Chevy Volt Worst Marketing Ever
Registered User
Joined: May 2001
Posts: 1,018
I'm thinking choreographing "Sunshine and Lollipops" may have been a more valid PR move, but equally lame.
It works for the Prius, not the Volt. The Volt is cool like Channing Tatum in GI Joe, or Transformers cool. Not cool like unicorns and biodegradable laundry detergent. The Volt saves the earth. It doesn't pet the earth.
It works for the Prius, not the Volt. The Volt is cool like Channing Tatum in GI Joe, or Transformers cool. Not cool like unicorns and biodegradable laundry detergent. The Volt saves the earth. It doesn't pet the earth.
Registered User
Joined: Mar 2001
Posts: 13,713
From: The Golden State
Yes, this whole routine was pretty stupid. But I don't really see it as that big of a deal. I mean Chevy didn't run this as a Super Bowl ad or anything - and I'd bet other that the automotive equivalent of "Gym Rats" (us), no one is even aware of it.
With that said, Docherty had better quicken her step or be left for dead. Whether she was aware of this pinheaded dance or not, the responsibility for it rests squarely in her lap.
With that said, Docherty had better quicken her step or be left for dead. Whether she was aware of this pinheaded dance or not, the responsibility for it rests squarely in her lap.
Going off subject a bit, I am wondering how GM does plan to market the Volt once it goes to market (beyond a forgetable Auto Show dance routine).
It's price will be $35,000 to $40,000 starting (depending on if you count tax breaks or not). That puts it squarely in Well-to-do/buys-a-car-to-make-a-statement buyer who will no doubt be established in their career or be an enterprenur. Yet, the design of the Volt (especially the interior), and the direction the advertising seems to be directed towards the same type of people who are still in school (high school or college) and still idealistic.
Prius ads by comparison seem to be directed to people who might actually buy a Prius.
That a Prius is likely to be about $10,000 to $15,000 less probably helps too.
Thread Starter
Registered User
Joined: Dec 2000
Posts: 1,214
From: City of Champions, MA, USA
Agree on all counts.
Going off subject a bit, I am wondering how GM does plan to market the Volt once it goes to market (beyond a forgetable Auto Show dance routine).
It's price will be $35,000 to $40,000 starting (depending on if you count tax breaks or not). That puts it squarely in Well-to-do/buys-a-car-to-make-a-statement buyer who will no doubt be established in their career or be an enterprenur. Yet, the design of the Volt (especially the interior), and the direction the advertising seems to be directed towards the same type of people who are still in school (high school or college) and still idealistic.
Prius ads by comparison seem to be directed to people who might actually buy a Prius.
That a Prius is likely to be about $10,000 to $15,000 less probably helps too.
Going off subject a bit, I am wondering how GM does plan to market the Volt once it goes to market (beyond a forgetable Auto Show dance routine).
It's price will be $35,000 to $40,000 starting (depending on if you count tax breaks or not). That puts it squarely in Well-to-do/buys-a-car-to-make-a-statement buyer who will no doubt be established in their career or be an enterprenur. Yet, the design of the Volt (especially the interior), and the direction the advertising seems to be directed towards the same type of people who are still in school (high school or college) and still idealistic.
Prius ads by comparison seem to be directed to people who might actually buy a Prius.
That a Prius is likely to be about $10,000 to $15,000 less probably helps too.
ALMIGHTY MEMBER
Joined: Mar 2000
Posts: 2,298
From: Detroit, MI USA
It was a surprise to me when they placed a dance floor in the middle of the display - and I was appalled at what I witnessed..........
Mr. Lutz and Ms. Docherty did not see this nor did they have to approve this.
(....and it's important to keep in mind that in a large company - they can't sign off on everything -- there aren't enough hours in a day....)
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