companies must have mechanisms to address misinformation quickly and effectively.

Proactive storytelling helps. Sharing behind-the-scenes content, such as videos showcasing eco-friendly manufacturing processes or collaborations with environmental NGOs, builds a positive digital presence.

Engaging influencers and content creators with strong sustainability credentials can amplify these stories, reaching younger, environmentally conscious demographics.

Clear crisis communication protocols are essential. A swift, honest response to viral criticism can prevent reputational damage. Being transparent about challenges while showcasing solutions builds long-term trust.

Turning challenges into opportunities

While navigating global media narratives is challenging, it also presents opportunities. Headlines that highlight Chinese EV makers' leadership in innovation position them as global change agents.

Participation in international events like auto expos or sustainability forums can strengthen this narrative. By contributing to global dialogues on green mobility, Chinese EV makers can align themselves with worldwide values.

Collaborating with governments and NGOs on sustainability projects can also generate positive coverage. Partnerships that focus on reducing carbon footprints or creating green jobs underscore a commitment to shared global goals.

The road ahead for EV communication

The EV revolution is a story of technological advancement and environmental promise. For Chinese manufacturers, mastering the media landscape is crucial to securing global leadership.

Through transparency, regional sensitivity, and compelling storytelling, Chinese EV companies can shape perceptions, counter criticism, and inspire trust. In doing so, they can not only navigate but lead the global EV narrative.

(Yan Yining is a professor with the School of Journalism and Communication, Shanghai International Studies University. Both Yan and Leo Zhang are members of the Center for Global Public Opinion of China, SISU.)