The Independent and E.ON Next have partnered up to launch the UK’s first dedicated Electric Vehicle (EV) Channel.
It’s a platform designed to better educate audiences about EVs and dispel myths about EV ownership – and will promote E.ON Next Drive EV charging solutions.
In addition to the EV Channel, E.ON Next will be launching an accompanying four-part Independent TV Originals series.
It will follow multi gold medal Paralympian Will Bayley and friends as they go on a fun-filled EV adventure whilst discovering the joy, convenience and sustainability benefits of making the switch to EV.
The collaboration is a multi-year, three-pillar partnership positioning E.ON Next as the playmaker for a new era of energy, helping to propel the UK’s public into the new energy revolution.
The Independent and E.ON Next hope to prove together that the future of energy is affordable, convenient, sustainable and fun.
The partnership is the second large-scale campaign between The Independent and E.ON Next.
Last year’s multi-award winning campaign, #PowerSwitch featured Gogglebox’s Mica and Marcus and was focused on encouraging families to feel good about reducing their energy consumption and their carbon footprints.
This year’s partnership aims to tackle misconceptions around EV ownership and address the slowdown in the UK’s EV adoption.
The Independent website will feature educational editorial and video content that will provide valuable insights into electric vehicle technology, ownership and infrastructure, encouraging consumers to make informed choices for the sake of the environment.
The EV market presents a challenging landscape as over 40% of consumers have been negatively affected by the ‘EV culture war’. Currently, 63% of consumers are not convinced or not interested in making the switch. Although only one in ten people have ever driven an electric car, 96% of converts said they would never go back.*
The environment has always been and remains of critical importance to The Independent.
With an entire section devoted to the climate crisis, it leads on environmental journalism, including extensive climate-focused news, inspiring views and engaging climate lifestyle coverage. Its aim is to inform and encourage personal, collective and global action. Most recently, its Climate100 initiative celebrated individuals who are striving to find solutions to combat climate change.
E.ON Next’s campaign is expected to run until the end of year and the channel will continue through 2025 and beyond.
Emma Elford, Commercial Content Director at The Independent said: “At The Independent, we’ve always championed conversations around sustainability and the climate crisis, so we’re thrilled to partner with E.ON Next on this exciting campaign. By creating the UK’s first dedicated Electric Vehicle Channel, we aim to empower our readers with the knowledge and confidence to explore EV ownership. This partnership allows us to combine our editorial expertise with E.ON Next’s innovative approach to energy solutions, helping to clear up misconceptions and inspire positive change in the transition to a greener future.”
Julian Lennertz, Chief Commercial Officer at E.ON Next, added: “By partnering with The Independent to launch this dedicated EV channel, we’re hoping to remove the barriers to EV adoption and inspire more people to explore the benefits of electric vehicles. This collaboration helps make new energy work EV drivers. This channel also shows that EV ownership can be a fun, rewarding experience. When you combine the best EV charging rates of any major supplier with the longest off-peak charging window it shows that switching to EVs also makes financial sense.”
* Source: SEAT CUPRA 2024
