FRIDAY 27 MAY 2016 1:24 PM


As the environmental impact of traditional petrol-fuelled transport continue to garner media coverage, the consumer shift toward electric and hybrid cars has also grown.

Across the UK, new registration of chargeable cars rose to 61,000 at the beginning of May – this is an increase from only 3,500 in 2013, according to Next Green Car.

Each of the top ten best selling cars brands now offer at least one electric vehicle (EV) as part of their product range. While the Nissan Leaf remains the highest EV seller, sophisticated models offered by the likes of Mercedes indicate a shift in EV sales towards the luxury end of the market.


Despite the advantages offered by the switch to EVs, however, there is still a large proportion of the population that remains to be convinced. Electric cars offer a 50% decrease in maintenance and intrinsic to the everyday life of many people.

To combat the resistance still faced by EV businesses, UK-based social & digital agency, Kindred, has been working in partnership with electric car campaign, Go Ultra Low. An initiative devised by the UK government and electric car industry, Go Ultra Low aims to encourage even more UK drivers to switch from a petrol to EV, through explaining the environmental and economic benefits.

Currently backed by car manufacturers including Audi, Nissan, Renault, and Volkswagen, as well as the Office for Low Emission Vehicles, the campaign is gaining momentum. Its newest recruit, however, is perhaps a slightly less obvious choice – the Welsh musician and presenter Cerys Matthews.

Matthews, along with her three-strong band, has taken part in a campaign to promote the work of Go Ultra Low. A video, acting as the accompaniment to Matthews’ new single, Float On Down to Monte Carlo, has been recorded within a collection of electric cars.

This is due to the lack of engine noise which accompanies the drive, and the resulting accompanying acoustics. A BMW 225xe, Kia Soul EV, Mitsubishi Outlander PHEV and Nissan e-NV200 Combi were the vehicles used during the shoot, with the footage compiled used to create a video. The car acoustics mean all singing and music is clear – each car acts as a mini recording studio.

In a press release, Matthews says, “I want my family to live a greener life, and electric cars give us the opportunity to do that. What was surprising when we drove one was that it’s actually a much more enjoyable ride for the driver and passengers, no more having to shout (or sing!) above the engine noise – it’s a more relaxing experience.”

It is hoped this collaboration will communicate some of the little-known benefits of owning and driving an electric vehicle to a more diverse audience. As Poppy Welch, head of Go Ultra Low, says, “A quiet, peaceful ride is one of the best things about driving an electric car.”

Welch continues, “Combined with compelling financial savings and zero tailpipe emissions, it’s no wonder British motorists are turning to electric cars in record numbers.”