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GM: Volt won't become a brand name

GM: Volt won't become a brand name

Posted Nov 6th 2009 6:30PM

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2011 Chevy Volt - Click above for high-res image gallery

The Chevrolet Volt isn't scheduled to hit the market for another whole year, but there's so much anticipation for the vehicle that some are already asking if The General will try to make a brand out of the Volt name. The answer, according to Brent Dewar, Chevy's chief of global operations, is no:

Our thought is to take the Volt technology to other products... The Volt was the original vehicle that we started, but I wouldn't see that as a brand marketing direction for us.

While other models in GM's lineup are likely to get their own versions of the Voltec powertrain, those vehicles won't fall under the Volt brand name. Toyota, on the other hand, says it is considering extending the instantly recognizable Prius moniker to a whole family of hybrid vehicles that may include a smaller coupe and a larger MPV.

Related Gallery2011 Chevrolet Volt

[Source: Automotive News - Sub. Req'd]

Category: EV/Plug-in, Hybrid, Chevrolet, GM

Tags: 2011 chevy volt, 2011ChevyVolt, chevy volt, ChevyVolt, gm volt, GmVolt, volt, volt brand, VoltBrand, voltec, voltec brand, VoltecBrand

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chasmars

GM should look at the Cadillac limo constructed with a smaller front interior but a larger back seat for Limo services. Limos are typically used for airport trips, where they sit waiting for their passengers. Create high powered charging station at waiting stations at the airports, as well as charging stations at the headquarters for the cars. One of the limo industries major expenses of gasoline can be reduced dramatically. Given the fact that a limo is typically run for 200,000 plus and assuming we can increase the average mile per gallon to 100mpg or better versus 25 miles per gallon and the miles are done in four years, we create a savings of (200,000/25 mpg * 3.00 gas = $24,000 over 4 years) versus (200,000/100 mpg * 3.00 = $6,000). This yields an $18,000 savings over 4 years of $4,500 per year. If the vehicle costs $10,000 more than a normal gasoline configuration the math is compelling. There are lots of opportunities for GM to exploit, and it is time to consider them. Current limo services typically use american luxury cars, and it would further secure this market segment.

November 16 2009 at 7:54 AM Report abuse Permalink rate up rate down Reply

Rick

The Volt design looks horribly dated now.

November 10 2009 at 10:23 AM Report abuse Permalink rate up rate down Reply

Avinash machado

Good idea.

November 09 2009 at 8:30 AM Report abuse Permalink rate up rate down Reply

Tohe

The last thing GM needs is yet another brand. We already know how well that worked out for them. Furthermore, the sub branding approach cheapens the brand. I don't want to buy a Camaro when it is made by the same people who made the Aztec. Maybe it is just me, but it just doesn't entice me one bit.

November 07 2009 at 8:52 AM Report abuse Permalink rate up rate down Reply

1 reply to Tohe's comment

Monica Dickey

Definitely. They need to keep it under Chevy and keep things focus, not start yet another brand to confuse things.

November 07 2009 at 5:33 PM Report abuse Permalink rate up rate down Reply

jim

Mark: read the post, GM has said that they intend to use this technology in other vehicles.

GM not making Volt a brand is smart, one of the things that got the company in financial trouble is they had too many brands to promote. When GM sees how the market responds to the Volt they can begin making decisions where else to put this technology.

We'll all know that hybrid and EV technology is successful when it is available on most cars not just on certain models or even brands.

November 07 2009 at 7:46 AM Report abuse Permalink rate up rate down Reply

Tony Belding

I think they have the right idea. Having a Volt brand name, or "Volt family", would only complicate the spread of the Voltec powertrain technology through GM's product line. Every time they introduced a new PHEV, they'd have to restructure their marketing to accommodate it.

Mark seems to think this decision will hinder GM from introducing new Voltec-based vehicles, but I think this actually gives them more freedom to introduce those vehicles -- anywhere in the company's lineup -- without leading to brand confusion.

November 07 2009 at 7:40 AM Report abuse Permalink rate up rate down Reply

Mark Kiernan

Damn no edit. I think it is a bad idea that GM are not having a volt family. A small compact volt and a volt SUV would have been very popular, as the future is EV and you want to have all markets covered. Perhaps they will change their mind when sales come in.

November 07 2009 at 5:05 AM Report abuse Permalink rate up rate down Reply

Mark Kiernan

I really hope this car takes off, it is a very good idea. A family car, not a single person box car, it covers 90% of all travel on EV mode, and has range extending to eliminate false fear.

November 07 2009 at 5:04 AM Report abuse Permalink rate up rate down Reply

pointaken

Harlan,

Late compared to what?

Another car in production that runs as an EV with full performance for 40 miles, and then becomes a full hybrid? Oh yeah, there so many of those that it will be obsolete by next year.
Another car in production that primarily uses electricity for energy, but does not suffer from loss of utility on cold days, or for trips longer than 60 miles?Oh yeah, obsolete.

So Detroit haters, Midwest haters, and USA haters are going to learn to deal with the fact that the leading real world environmental vehicle is designed developed and made in Detriot, MI, USA.

November 06 2009 at 11:31 PM Report abuse Permalink rate up rate down Reply

1 reply to pointaken's comment

jpm

Well, actually the batteries (most expensive part of the Volt) are made in South Korea and many other parts are made in Mexico and other 3rd world countries. Just final assembly is done in Michigan, so as to minimize fat, corn-syrup eating, mid western labor.

November 07 2009 at 12:10 AM Report abuse Permalink rate up rate down Reply

john harlan

This thing is going to be very late (if it shows up). How long have they been hyping it? I hope it's not overpriced and obsolete before it hits the showroom. They have spent a fortune on it. Money has been better spent on the new Malibu, a very good car that ordinary people can afford.

November 06 2009 at 8:27 PM Report abuse Permalink rate up rate down Reply

1 reply to john harlan's comment

nrb

Most of the hype has said 2010, so they're right on track.

November 06 2009 at 11:59 PM Report abuse Permalink rate up rate down Reply