Vauxhall Electric Streets of Britain

Performance Communications

Client: Vauxhall

In 2023, just 5% of Vauxhall's sales were electric vehicles (EVs), despite a 2024 government mandate requiring 22% of vehicle sales to be EVs. To avoid significant fines and reposition the brand in the EV market, Vauxhall partnered with Performance Communications to launch Electric Streets of Britain—a campaign addressing a key barrier to EV adoption: access to on-street residential charging.

With 40% of UK households lacking off-street parking, Vauxhall created a national online database allowing motorists to register their need for local charging infrastructure. This real-time data helped local councils and charge point operators identify high-demand areas, supported by partnerships with char.gy, ConnectedKerb, Surecharge, and research experts like CENEX.

An integrated earned-led campaign leveraged exclusive Freedom of Information research, high-impact media coverage, and paid content across national and automotive platforms. The campaign generated 200+ earned media pieces, 200M+ broadcast reach, and 12,000+ postcode submissions to the database.

EV consideration rose from 2% to 22% among exposed audiences, and Vauxhall’s EV sales mix jumped to 26% by year-end—exceeding the government mandate and avoiding fines. The brand is now ranked second in EV consideration, behind only Tesla.

Electric Streets of Britain has become a long-term brand pillar, influencing corporate strategy, policy engagement, and national conversation. It has repositioned Vauxhall as a leader in the UK’s EV transition.