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There’s no denying that Chevrolet Volt sales have been sluggish. GM has admitted as much with production halted currently until April 23rd.
So the American automaker went back to the drawing board to come up with a new ad campaign for its Volt. Because no doubt, the ad created for the Super Bowl had less than stellar results. This time around, they (smartly) decided to stick to just human beings, showing somewhat candid interviews of “Happy Volt Owners.”
GM CEO Dan Akerson says these commercials will feature “the facts” and are “more interesting” now that they have “the happiest drivers on the planet” in the ads.
The ads are a little more effective than using interstellar aliens inquiring about the Volt technology. It’s real-world people trying to explain how the Volt offers real-world advantages. Will it do the job for Chevy? Perhaps the automaker should see what their European brethren are doing to sell the Ampera.
Watch two of the commercials below
GM has a long road ahead of them to rebuild consumer confidence in the Chevrolet Volt after months of negative press surrounding the fire risk of their extended-range electric vehicle.
The advertising campaign will focus on just how safe the Volt is and will include full-page ads in 19 different US newspapers including The New York Times, along with television ads. The launch of the ad campaign coincides with GM CEO Alan Akerson testifying to Congress that a recent Volt fire that took place after a NHTSA crash test would never occur in real-world situations.
NHTSA said late last week after its two-month investigation that the Volt does not pose any more of a fire risk than any other conventional vehicle. Unfortunately, damage clearly has been done as GM North America President Mark Reuss admitted that Volt sales took a huge hit in January. GM will be restarting production on the Volt in February at its Detroit Hamtramck assembly plant and expects to build it with “very reasonable” volume. Their immediate focus however, is to rebuild the reputation surrounding the Chevy Volt as quickly as possible.
Check out GM’s first ad “Morning in Hamtramck” after the break.