Following a string of inflated promises, both Hyundai and Toyota find themselves in the crosshairs of the Advertising Standards Authority (ASA) for distributing deceitful claims regarding the charging capabilities of their electric vehicles (EV) and the pervasiveness of rapid-charging stations across the UK and Ireland.
Toyota, the Japanese automaker, had been touting the capabilities of its bZ4X model, boldly asserting that the vehicle could be juiced up to 80% within roughly 30 minutes courtesy of a 150kW quick-charging mechanism. Hyundai echoed similar sentiments, proclaiming their Ioniq 5 model could climb from a 10% to 80% charge within 18 minutes, provided a 350kW charger was employed.
Both companies proudly displayed their statements on their websites, digital billboards, and promotional videos, confidently assuring consumers that rapid-charging stations were plentiful and conveniently situated in key areas such as arterial roads and motorways. However, the reality of charging infrastructure proved less rosy, eliciting a wave of complaints directed at the ASA regarding the veracity of these advertisements.
The manufacturers had admitted that the impressive charge times advertised were achievable only under pristine factory conditions. Concerns were also raised about the real-world availability of rapid-charging stations across the UK, which would significantly influence whether consumers could truly attain the promoted charge times.
On investigation, the ASA revealed some disheartening numbers. The Zap Map service, for example, displayed a mere seven rapid 150kW chargers in Scotland, two in Wales, and none in Northern Ireland. Similarly dismal figures were highlighted on the Charge myHyundai website.
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The companies defended their claims, arguing that rapid-charging stations were unnecessary for short journeys. Instead, they proposed that consumers could rely on slower, more abundant charging points, including home installations.
However, the ASA countered these justifications, expressing concern that the automakers had oversimplified the process of accessing rapid-charging stations. The watchdog further highlighted a myriad of factors – such as battery age, condition, and temperature, as well as the ambient environment – that could significantly affect real-world charging times.
After a comprehensive review, the ASA issued the first-ever ban against electric car advertising claims, ordering Hyundai and Toyota to cease misguiding consumers regarding EV charging times.
In today’s climate, where consumer awareness and acceptance of EV is paramount, honest and transparent advertising should be the standard, not the exception.
Source: The Guardian
