As production winds down for the 2015 Chevrolet Volt, General Motors is turning its attention to ensuring the 2016 Chevrolet Volt is the hit it should be. The tone surrounding the Volt nameplate will be quite different from the first-generation car, in that “mainstream” will not be considered a bad thing.
Cited in a recent report from The Wall Street Journal, Pam Fletcher, GM’s chief electric-vehicle engineer, provides some insight as to how GM views the 2016 Volt saying, “In [the new Volt’s] case, ‘mainstream’ is not a bad word,” she said in a recent interview.
Her words clue us in as to how GM plans to position the PHEV for its second round, and the “normal car” approach isn’t a bad one. This is apparent in the more conservative styling approach, which looks handsome in our eyes, and the toned down interior which features less iPod looking controls.
Chevrolet has kept in touch with current Volt owners, and has consistently polled their thoughts on quality, performance and design. The resonating response? “People said they didn’t want a science experiment,” according to Fletcher.
The marketing plan for the car is still being built according to Chevrolet Car Marketing Director, Steve Majoros. The marketing team is putting a great amount of focus on addressing the confusion on the idea of a gasoline powered car that incorporates an electric motor, something which plagued the car from the start. He also added dealers will get “significant marketing support” for the 2016 model, summarizing his statements with “we will be out publicly and big.”
2016 Volt advertising will begin lightly this May when ads for Disney’s feature film “Tomorrowland” begin, where the Volt grabs a lengthy onscreen appearance.