2012 Chevrolet VoltEnlarge Photo
We don't entirely agree, but the fact that the Volt has had five -- yes, five -- U.S. marketing managers over the course of its short life hasn't helped matters.
Chevrolet will continue having problems explaining the Volt, that much is certain.
Because of its forward-thinking technology, the Volt is going to remain a vehicle for early adopters -- the kind who were pissed off by the tagline on the first Volt campaign, "More car than electric", which made it look as if GM were trying to downplay the Volt's electric powertrain.
However, there are signs that the GM is making progress in thinking about how to explain the car in a way that average consumers can understand.
The two "Gas Station" ads that debuted last fall do a great job of telling the public how the Volt works without getting distracted by nitty-gritty details. And as an added bonus, by injecting humor into the ad scenario, they also build an emotional connection between consumers and the car.
Have a look at the first of those clips and let us know what you think If you knew nothing about the Volt, would this want to make you know more? Or does it leave you saying "meh"?.If you knew nothing about the Volt, would this make you want to know more? Or does it leave you saying "meh"?