Bob Lutz: "Media doesn't have much idea what Volt is all about."

[ronald mcretard]

Originally Posted by CBECK

What, we wouldn't have bridge loans to you guys after going bankrupt how many times. Cali is a business not a state.

California takes in much less in federal spending than it pays in federal taxes, so I would argue that CA has been propping up much of the rest of this country for a long time. (especially Michigan)

[AMERICA 123]

Originally Posted by mgescuro

Look. If GM is still having troubles trying to differentiate the Volt at this stage, then GM has a SEVERE problem!!!

Hmmmm..... sounds like the only severe problem here concerns using correct information concerning the USA market & Toyota's 48,000$, later arriving 500 - 600 unit 'fleet user' only Prius PHEV with a 8 - 12 - or 20 mile if you squeeze real hard all electric range with less space in the boot.

Hmm.. let's see... Prius has a plug. So does Volt. Prius can run on batteries. So does Volt. Prius starts at $24,000. Volt starts at $40,000. Dumb American buys Prius.

'Dumb' Americans - this one included, can still get the difference in price, 'all electric' capability, basic vehicle sizing and quality, and driving dynamics.

Besides, if present trends continue the Brand equity behind the Volt will be worth quite a bit more as well.

However, I am not surprised that GM has botched up Volt marketing. They're still trying to focus on the engineering and the fine details that many consumers don't really care about. GM should have been marketing the hell out of it from the 35,000 foot level. Give consumers the high level. Make sure they really understand it, and then focus on the details LATER or in other venues.

Well, if you say so.

Personally I'll take your unsupported description of GM'S 'botched' marketing efforts over Toyota's botched engineering efforts - including the expensive dead end HSD is turning into.

But hey, Mr Lutz covers things like your post -

Most people vaguely understand what a hybrid is; they mostly understand what an electric vehicle is. I get members of the media asking me how the Volt can compete with the (Toyota) Prius when the Prius is so much cheaper.

When you get that question asked, you don’t even know where to begin. < I'm looking at you, Mgescuro - Bob's got you covered , yes ? >


CG: GM hosted a preshow media event at the Chicago Auto Show, the focus of which seemed to be clarification of the Volt’s function and technology.

Given the media’s seeming inability to accurately present Volt to the general public, how does GM get the message out?

BL: Well, I don’t think this is going to be a problem.

The people who follow the Volt and follow the concept will understand.

We have over 50,000 hand raisers interested in Volt.

And once we have a fleet of preproduction cars available, we will no longer have to explain; we will be able to demonstrate what Volt is all about.

Once people drive the car, drive the entire electric-only range and then see the engine kick-on on the tachometer, the concept will make more sense to them.

But they need to experience it for themselves.

I’m not worried about getting the word out.

CG: Given that Volt represents a serious leap forward in technology, and that its appeal will, at least initially, be limited to early adopters and green intenders, is Chevy still the best channel to handle it?

BL: It was the division picked because Chevy is our most global brand.

Chevrolet is distributed on every continent in the world, and Chevrolet is one of the fastest-growing brands in the countries of the former Soviet Union.

The car is designed to meet all safety regulations in every country of the world.

People frequently overlook this: Chevy Volt may become one of America’s number one export items.

We’ll soon be exporting a lot of Volts all over the world.

[big swede]

GM can't win with some of you guys. If they already had the advertising blitz showing/explaining the Volt in detail then it's way to early and the public will be tired of it by the time it's released. If they wait until 6 months before it's release then they waited too long.

Realistically it's still too early to be hitting the Volt advertising too hard. GM only has so much to spend on advertising and the first year of the Volt will be an easy sellout. Once it's about to hit consumers hands then GM need to hit the advertising much harder. I think after the first years offering of 10,000 word of mouth will go a lot farther than most people realize if the Volt delivers as promised.

[All-Or-Nothing]

How far can you go once the engine kicks in on the Volt

[big swede]

Originally Posted by All-Or-Nothing

How far can you go once the engine kicks in on the Volt

Until it runs out of gasoline just like any other car.

[All-Or-Nothing]

Originally Posted by big swede

Until it runs out of gasoline just like any other car.

Engine powering the electric motor vs. engine powering a drivetrain is where all the real efficiency comes in. Wait let me rephrase that.

If I wanted to go 100 miles. The engine powering the electric motor would be far more efficient than that same engine actually turning a drivetrain.

Sound about right.

[ronald mcretard]

Originally Posted by All-Or-Nothing

Engine powering the electric motor vs. engine powering a drivetrain is where all the real efficiency comes in. Wait let me rephrase that.

If I wanted to go 100 miles. The engine powering the electric motor would be far more efficient than that same engine actually turning a drivetrain.

Sound about right.

no, not really. the Prius will get better mileage than the Volt AFTER the Volt's battery pack has been depleted. it is more efficient to run the wheels directly from the engine rather than through an electric motor.

the Volt's advantage is that for the first 40 miles it uses no gasoline. after that it will get good fuel economy, but not as good as Prius.

[Dr. Show-Me]

GM is doing fine with its current advertising of the Volt. They created a ruckus by announcing the 230 mpg rating, which got the whole country talking about it. They have had technical information meetings to explain the technology. The "stupid American consumer" isn't the target market at the beginning, but rather the tech savvy, the greenies, the Hollywood crowd.
As the Volt gets close, I expect GM's advertising to switch to the revolutionary aspects of the car to build more buzz, but already the first 2 years are going to be sold out almost immediately. The biggest problem will be dealer gouging.

[bobbyd1961]

Originally Posted by Driver Tom

I had a chance to talk to Mr. Lutz a couple of weeks ago.

I thought this part of the discussion was especially interesting.

http://************/yfyc89a

consumerguideauto.howstuffworks.com/an-interview-with-bob-lutz1.htm

i want to buy one. i like the all electric and id want to put in solar panels to generate the electricity to charge the car. the only issue is where do i charge the car away from home and how long to charge it? will gas stations have outlets to plug into? you would think that would be the natural place to recharge.

[Barry Badrinath]

Originally Posted by bobbyd1961

i want to buy one. i like the all electric and id want to put in solar panels to generate the electricity to charge the car. the only issue is where do i charge the car away from home and how long to charge it? will gas stations have outlets to plug into? you would think that would be the natural place to recharge.

I would expect work and hotels to be the earliest adopters. I know of a pharma co. that has approved and is privately going to give over $3M for employees to buy the Volt and has finished, rendered plans to convert 30 of the closest parkng spaces to allow for plug in during the day.

[plane]

Originally Posted by mgescuro

If the media doesn't know what the Volt is really, truly about, then GM has failed in marketing the damned thing.

Oh yeah... I brought up THAT issue MONTHS ago.
People here criticized me because GM's marketing to date had been overly technical and catering to "engineers." Well.. ta-daa.... the "dumb American" and the "dumb media" doesn't get it. Not really effective to market to "engineers," huh??


BTW... the link doesn't work.

facepalm.
This isn't about your $100 pink shirts.

A car is a high-involvement transaction.
It takes commitment and usually involves far more scrutiny by the consumer than an Ipod or Light Purple Izod purchase.
We're talking about innovators and early-adopters in the first wave.
The first 50,000 Volts.
How hard is the number 230 to understand?

You obviously haven't watched Tony Paswatz on Good Morning America lately or you wouldn't even decry engineer talk. That contention is utter rubbish and you know it. And by all means, we're still waiting for you to return from GM-Volt and let us know which marketing archetype best matches the folks you find there.

[plane]

Originally Posted by big swede

GM can't win with some of you guys. If they already had the advertising blitz showing/explaining the Volt in detail then it's way to early and the public will be tired of it by the time it's released. If they wait until 6 months before it's release then they waited too long.

Realistically it's still too early to be hitting the Volt advertising too hard. GM only has so much to spend on advertising and the first year of the Volt will be an easy sellout. Once it's about to hit consumers hands then GM need to hit the advertising much harder. I think after the first years offering of 10,000 word of mouth will go a lot farther than most people realize if the Volt delivers as promised.

[ral1960]

Originally Posted by bobbyd1961

will gas stations have outlets to plug into? you would think that would be the natural place to recharge.

I'm sure everyone wants to spend several hours at a gas station every day.

In stop & go and hilly driving, I'd think the Volt would be quite efficient. The gas engine could stay at a steady, efficient rpm.

[john1701a]

Originally Posted by plane

How hard is the number 230 to understand?

Good question. Show us the simple explanation.

Many wonder how that estimate translates to real-world conditions, where speed & temperature have a big influence.
.

[plane]

Originally Posted by john1701a

Good question. Show us the simple explanation.

Many wonder how that estimate translates to real-world conditions, where speed & temperature have a big influence.
.

Sure. Be happy to John.
First, we're going to take the kayak off the top of the Volt.
It's not cool and it really defeats the sleek Volt aerodynamics.
You still with us?

Ok, now I drive 45 miles back and forth to work each and every day.
And just for the sake of argument, I've been getting 40 mpg when running on gasoline in my new Volt.

So, in 1 week, I've driven 225 miles and used a little over 6/10 of a gallon of gas.
That dials in right at 360 mpg.
See how easy that is?


Except that I made all that up.
I only drive 24 miles back and forth to work each day.
Oops.
24 miles each day is much closer to infinite gas mileage than it is to 230.
See how easy that is?