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.
Comments
This is sad news. Last time around – GM threw a bunch of money at Volt advertising and see what they got.
We saw aliens in a garage, Tim Allen touting “More Car Then Electric”, People at convenience store gas
stations and burger drive-thrus and robotic deer. In the end, the only ad campaign that resonated was
a very inexpensive one with current Volt owners sharing their enthusiasm for the car. Even so – it was
already far too late. GM insists that EREV isn’t a hybrid nor PHEV and they may be right – except for —-
the general public doesn’t care how it works. What they do care about is “What does the Volt do for me?”
Toyota never once tried to explain Hybrid Synergy Drive to the public, but has sold Prius in the millions.
True insanity, said Albert Einstein, is to keep doing the same thing and expect the results to be different.
To throw bad money after good, and keep banging the “How Volt Works” drum is pure insanity. The
answer is to realize what Volt does better than it’s closest competitors. Conquest buyers is what Volt
is all about. Why? Because the 50 mile electric drive experience is more luxury than a BMW, and it’s
100MPGe is more frugal than any Prius unless you are constantly driving over 200 miles. GM needs
to know that Prius was the most traded-in car for Volt and BMW 3 Series was not that far back. With
that knowledge, compare Prius with Volt and tell those potential Prius buyers how Volt is better.
Volt will use far less gas than a Prius for commuters and people driving less than 200 miles per day.
Volt has driving dynamics that leave Prius in the dust. Prius makes big sacrifices in road feel, handling,
and road noise to get high MPG. Volt does not. Volt drives and feels solid – like a normal car , but much
more quiet and smooth.
Prius and other hybrid drivers deal with a gas engine cutting on and off constantly. Any load or
acceleration and there it goes – burning gas. Volt gives you solid 0-80mph without once lighting
up the gas engine. Prius even lights up the gas engine driving through parking lots with a full
drive battery! Volt even drives PURE ELECTRIC in parking lots 15mph and under EVEN when it’s
drive battery has depleted to the point of gas engine road use! That is huge! Tell current Prius
owners how Volt uses it’s buffer when you start and drive through that parking lot! One thing
I know is that Prius owners want to drive electric – and over half the time they have to hear that
crazy gas engine buzz in their ears.
However, the Prius sucks as a car. Too many people accepted cheapness, and boringness for few extra miles per gallon.
I have a 2013 Vauxhall Ampera (Volt’s UK cousin). It is brilliant in the way it all gels together effortlessly. I can’t wait to see the next generation. Hopefully Vauxhall will put the backing behind the car it deserves.