As word has gotten out that a redesigned 2016 Chevrolet Volt will debut at the 2015 North American International Auto Show in Detroit, there was other news about future Volt: its marketing plan.
Indeed, the Volt’s marketing, much maligned during the car’s introduction a few years ago, will shift gears. The automotive landscape has changed since the Volt’s introduction and, in the words of Chevrolet global marketing chief Tim Mahoney, the 2016 Volt will have one luxury the original did not: existing Volt owners.
Automotive News reports that Chevrolet will use evangelical Volt owners with a regional marketing focus, especially in social media, to advocate for the 2016 version of the battery-electric hybrid. “[While the Volt] is a halo product for the brand and one that’s sort of points to what is possible at Chevrolet, there are clearly pieces of geography where it makes sense. So you’ll see a focus on fishing where the fish are,” says Mahoney.