Between the standard cell phone and candy ads at this year’s Super Bowl, you may have noticed a new advertising trend emerging: car companies running commercials for their new plug-in electric vehicle (EV) models. Four different companies—GM, Porsche, Audi and Ford—spent an average of $5.6 million on 30 second spots featuring celebrities or high-speed chases to generate buzz and hopefully persuade Americans to consider going electric.
Why the surge in high-profile EV advertising? With an increasing focus on reducing carbon emissions and electrifying the transportation sector, EV companies are making large investments in manufacturing and selling EVs as the cars of the future.
In general, EVs produce fewer emissions and smog than conventional vehicles, because they are powered by electricity rather than burning gasoline or diesel. An analysis published by Reuters last year found that automakers worldwide plan to invest $300 billion into EVs over the next five to 10 years, largely citing environmental concerns and government policy as the driving factors behind the shift.
This echoes a larger trend of companies from all sectors prioritizing sustainability and climate concerns in business decisions. BlackRock Inc., the world’s largest investment firm, made headlines in January when they publicly announced they were joining Climate Action 100+, a group of investors seeking to spur corporations to do more to protect the climate. In fact, over the past four years, the number of top corporations who have made significant climate commitments has quadrupled, amounting to nearly one-quarter of the Fortune 500 list.
But do more EVs mean less carbon emissions?
The answer is not exactly straightforward. While all-electric vehicles produce zero direct emissions because they don’t use fossil fuels, calculating the life cycle emissions of the vehicle is much more complex.
The U.S. Department of Energy categorizes life cycle emissions as “all emissions related to fuel and vehicle production, processing, distribution, use, and recycling/disposal,” and all vehicles produce these emissions to varying degree. Ultimately, an EV is only as clean as the source of the electricity powering it, which is why we need more carbon-free sources like nuclear powering the grid.
America’s 96 nuclear reactors generate more than 55 percent of the country’s carbon-free energy and new nuclear technology like small and advanced reactors are in development. Along with wind and solar, carbon-free nuclear is well-positioned to supply the reliable energy we need to electrify the transportation sector.
If carbon-conscious drivers want to make the greatest impact on the environment, they should ensure their EVs are as carbon-free as they can be.