Chevy Volt has taken a completely new direction. If insanity is doing the same thing and expecting different results, then the advertising people behind the new Volt campaign are in no need of therapy.
Everyone’s in agreement that the Chevy Volt is a groundbreaking achievement of automotive engineering. General Motors never wavered in its vision and commitment to bring this plug-in hybrid electric to market even with the bankruptcy struggles.
However, sales of the Volt are below expectations. GM sold 7,600 units in 2011 with a goal of 10,000. The ambitious target of 45,000 sales for 2012 is looking to be unattainable. Despite rapidly increasing gas prices only 1,600 Volts have been sold through February.
Last years Volt advertising focused on energy smart car buying, specifically targeting oil and fuel-efficiency. With sales faltering to the point where Volt production has been idled, it was time for something new.
GM has now called upon the Volt’s biggest strength. The new series of ads features real owners speaking candidly about the virtues of the Volt. Personal endorsements are definitely a new approach and I hope they help to boost the sales performance of the Volt.
Beyond a new advertising campaign it’s difficult to know whether GM will adjust their pricing strategy and offer the Volt at lower cost. With gasoline prices set to remain elevated for the summer I can see the temptation to leave the price where it is. Although Ford and Toyota will soon have their plugin hybrids on the market, adding downward price pressure.
Did she really say crapload?
Is the new advertising approach enough to save the Volt, or will GM have to cut the price?