In their advertisements, Toyota claimed that their bZ4X SUV could reach 80 percent charge in approximately 30 minutes using a 150 kW charger, while Hyundai stated that the Ioniq 5 could achieve an 18-minute charge with a 350 kW supply. However, both companies admitted that these figures were achieved under ideal conditions. The ASA determined that various factors, such as battery age and condition, battery and ambient temperatures, could impact the actual charge times, often making them longer.
The ASA also challenged the automakers' claims regarding the availability of chargers. When Toyota advertised that drivers could easily find rapid-charging points in numerous public locations, the data from Zap Map revealed that there were only 419 chargers capable of outputting 150 kW. These chargers were situated in just 134 locations across the UK, with Scotland having only seven and Wales having two. Notably, Northern Ireland had no chargers capable of outputting 150 kW.
Similarly, Hyundai's own Charge myHyundai website displayed a mere 37 ultra-quick chargers in the UK, with only six located in the Republic of Ireland and none available on the other side of the Irish border. The automakers argued that slower-rate chargers could be used for short journeys, but the ASA did not consider this justification sufficient. Consequently, the ASA imposed the first-ever bans on EV advertisements, signaling a potential shift in how such claims are regulated in the future.
The misleading claims made by Hyundai and Toyota are significant for several reasons. Firstly, they underscore the importance of managing consumer expectations and providing accurate information about EV charging. While impressive charge times are often highlighted in advertisements, it is crucial for automakers to convey the limitations and potential variations that can arise in real-world scenarios. Failure to do so can result in consumer dissatisfaction and erode trust in EV technology.
Moreover, the issue of charging infrastructure availability is crucial for prospective EV buyers. To successfully transition to electric mobility, consumers need reassurance that they will have convenient access to charging points. Misrepresenting the number and distribution of high-speed chargers can mislead potential buyers and hinder the broader adoption of electric vehicles.
The bans imposed on Hyundai and Toyota may be just the beginning, as the ASA is likely to scrutinize future EV advertisements more closely. Automakers must take this opportunity to review their marketing strategies and ensure that their claims align with real-world experiences. By doing so, they can contribute to a more informed consumer base and facilitate the transition to a sustainable and electrified future.
Source: The Guardian