Dear GM Volt advertising group and fellow Volt evangelists,
I have been waiting for the Volt since it was announced in January 2007. From what I have been able to read through October 2010, all of GM's buzz about the Volt has been positive. So I was flabbergasted and deeply annoyed that GM should choose the slogan, "It's more car than electric", as their lead advertising catch-phrase. What a negative way to advertise GM's outstanding engineering achievement!
One university student who knows my Volt advocacy -- I wear a Volt tee-shirt during the summer -- has asked me, "Is GM apologizing for this car?" Another asked, "Why would anyone want to buy it a Volt if GM is ashamed of the engineering that makes this car both unique and ecologically appealing?" I can't answer them because this phrase is so out of character for the group that made this car and for potential customers like myself who have been cheering on GM since January 2007. Did this phrase arise from a focus group packed with folks who'd rather be driving a Cobalt or a Cruze?
While it is true the Volt drives further on its gasoline-powered engine than under electric power, making your slogan subtly true, it is for the electric motor drive system that people will pay a substantial premium to purchase this car. They want to look with pride on that electric drive system, and they are dissuaded from doing so by an advertising phrase that diminishes the electric drive's importance. After all, if potential customers have no interest in the advantages of driving electrically for which they are paying that premium, they WILL buy a different and substantially less expensive model of car without electric propulsion.
Come on, GM, rethink your misguided sloganeering and put forward a positive catch-phrase that all Volt owners will be proud to put on their bumpers or splash on their side-panels!!!!!!