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Will it Still Be Called the Volt?

August 1st, 2007 | Posted in: Brand

volt_logo.jpg

As we know, the Chevrolet Volt doesn’t just represent a car but more importantly represents it’s technological underpinnings. The vehicle also heralds a major frameshift in the fundamental engineering of the automobile as we know it. Furthermore, this frameshift in turn, completely disrupts the fabric of energy flow on a global level as it applies to human locomotion. No longer will gasoline be the currency of motion. Rather the utility companies will supply the elctricity we need to power our cars. Where that energy comes from will also vary, but can be generated from coal, natural gas, nuclear, wind, or solar sources.  In fact, people could generate it right at home with solar panels on the roofs of their garages.

The Volt is the concept prototype for this new E-flex series hybrid platform, and it reasonable to expect that many vehicles runnig on the same platform will emerge in the years after the Volt’s release.  Other range extenders like hydrogen fuel cells will also arrive.

Autoweek published a report yesterday including an interview with Tom Stephens, group VP of GM global powertrain.  In the report the author states that “It is unclear whether GM will use the Volt name for a specific model or incorporate the new technology into an existing model, such as the Malibu.”

I disagree.  Early after the Volt was first announced, there was some debate about the name issue.  But now there shoudnt be any.

The first car to arrive with this technology must be unique in appearance, name, and form.  Other cars can later incorporate this technology, and indeed there may one day be an E-Flex Malibu.  But considering the profound nature of what the Volt symbolizes it will have to come first.  After all, the Prius didn’t first appear as a hybrid Corolla.

What do you think?

Posted by: Lyle

41 Responses to “Will it Still Be Called the Volt?”


  1. kent beuchert
    Vote -1 Vote +1kent beuchert     Says:
    August 1st, 2007 at 11:54 am

    The name VOLT as a car model has so much
    currency and public acceptance, the idea of
    not using it for a model name would be perhaps the worst PR blunder in automotive history.  

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  2. kent beuchert
    Vote -1 Vote +1kent beuchert     Says:
    August 1st, 2007 at 12:03 pm

    After giving it some thought, the model name VOLT could be used for each division
    that builds one – the Saturn VOLT, the Opel VOLT, etc.  

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  3. Matt986
    Vote -1 Vote +1Matt986     Says:
    August 1st, 2007 at 12:11 pm

    I kinda see it the same: The Volt should be it’s own model… but of course, the E-Flex system should also be ported to other models.

    I also like Kent’s idea, sort of labeling a model with the suffix ‘Volt’ to indicate the E-Flex system. Maybe a ‘Malibu Volt’, or an ‘Aveo Volt’… but then, that would be a little confusing to consumers if there actually was a model named the Volt.

    Whatever happens, I think the E-Flex system needs to get out there!  

    (Quote)


  4. R. Santos
    Vote -1 Vote +1R. Santos     Says:
    August 1st, 2007 at 1:12 pm

    All I am sure is that my Volt will be Santos Volt. That is kinda cool. Thus, I think that the Volt should stand alone. With model such as Volt FQ,(because if you see the car it is really F… Q) Volt Edison Edition (this should have more E range) to complement Edison for giving us electricity and finally…Volt E (Environment, Earth, Electricity, E Flex and on. Pick your cause and drive it with Volt.  

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  5. Hoang
    Vote -1 Vote +1Hoang     Says:
    August 1st, 2007 at 1:33 pm

    I don’t get it. If GM stay away from Volt name, they will lose big time to Toyoya. Is this GM’s culture: make something great sucessfully, then dump it all to the trash bin a short moment later like the EV1?

    I am really losing faith to GM especially the wait for the Li battery. For those of you who really believe that GM can make the Volt under 30K in 2010, here is your future’s configuration option of your Volt and this is my most optimistic view:

    “Standand” Volt: $29,500, 18-25 miles/electric only *

    Safety Pack: $3,000, sided and head airbags.

    Convenience Pack: $2,950, AC, CD player, power window and steering wheel.

    Power Pack: $6,500, increase electric range to 30-40 miles *

    Limited Version: $18,000, has all options above plus GPS, bluethooth, chrome wheel, heated miror and seat…

    —————————–

    * Note: actual electric range may vary. It depends on your driving habit and how much weight of passenger/lugguage you carry in your car.

    If what I envisioned is true, in 2010, I’d rather buy the Toyota Yaris at $12,000. At least the power steering is standard!  

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  6. Matt
    Vote -1 Vote +1Matt     Says:
    August 1st, 2007 at 1:42 pm

    One need only look at the case with the Prius vs. the Civic Hybrid.

    The two cars, spec for spec, pricewise, target market, etc. are nearly identical, and yet the Prius outsells the Civic, what, 10 to 1?

    Why?

    Cache. The association of forward thinking with the Prius. The Civic is as solid a car, but the fact that it wasn’t differentiated enough from the original model seems to have been the biggest hurdle to wider adoption.

    To attach the ‘Volt’ name to an existing model, at least for the initial model rollout, would be marketing suicide.

    Lyle, if you have connections within GM’s PR/Marketing departments, please, send them this dose of common sense.  

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  7. Matt986
    Vote -1 Vote +1Matt986     Says:
    August 1st, 2007 at 1:55 pm

    uys, I don’t think crippling the Volt by putting in a lower range battery pack is even a temporary solution.

    Since the 40 mile range will work well for the MAJORITY of commuters, it’s the best goal.

    You have to think about marketing. GM being able to say “The Volt will go 40 miles on a charge, far enough for 80% of American commuters daily drives. This means the majority of commuters could commute without burning any gas!”  

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  8. Steven B
    Vote -1 Vote +1Steven B     Says:
    August 1st, 2007 at 2:08 pm

    I really like the ‘Volt’ name. I think it would be fully workable to have a Volt for each GM brand, though. With the sporty but practical Volt concept kept as the Chevrolet Volt, but also have a Sautrn Volt (a less performance-oriented, economy model), a Pontiac Volt (more sporty), Buick (larger, more luxurious), and even GMC (an e-flex crossover), etc. That’s just my idea. But I definitely think it’s a bad idea to abandon the name all together.  

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  9. Vishva
    Vote -1 Vote +1Vishva     Says:
    August 1st, 2007 at 2:31 pm

    Hi, I think most of us are just taking it too seriously. I think even Lyle is saying that changing the name is only Autoweek’s interpretation or assumption. If you read this another article on auitoweek’s website then you will realize that they do not even think if Volt will ever be made

    http://www.autoweek.com/apps/pbcs.dll/article?AID=/20070801/FREE/70730020/1024/LATESTNEWS

    This article is about new vehicle line up of Chevy brand in next 5 years. This is what they have written about Volt

    Volt: The Volt concept, which debuted in January at the Detroit auto show, is more than a means to showcase future technology – in this case, plug-in hybrid technology. The concept reveals styling cues for the redesigned Malibu, debuting in the 2011 or 2012 model year, and the redesigned 2011 Cobalt.  

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  10. Lyle
    Vote -1 Vote +1Lyle     Says:
    August 1st, 2007 at 4:49 pm

    Vishva
    I’d like to believe this statement is simply misinformation on the part of Autoweek writer Richard Truett, but it does come in the context of an interview with Tom Stephens, who I don’t know. Within GM there are small groups that seem to know things that other groups don’t. Execs there are very specialized.

    I hope that here on our platform we can sound out to GM exactly how we feel about the Volt name, just in case they are questioning it, which is possible.  

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  11. Brian
    Vote -1 Vote +1Brian     Says:
    August 1st, 2007 at 6:32 pm

    I think they shiould definitely keep the Volt name for the initial car, and here are some ideas for others (all with the E-flex of course):

    Pontiac Amp – sporty compact
    Buick Watt – large sedan
    Chevy kiloVolt – high power, RWD version of Volt (like the Corvette of EVs)
    GMC Joule – crossover/small SUV
    Hummer MegaVolt – large SUV
    Cadillac Coulomb – luxury sedan

    well, i kinda ran out of ideas but you get the point.  

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  12. Auston
    Vote -1 Vote +1Auston     Says:
    August 1st, 2007 at 7:40 pm

    I would like ‘Revo’ as a new name for the ‘Volt’, if it must be changed.  

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  13. Dayrl
    Vote -1 Vote +1Dayrl     Says:
    August 1st, 2007 at 7:42 pm

    I believe that a name is more important than it’s results. Some things never make it to the floor, and others you can’t keep from the floor. And it has to do with their name, Companies spend fortunes on names just to have the “correct” name. Long live Volt, it has such a definate meaning.
    I drive a Cadillac Eldorado, it could be a Cadillac El ectric. I even considered in making it electric, but decided to keep it original and buy the volt first then the electic Cadillac.  

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  14. RB
    Vote -1 Vote +1RB     Says:
    August 1st, 2007 at 7:51 pm

    If it is called the Malibu-anything or the Cobalt-anything I’ll never buy one.  

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  15. John
    Vote -1 Vote +1John     Says:
    August 1st, 2007 at 8:00 pm

    Nobody is inquiring about how the energy draining creature comfort systems such as airconditoning would be implemented without significantly affecting mileage. Will these only be fair weather bargains?  

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  16. Ziv
    Vote -1 Vote +1Ziv     Says:
    August 1st, 2007 at 8:21 pm

    John, the AC and (possibly) the heating, will drain the batteries, but the energy required to run an AC unit pales next to the amount of energy required to push 3000 pounds of metal, plus the passengers, around. WAG, on a very hot day, you might only have a 36 miles range.
    I have always wanted PV cells that look relatively innocuous, paint/apply them on/to the roof of my car and have them run my AC intermittently whenever my car is in the sun and the interior temperature is more than 80 degrees… Of course the PV cells would also charge my LiIon battery pack which would increase my daily range from 40 miles to, maybe, 41 miles or so… But it would be cool to come out to a less than blistering hot car every evening.  

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  17. John FK
    Vote -1 Vote +1John FK     Says:
    August 1st, 2007 at 9:13 pm

    Abandoning the Volt name would be foolish beyond belief. It creates a picture, a mood, and an expectation in the head of a buyer.

    What they might consider is creating a Volt division in the same way Chevy, Saturn, and so on exists. Then if need be they migrate their successful models from the other divisions into the Volt division. In this way they don’t alienate long time customers and have the absolute freedom to style and market Volt in a way that wins new customers, many who are very skeptical.

    Also, if I were GM I would rebrand E-Flex before I mass marketed the system. The name implies next to nothing about what it is and sounds more like obscure geek speak. Call it iFuel or something to get in with the marketing lingo of the pretenders. Get it? I fuel, it gives the customer the feeling of being in control.  

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  18. Brian
    Vote -1 Vote +1Brian     Says:
    August 1st, 2007 at 9:38 pm

    John FK:

    I like your idea about rebranding E-Flex. I don’t think they would go with iFuel because it would be too much of a ripoff of iPod and the word “Fuel” might have negative connotations. Maybe extend it to Energy-Flex or change it to FlexDrive or something. I don’t know, I’m not a marketing person.  

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  19. Susan K
    Vote -1 Vote +1Susan K     Says:
    August 1st, 2007 at 9:45 pm

    I have seen a pickup converted to
    an EV and on the tailgate the ev in the embossed ChEVrolet sign was colored to send the “EV” message.

    I think enough people are waiting for the Volt that you must send it out with that name as a noun.
    Its a great name, and it would be sullied by turning it into a mere adjective: thats why you don’t have the RAV4 Prius, the Camry Prius etc.

    But as you roll out EV versions of F150’s and all the other models, why not pay tribute to all the EV conversions of Ch-ev-rolet, by emphasizing that EV in Chevrolet.

    Make ChEVrolet synonymous with EV. Its a classic.  

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  20. Johnnie
    Vote -1 Vote +1Johnnie     Says:
    August 1st, 2007 at 9:47 pm

    Keep the front facia, and rework the rear of the car…the name stays, everyone knows the Volt.

    In the 60’s, the 327 fit in nearly every model GM made…but then there was the Camaro…

    In the future they can they deploy the E-Flex in anything they want…but then there is the Volt

    I wonder what E-Flex would do for the Camaro line?

    Or maybe bring back the Fiero with a rear mounted “Sport~E~Flex” package

    Nonetheless, the Volt name stays. (period!)

    Johnnie  

    (Quote)


  21. Dave
    Vote -1 Vote +1Dave     Says:
    August 1st, 2007 at 10:25 pm

    I test-drove the Prius, took it home and put our dog in the back. He didn’t fit – his head was pressed against the glass of the sloped hatch. In addition, my wife didn’t like all the techno crap on the dash of the Prius, so we bought a Honda CRV. The point is this: although it’s cool to look at futuristic stuff, most people want a normal kind of car that works for their life. GM should realize this and quickly come up with a small SUV that has E-flex power. By the way, if it weren’t for E-flex, I wouldn’t even be considering an American car manufacturer.  

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  22. ug
    Vote -1 Vote +1ug     Says:
    August 2nd, 2007 at 3:17 am

    I’m all for diversity. There should be more E-flex vehicles besides the Volt. I actually am kind of lukewarm about the Volt’s chop-top styling. I’d rather have something that looks like a Jetta wagon.  

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  23. Tai
    Vote -1 Vote +1Tai     Says:
    August 2nd, 2007 at 4:13 am

    I hope I don’t sound like a troll here ’cause if they built the VOLT, I will be owning one. But…

    I for one am trying to forget the fact that the VOLT will be a GM car altogether. So I sincerely hope that they don’t attach any of the names from their current line-up to the Volt.

    It will already be hard enough for me to talk myself into buying a Chevy “Anything” much less a Chevy Cobalt or a Chevy Malibu even if it is powered by E-flex.

    Like I said above, if they build it, I’ll buy it. I’m willing to look past my quality issues with American autos for a revolutionary car like the Chevy VOLT…but I’m not so sure about a car named the Chevy Malibu VOLT. I know this sounds silly, but it’ll just mess with my head too much.

    Tai

    Just a little P.S. GM better hope Honda or Toyota doesn’t beat them to the punch. I’ll have to give a foreign automaker my money again…  

    (Quote)


  24. Pro-USA
    Vote -1 Vote +1Pro-USA     Says:
    August 2nd, 2007 at 6:01 am

    I for one am sick of “quality” issues about american cars! GM and Ford cars lead in many of the segments for quality. What is with you people are you such self loathing, hate america first people? Give me a break, GM knows they have a hit on their hands, they have the expertise and the global reach to make this type of automobile a success. Then I would not discount Ford either, with their Piquette project due to be unvieled at the next Detroit Auto show, they may get to be the first with a plug-in alternate fueled hybrid. Give the American companies can’t make a good product a rest already. Most of you have never owned one!  

    (Quote)


  25. Tim
    +1 Vote -1 Vote +1Tim     Says:
    August 2nd, 2007 at 8:12 am

    GM got it right the first time and fans of GM can be proud again. E-Flex is the drive train and the Volt is the first Chevy model to use it. When a GM model incorporates the e-Flex drive train, just stick a little silver e-Flex metal logo below the model logo. Simply use e-Flex for gasoline or flex fuel blends, e-flex/H for hydrogen fuel cell, e-Flex/D for diesel and e-Flex/B for pure battery electric with no range extender. Now, all they have to do is get their first e-Flex model, Volt to the showroom floors before anyone else. The clock is ticking…  

    (Quote)


  26. Mark Bartosik
    Vote -1 Vote +1Mark Bartosik     Says:
    August 2nd, 2007 at 11:08 am

    I agree with Tim.
    Just as Toyota Prius has good name recognition, GM Volt would. Toyota has the synergy-drive and GM would have the E-Flex drive. I also like Tim’s idea of e-flex/H for hydrogen, e-Flex/D for diesel etc.

    Make the Volt the first model with the e-flex drive train.

    GM want to make a break with the reputation for gas guzzling. What better way than a new model, rather than what might otherwise appear on the outside as more of the same.

    I really hope that Haong is wrong about $29,500 being an utterly basic entry price. I think that it will have to have a good number of goodies at $30K to sell.  

    (Quote)


  27. Tai
    Vote -1 Vote +1Tai     Says:
    August 2nd, 2007 at 12:37 pm

    Quote from Pro-USA, “I for one am sick of “quality” issues about american cars!”

    I couldn’t have said it better myself! I’m sick of the quality issues with American cars too! As soon as those quality issues are addressed (ok they have gotten better recently, but they still has a long way to go), I will jump the fence.

    I do not loathe myself or my country. I’m proud of my country…just not the Detroit Three. Believe me if I “hate” anybody, it’s OPEC.

    I am not some whining child who impulsively complains about his leadership before taking a closer look. I am an educated consumer who has done all of the reading and has had plenty of experience with American autos.

    BTW, I wouldn’t buy a European car either…

    I would love to own an American car that I can be proud of. I hope the VOLT is that car.  

    (Quote)


  28. Apex
    Vote -1 Vote +1Apex     Says:
    August 2nd, 2007 at 1:00 pm

    I agree totally.
    It would be a major mistake if the first E-Flex vehicle is not called the Volt and is not in it’s own unique “packaging”.
    I don’t think I would purchase the first E-Flex if it came packaged as, say, an E-Flex Malibu or E-Flex Cobalt. I just don’t like the way they look and I don’t think the E-Flex platform can get me past that barrier :-)   

    (Quote)


  29. Mark
    Vote -1 Vote +1Mark     Says:
    August 2nd, 2007 at 1:38 pm

    The Volt name has to stay – GM is probably a bit surprised at how much buzz they’ve created and didn’t do all the focus group seances that usually go with picking a product name. Too bad – you have a hit and don’t mess with it. My first reaction was that the guy that thinks the name should change is the same guy that thought the aztek was a good idea.  

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  30. Susan K
    Vote -1 Vote +1Susan K     Says:
    August 2nd, 2007 at 1:40 pm

    Volt EV/ER

    AVEO EV/ER

    FIERO EV/ER

    …and so on..
    The whole ChEVrolet division should specialise in all the EV-ER models
    (electric vehicle, extended range),

    Gassers will die off, but you can be smart and

    Drive Volts for EV-ER…  

    (Quote)


  31. canehdian
    Vote -1 Vote +1canehdian     Says:
    August 2nd, 2007 at 3:00 pm

    A name is everything.
    Look at Toyota.
    Who bought an Echo… not that many.
    But they create all this hype in a new name, “Yaris”, and suddenly their sales triple (I don’t know the numbers, im just making a guess here).
    Its the exact same car. All they did was change the name.  

    (Quote)


  32. Steven B
    Vote -1 Vote +1Steven B     Says:
    August 2nd, 2007 at 4:16 pm

    Obviously, names are very important. But I think that GM should make the Chevy Volt a genuine Prius-redux. The Volt should be the flagship for E-flex with the name fully intact. E-flex should be a powertrain brand name the same as Hybrid Synergy Drive (HSD). A permanent logo for E-flex should be made, and attached to each E-flex vehicle, and the “hybrid” label should not be used, but maybe “EV” could be tagged on the car the same way that “hybrid” is. The Volt should be the same as shown already, but just redesigned and engineered in a production model. That’s my opinion.

    And on the quality issues, I don’t think GM actually has them anymore, or has had them for a while. While it is definitely true that it used to, nowadays GM quality is competitive with Japanese automakers, and is better than European manufacturers. The design issues have also been overcome since GM has abandoned focus-group reactionary design planning. General Motors has become in recent years the New GM, as is seen in the Volt. I think its essential to abandon past impressions of automakers and look at the way things are today, and are likely to be in the future. And also to point it out, Hyundai has become an excellent automaker and the Korean automaker makes fully competitive cars. I didn’t even check them out when I bought my hybrid Civic, but that’s only because they don’t have a hybrid model yet. Things have changed people, and it’s important to see that.  

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  33. Brian
    Vote -1 Vote +1Brian     Says:
    August 2nd, 2007 at 5:39 pm

    GM wouldn’t offer a 10year/100,000mile warranty on all cars and trucks if quality wasn’t expected to be excellent.  

    (Quote)


  34. Jessica
    Vote -1 Vote +1Jessica     Says:
    August 2nd, 2007 at 8:17 pm

    I believe the Volt is something truly unique to the automotive market. Not only is it electric but it’s (IMO) the first unbelievably attractive global warming fighting machine that I can afford (Tesla is very much out of my price bracket). If they decide to upgrade the malibou to have an electric option then the people in GM’s marketing department can think of another nifty add on name for that very separate and different car. The Volt’s name is simple and speaks the truth. Lumping it in to another existing name seems cheesy and lazy. Also, for once in a very long time GM designed a car actually worth looking at. Why scratch it and simply throw the engine into another model which they can never seem to get right? In my mind the Tesla(my dream car) is comparable the Volt, but it is definitely not comparable to the malibou-volt. Why do these American car companies seem so terrified of producing something truly ground breaking and unique?  

    (Quote)


  35. Drake
    Vote -1 Vote +1Drake     Says:
    August 2nd, 2007 at 11:52 pm

    Considering that the Volt will be the most major and historic change since the Model-T, I feel that the name needs to stay.

    This is history in the making.  

    (Quote)


  36. Tarik Sivonen
    Vote -1 Vote +1Tarik Sivonen     Says:
    August 3rd, 2007 at 9:53 am

    I like the Volt name. I trust the Saturn quality. My ‘91 SL (first model year) was amazing. Our L series is almost as good. I am waiting to see if there is as good a hybrid from Saturn/GM that can match the emission ratings of the Prius.

    Gas milage is nice, it will save me money. Emissions are the cause of Global Warming. The Volt may work as a car to commute to work in. Our family will need a Vue sized vehicle for trips.  

    (Quote)


  37. OptimisticMF
    Vote -1 Vote +1OptimisticMF     Says:
    August 3rd, 2007 at 10:01 am

    Pro-USA, I love your patriotism but I hate your jingoism. People who complain about quality issues with American manufacturers are not “self loathing, hate america first people”. I would argue that most people that complain, do so because they love America and want to be proud of what we produce.
    I have two Chevys and have noticed a definite improvement from the 8 year old one to the brand new one. My friend manages a local dealership and I’ve already told him that I want the first Volt he gets his hands on. If its not named “Volt”, I’ll still buy it but it would be a colossal marketing mistake. Let me see…we have a short, easy to remember name that instantly conveys everything that we want to say about the brand…  

    (Quote)


  38. Tom
    Vote -1 Vote +1Tom     Says:
    August 3rd, 2007 at 10:48 am

    I own a Chevy Trailblazer, Chevy Silverado and a Pontiac Bonneville. I have no problems with any of them. My Pontiac is a 2000 with 130,000 miles. It still runs great and I have put very little money into repairs. Keep your chincey Toyotas. Keep your blinders on. This isn\’t the 70\’s any more and GM isn\’t making Gremlins any longer. The only gripe I have with GM is their gas mileage, but hopefully my first Volt will change that!!!  

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  39. Gizi
    Vote -1 Vote +1Gizi     Says:
    August 3rd, 2007 at 2:40 pm

    I say go with “Volt.”

    And I can’t wait to plug it in so my solar roof can power it. Bite me, Exxon.  

    (Quote)


  40. Tom
    Vote -1 Vote +1Tom     Says:
    August 5th, 2007 at 8:28 am

    I like the name Volt for the car.  

    (Quote)


  41. kdarkwa@supernerdio.com
    Vote -1 Vote +1kdarkwa@supernerdio.com     Says:
    August 6th, 2007 at 4:40 pm

    hm, sound very interesting.  

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