Entitled ‘The Future is Right in Front of You’, this ad shows a father driving in a 2022 Chevy Bolt EUV with his young daughter in the back seat. The daughter proceeds to ask her dad “when is the future?”, an inquisitive and profound question characteristic of a young kid, prompting him to reply that the future is “what’s ahead of us.” The daughter says she doesn’t get it, so the dad replies “so now we’re in the present, but now we’re in the future,” before switching on his vehicle’s hands-free Super Cruise system and demonstrating the semi-autonomous driving technology.
This Chevy Bolt EUV advert is part of GM’s new ad campaign for the electric compact car, which debuted earlier this spring. The new ad campaign is intended to boost Bolt sales following the vehicle’s large-scale battery fire recall, which forced GM to recall all 140,000 examples of the Bolt and Bolt EUV and issue a stop-sale order on the vehicles. This new ad campaign will give the Bolt the second-highest media spend at Chevy this year behind the Chevy Silverado truck model line. Chevy marketing boss Steve Majoros has predicted Bolt sales will reach a record high this year as a result of this ad campaign, topping the previous high of 23,297 units sold back in 2017.
GM restarted production of the Bolt EUV and Bolt EV at the GM Lake Orion Assembly plant in Michigan in April. Production of the vehicles had been offline since late 2021 as GM concentrated on manufacturing repair parts for recalled vehicles. A stop-sale order was also active on both vehicles during this time, preventing GM from being able to market and sell the vehicle.