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Published Date: 1/28/2014

Government and automotive industry launches campaign encouraging drivers to consider ultra-low emission vehicles.
Car buyers urged to Go Ultra Low in new marketing campaign

  • Deputy Prime Minister urges drivers to ‘Go Ultra Low’
  • Campaign backing from BMW, Nissan, Renault, Toyota and Vauxhall
  • Government announces £8.8m of new charging infrastructure
  • Campaign website gives motorists everything they need to know about owning a ULEV 

The Deputy Prime Minister has joined with the UK automotive industry to launch ‘Go Ultra Low’, a 12-month campaign to help motorists understand the benefits, cost savings and capabilities of some of the most efficient, modern and technology-packed low emission vehicles on the market.

Backed by some of the world’s biggest players – BMW, Nissan, Renault, Toyota and Vauxhall - the new campaign will explain the benefits of this raft of new vehicles with information about their impressive range, their low running costs and just how easy they are to keep charged. provides a one stop shop for information about owning and running a vehicle; the makes and models available and infrastructure advice.

In the last three years alone, almost 20 electric and plug-in cars and vans have been launched as vehicle manufacturers invest in innovative new ways to cut or eliminate fuel costs and lower emissions. With the average driver clocking up less than 30 miles a day, the ‘Go Ultra Low’ campaign asks drivers: ‘What are you waiting for?’ when it comes to opting for a car with either zero tailpipe emissions, or less than 75g/km of CO2.

The collaborative campaign is the first of its kind, bringing together the Department for Transport, the Office for Low Emission Vehicles, SMMT and a group of leading car manufacturers; BMW, Nissan, Renault, Toyota and Vauxhall.

The Deputy Prime Minister, Nick Clegg, said: “These vehicles have multiple benefits - they drive down emissions, save money with extremely low running costs and create the kind of high-tech engineering and manufacturing jobs we want to see in British.”             

Mike Hawes, chief executive of the SMMT said; “This is a significant development as government and some of the country’s leading automotive brands pool resources to fund a campaign that will raise awareness of the benefits and capabilities of these new technologies. The ‘Go Ultra Low’ campaign will help the public understand how these new cars work and how they could be a perfect fit for their personal, business or fleet needs. Given the importance of running costs and environmental performance to new car buyers, we hope the campaign will encourage more people to consider going ultra low.”

As well as, the campaign will see national print advertising, a radio advertising campaign, celebrity ambassadors programme, online community campaigns and fleet partnerships through the course of 2014.

To coincide with the campaign launch, the Deputy Prime Minister outlined the government’s latest £8.8m investment in chargepoint infrastructure. It will include:

£5.5m for 140 new rapid chargepoints that can fully recharge an ULEV in 30 minutes – the time it takes to drink a cup of coffee at a service station. These will be in towns and on major roads where there has been a historic lack of chargepoints, creating a UK-wide network of around 500 rapid chargepoints.

£600,000 for 80 more chargepoints at train stations car parks, making it easier for commuters and other rail users to cut the environmental impact of their whole journey.

Grants of £2.7m awarded to public sector organisations to install over 450 chargepoints on their own estate for their staff, fleets and visitors. The public sector is seeking to lead by example by demonstrating commitment to ultra-low emission transport. The successful organisations include a central government department (MOD), two of the devolved administrations (Scotland and Northern Ireland), Defence Science and Technology Laboratory at Porton Down, a number of NHS trusts, two fire and rescue services (Devon & Somerset and London), a police force (Gloucestershire), and several local authorities.

The government has also committed to invest £5 million to introduce electric vehicles across the government, and wider public sector, fleets this year. 

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