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john1701a : GM just delivered gen-2 Volt. How should it be marketed? Having an engine was a strong draw in the past, since it eliminated concern of range-anxiety. But with next-gen EV choices targeting 200-miles, that will become a much harder sell. A range of 53 miles simply doesn’t compare.

As BEV ranges increase, the key difference between pure EV and EREV will boil down to long-distance travel. You can have 300 - 400 mile range, but you won't find chargers that can re-energize this giant pack everywhere you'll want to go, and nowhere near as quickly as you want. Quick refueling at ubiquitous gas stations is such an advantage that the EREV or REx type will be future-proof for a considerable period (especially in the less-than-cool-and-hip majority of the Country).
john1701a : Will consumers care if the engine runs from time to time if they can buy something competitively affordable?

It's the same question the other way around: Do you run the engine semi -- regularly in normal driving, or all the time only during occasional trips? (If most of what you do is over-the-road driving, electric drive isn't for you -- yet).


john1701a : Hyundai, Ford, Toyota, Mitsubishi, Honda, and Chrysler all see the appeal of 25-30 miles for plug-in hybrid range. Ask yourself: Why? People will still get an EV experience, but MPG high values will likely be the draw.

And yet, "high mpg" is largely missing the point. You can easily get 250 mpg in a Volt, or much less, depending on your driving patterns. 38 (and now 53) miles of AER will carry a routine commuter as far on electricity as in a BEV, since the entire capacity can be used regularly (as shown in a study reported here recently). The engine only adds to this utility, making the mpg value so coupled with driving style as to be almost useless. This is a very hard message to get across. In the final analysis, "high mpg" as a draw results from ignorance; but so widely prevalent as to demand some action. This is why I think the range-extender mpg was improved in the Gen II: The value of 'most of the time electric' has been falling on deaf ears ... when disseminated at all.


john1701a : Toyota also has an advantage with respect to reputation. The hybrid system is known for its reliability. The hybrid system is also known for uninspired performance… until this evening’s Super Bowl commercials. Toyota is taking advantage of Prius past to point out how much the newest generation has improved, emphasizing this upgrade changes how people will think of Prius.

The Prius has certainly benefited from manufacturer-motivated advertising; over a decade of it. And while we're being so kissy-kissy (ewww), I do have to say that the Prius was improved more than I would have thought possible. As you point out, reputation cuts both ways, and I wonder if one Superbowl ad will make an overnight difference. It's certainly better than anything we're getting.


john1701a : Perhaps that is what GM should do… find something to revitalize Volt. What is the strength now to point out? Maybe range is the selling point. Oddly, offering the most capacity may not have a negative impact on other plug-in hybrids. It could serve as an endorsement for the category.

I think range is the thing; it topped the focus groups' list, right after cost. Given that, it's hard to see how much more "revitalized" the new Volt might've been made (and in order to "revitalize" the supporting advertising, it must once have existed. Well, at least as far as the "supporting" part goes).

I think it will continue to be a matter of range -- if people can be made to understand what that means in a world of 200-mile BEVs. For their money, most will do all daily driving electric (the vast majority of it, in other words), and still retain the ability to travel any distance on a moment's notice. Otherwise, even with more range, one has to deal with that 200 (or whatever) mile limit with either another gasoline car or a PHEV / EREV.


john1701a : What do you think?

It looks like the greatest single obstacle is lack of advertising, in terms of either quality or quantity. Many have said that GM doesn't really want to sell the Volt, and based solely on sparse, ambiguous ads it's easy to draw that conclusion (though I don't think it is completely true). After that, it's cost; but without volume sales, that won't be addressed: bringing us right back to advertising again.

These observations are far from unique, and a great many electrons have been spent here lamenting these facts as they appear.

You've found us wanting in the activist role, so it follows that you have the knowledge on which to base that conclusion: Do you have any specific suggestions?
 
Jackson : Do you have any specific suggestions?

Advertise Volt yourself. Don't bother hoping GM will provide something. Online resources like YouTube make owner-endorsement promoting so easy, it's hard to believe that hasn't happened for Volt yet.

True, it is helpful getting advertisements from the automakers. But let's face it, ones that really make an impression (like the 2-part chase commercial for Prius over the Super Bowl this evening) are quite rare. Don't expect that. Today just happened to be a very lucky coincidence.

Remember, what you say can be far more detailed and direct than what will come from a firm hired to promote. What we say really does make a difference.
 
john1701a : Online resources like YouTube make owner-endorsement promoting so easy, it’s hard to believe that hasn’t happened for Volt yet.

There have been YT videos promoting the Volt by owners from day1. Even independent commercials.
 
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