Chevy Volt Essay

5814 Words Oct 26th, 2008 24 Pages
Executive Summary

General Motors Corp. (NYSE: GM), is the world's largest automaker and has been the annual global industry sales leader for 76 years. In 2006, nearly 9.1 million GM cars and trucks were sold globally under the following brands: Buick, Cadillac, Chevrolet, GMC, GM Daewoo, Holden, HUMMER, Opel, Pontiac, Saab, Saturn and Vauxhall.

GM is primarily engaged in the worldwide development, production, and marketing of automobiles, consisting of cars and trucks. GM develops, manufactures, and markets vehicles worldwide through four automotive regions: GM North America (GMNA), GM Europe (GME), GM Latin America/Africa/Mid-East (GMLAAM), and GM Asia Pacific (GMAP).

The growth and profitability priorities for the future are
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The marketing of the Chevrolet Volt will be protected by this assignment, but there are some important factors to consider.

General Motors and the EV1

At the turn of the 20th century, General Motors had developed the EV1. The EV1 was a plug-in vehicle that relied solely on an electrical battery as its source of power. This vehicle which had generated lots of hype, such as the Chevrolet Volt is now, never made it into production. This result has caused many enthusiastic electrical powered potential buyers to be weary of the production of the Chevrolet Volt because of the heartbreak they suffered a decade ago. Additionally, analysts on Wall Street deemed the EV1 a massive failure because of the non commercial production of the vehicle.

Trying to understand why this vehicle failed to reach its potential is absolutely necessary in the development of the Chevrolet Volt’s marketing strategy. The primary problem with the EV1 from a marketing perspective was the product itself. Unlike the Volt, GM’s EV1 didn’t have the capability to use other fuel sources when the battery died, but instead just died. Therefore, the product design of the vehicle was not aligned with customer’s expectations that had to make normal commutes throughout the day. Another key factor was that the marketing of for this product was almost non-existent. Other than a few appearances at car shows and a television commercial that
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