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By Dale Buss, Contributor


General Motors plans to highlight the "car" aspects rather than the "electric" nature of the Chevrolet Volt when it introduces the revolutionary extended-range hybrid late this fall, as it attempts to mainstream a new vehicle type whose reception by typical American consumers is in no way assured.


GM's chief marketing officer, Joel Ewanick, tells Green Car Advisor that ensuring auspicious launches of Volt as well as the upcoming Chevrolet Cruze conventionally powered small car are his top immediate marketing priorities.


While Ewanick's most important long-term goal is straightening out GM's overall rickety brand architecture and boosting the individual Chevrolet, Buick, Cadillac and GMC brands, he says, "We made a conscious decision not to get too fancy about the brand as we launch these vehicles. We don't want to get in the way of ourselves."


Emphasizing Differences


Ewanick is hatching specific plans to deal with two of the most egregious characteristics of Volt: its potential strangeness to car buyers, and its high sticker price.
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Tags: Batteries, Chevrolet, Emissions, Fuel Economy, Hybrid, Plug-ins and Electric, Battery, Chevrolet Cruze, Chevrolet Volt, Chevy Volt, Extended-Range Plug-in Hybrid, General Motors, Joel Ewanick

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GM's Top Marketing Officer Says Volt Aims at 'Average Human Being' was originally published by Green Car Advisor. Read the full story by clicking here.