Is that discounted fuel up ahead? No, it’s a billboard for Electric For All, a US campaign aimed at getting drivers into electric vehicles (EVs).
Non-profit organisation Veloz is behind what it calls the “largest and most inventive multi-partner public education campaign” in the US, and its latest initiative involves billboards placed in high-traffic areas nationwide depicting a service station sign displaying $0.00 as the price for both diesel and unleaded petrol.
The billboards will be placed in 16 different metropolitan areas this week across the US, including New York City, Boston, Denver, Washington DC and Orlando, coinciding with the Memorial Day weekend.
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One image supplied by the organisation even shows a billboard directly above a service station.
Veloz says they’re designed to “spark conversation around rising gas prices and the growing number of drivers looking for alternatives to the pump” and will be “placed in high-traffic commuter and travel corridors where drivers are making fueling decisions”.
It acknowledges how stressed many Americans are becoming as fuel prices continue to rise – the most recent average price per the American Automobile Association (AAA) is US$4.52 a gallon (A$1.66 per litre), up from US$3.18 a gallon (A$1.17/L) a year ago.
“Gas prices are one of the most visible stress points in everyday life, especially on a holiday weekend. Our Electric For All – The Way Forward Is Electric campaign simply highlights what it would look like if drivers switched to electric and the cost of gas dropped out of the equation,” said Veloz executive director Josh Boone.
Of course, while switching from an internal-combustion vehicle to an EV would remove the cost of fuel from the equation, the campaign doesn’t take into account the cost of recharging an EV.
For many EV owners, this will indeed be significantly lower than the cost of refuelling a car with petrol or diesel. However, for those who rely on public charging infrastructure in particular, there’s still a cost in keeping an EV charged.
Per data from Cox Automotive, EV sales in the US slumped by 27 per cent year-on-year in the first quarter of 2026, a smaller decline than in the last quarter of 2025 when they were down by 36 per cent year-on-year.
Despite rising fuel prices in the US, the EV market was rocked last year when US$7500 (A$10,450) federal tax credits for EVs ended after September 30, 2025.
In the first quarter of 2026, EVs accounted for 5.8 per cent of total new-vehicle sales in the US, well down of their peak of 10.6 per cent in the third quarter of 2025.
For context, EVs claimed 11.8 per cent of Australia’s total new-vehicle market in the first quarter of 2026.
Beyond physical ad campaigns like these new billboards, Veloz offers information for potential EV buyers online at ElectricForAll.org.
Veloz is funded by Electrify America, which operates over 5600 EV chargers in North America.
MORE: 2026 Federal Budget – Countdown begins for the end of fuel price discounts