OK I know, you may be getting a little tired of discussing the infamous Chevy Volt Dance by now, but attention to it continues as it speaks to possible bigger marketing problems at GM.
We know GM has recognized it hasn’t done a great job in recent years at marketing which was one of the reasons ex-CEO Fritz Henderson put Bob Lutz in charge, only to be removed from his position by Henderson’s ouster Ed Whitacre. Lutz was replaced by Susan Docherty who as new head of sales and marketing at GM wasn’t even aware of the Volt Dance phenomenon until a blogger emailed her.
Automotive journalist John Voelcker did some investigating and discovered that Lutz actually wanted to license the song “Electric Car” by “They Might be Giants” for the Volt (see video below). Lutz was ignored and instead the current Volt song was created and released to the world. The intention was to aim for the school-aged crowd as an educational tool.
If you think this was all a creative trick to bring attention to the Volt, it wasn’t. I wasn’t a secret accomplice and didn’t know the video would go viral.
Docherty apparently isn’t very happy about the reaction either. She gave the following response in an email to a blogger:
Just viewed it (the video) a few seconds ago. My thoughts are that we (as a team) can do much better – the Volt is a game changer not only for Chevrolet, but for GM and for our industry. Our Chevrolet Volt advertising, marketing and go to market strategy will be as innovative as the car. We may have missed on this one, but we won’t going forward.
GM’s VP of Communications Chris Preuss seems to be taking it more lightly.
“CIA now using Volt dance video to crack terrorists,” he tweeted.
Source (GreenCarReports) and (GMSource)
This entry was posted on Wednesday, December 16th, 2009 at 3:39 pm and is filed under Marketing. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.
+1
Dec 16th, 2009 (3:53 pm)That was a fun video! I’m sure people can criticize it if they want to, but *I* liked it
-4
Dec 16th, 2009 (3:55 pm)I don’t know if the “Electric Car” is any better. I’m reserving my opinon on this one.
Happy trails to you ’til we meet again.
+11
Dec 16th, 2009 (3:56 pm)TMBG has been on a roll with their educational, science-oriented work for many years now. Whoever vetoed Lutz on this one was WAY out of touch with popular culture.
+4
Dec 16th, 2009 (3:59 pm)I like Bob Lutz’s idea, GM should license the TMBG song, I LOVE that song!!!
+1
Dec 16th, 2009 (4:03 pm)Considering that “They Might Be Giant’s” are fairly well known, Bob hit it right on. Whoever nixed it was an idiot. I don’t so much like the song, but it’s a heck of a lot better than the one GM produced – and there’s no need for the dancers which I feel was a total joke. GM needs to let the idiots that pushed this through find other oppertunities if you know what I mean? Look what the lic. from Bob Seger’s “Like A Rock” did for Chevy for so many many years.
+1
Dec 16th, 2009 (4:13 pm)Agreed. Lutz just earned a ton of marketing credibility. It may not be the one of TMBG’s best songs, but it’s a good fit and a great idea. …Not to mention the amount of indie-cred this would generate.
+4
Dec 16th, 2009 (4:16 pm)The Volt song tried to present a lot of information. “Electric Car” by TMBG has just one clean, simple message: Electric cars are fun!
BTW – Has anyone notices that Lyle seems to have developed an evil streak lately? He’s been tossing out these controversial topics that he know we’ll all argue about!
+1
Dec 16th, 2009 (4:19 pm)This is GM for gosh sakes, they should have the best marketers in the world!
+1
Dec 16th, 2009 (4:35 pm)Wow! This sucks too. They use Led Zeppelin to sell Cadillacs, but this is the best they can come up with to sell the Volt? How about Electric Avenue by Eddie Grant? Something must be better than what GM has come up with. Get a tune that people actually want to hear and will associate positively with. Both of the songs so far make me want to cut off my ears and run away from Chevy dealerships.
+1
Dec 16th, 2009 (4:38 pm)I’m going to have to let that tune percolate a bit. It’s at *least* a notch above that other one (but that’s not saying much). Bob definitely showed better judgment than whoever was responsible for the LA debacle.
Just got home from work, but checked the site before even warming up. Looks like I missed a whole thread.
Be well,
Tagamet
Let’s Just Get The Volts’ Wheels On The Road!!**********NPNS
-2
Dec 16th, 2009 (4:42 pm)GM had SUV and truck marketing down pretty well when they got 100 million people buy gigantic gas guzzlers who didn’t need them.
+3
Dec 16th, 2009 (4:44 pm)The dance was simply an intertainment act for the car show. That is all! It’s clear that it was not intended as some kind of new direction for Chevrolet or for Volt advertising in any way. I’ve been to lots of car shows and there are lots of cheesy promotions and demonstrations to grab peoples attention during the car show. Some of them work, and some do not, but that is all it was. But because “Faux News” and its nearly brain dead audiance decide to make a political issue about this is the only reason anyone is still talking about this as some kind of issue worthy of coverage. They want to beat the “Government Motors” dead horse instead of covering actual news and actual facts, fact like Chevrolet Equinox and Buick LaCrosse being finalists in the N. American Car of the year competition, or GM is gaining market share, or GM announcing it will pay off all govenment money in 2010, or that Volt is absolutely changing people’s minds about what an Electric car can be. Instead they’d rather talk about a silly dance act at a car show that was not even worthy of spot on America’s Funniest Home Video.
Dec 16th, 2009 (4:45 pm)OK, umm. Yes, this song is much better. And the cartoon is not all bad, but the depiction of the electric car is fairly ugly, but it does have some good elements. First and foremost is not trying to “teach”. Seems to me that before you teach about something you need to get attention and that is what this does. A couple of things that I noticed. One, the “movement” of the car was very real, as if it were really on the road. That lends impact. Second, as it progressed there were some visual depictions of increased acceptance with time (as more of the electric cars showed up on the road). Not badly done.
+2
Dec 16th, 2009 (4:50 pm)+5 pts to Bob Lutz. -27 to whoever vetoed him. -500 to whoever thought the thing the \VOLT song was missing was dancers. Badly, badly choreographed dancers…
Situation is salvageable. Just going to require a much better marketing effort to match the obvious engineering effort that’s going into the car. GM’s in flux, but hopefully they get it together soon. It’s not like it was the *BIG* auto show. Hopefully they’ve got something much better cooked up… or at least plan to now.
Dec 16th, 2009 (4:50 pm)GM could use an ad as unique and eye-catching as Toyota’s people-as-plants 2010 Prius commercials. Those ads just extend the Prius halo effect. GM could use a good dose of that. Ford’s Fusion Hybrid ads are also pretty good. The guy equating the displayed leaves to money resonates.
+2
Dec 16th, 2009 (4:52 pm)BTW, the “Volt” commercial, the one that is supposed to play during the Olympics. Pretty sure that I saw it over the weekend (maybe not this past weekend). Not sure that I like it as being good for GM. For one thing, up until near the end I thought surely it was a Toyota commercial. It seemed to waste a lot of time in the beginning setting up that there was a time progression, but not sure what the point was. Then it finally got to GM vehicles, and then at the last few seconds cut to the Volt. The tie in to the whole GM line was good, but considering how much it costs to run these commercials I would expect something a little more direct and with a little more punch.
Dec 16th, 2009 (4:56 pm)If you guys want to see a truly wacky and amazing car-dance video, just type in “Nissan Roox Dance” in YouTube. You know with a giant dancing rabbit, it has to be good!
+4
Dec 16th, 2009 (4:58 pm)When did the word FAIL, a verb, become a substitute for the word FAILURE?
Just asking. I must have been out of the country when that bastardization happened.
Dec 16th, 2009 (4:58 pm)Ads about Hybrids and EVs are so cheesy…always promoting a feel good message about saving Mother Earth or reducing oil dependency. Or in this case, the cheesy outweighs the message with the song and dance.
I know that this is the main demographics for the Volt. But c’mon…most people do not want to own a vehicle that is associated with crappy ads.
Check out this ad…it does not say anything except that the car is already classic.
http://www.youtube.com/watch?v=_6rj5jisB7g
Better script for this one …after police officers come out of bank
Police officer (into radio): “Do you say inside vault?”
Police Dispatcher (heard from radio): “NO! I said Volt!”
http://www.youtube.com/watch?v=OL946vRUDJg
Dec 16th, 2009 (4:59 pm)I don’t think you’re talking about Lyle here are you? But it does mean that things said here can get wide notice. Context means a lot. Maybe we all have to pay attention to the context of things. I can’t imagine that anyone would find fault with the dance in terms of it’s intended use. But who knows how something will be taken and used elsewhere?
+1
Dec 16th, 2009 (5:04 pm)Better that Lyle get things stirred up now than the general public a few months after the Volt is released.
Hmm, I wonder if Bob Lutz knew about the dance?
+2
Dec 16th, 2009 (5:05 pm)Yeah, it’s better but come on. Why does the Volt NEED a song or a dance for that matter? It can stand on it’s technology, quality and performance!!!! GM better start acting like they know what the hell people want. Build the best damn electric, extended range vehicle you can and stop bullshi***** around!
+1
Dec 16th, 2009 (5:09 pm)Both suck if you ask me. This one after, a few beers will put my sorry azz to sleep.
NEEEEEXT!!!
/maybe make a commercial myself…..
WATCHOUT!
Dec 16th, 2009 (5:12 pm)“We know GM has historically recognized it hasn’t done a great job at marketing which was one of the reasons ex-CEO Fritz Henderson put Bob Lutz in charge, only to be removed from his position … replaced by Susan Docherty who as new head of sales and marketing at GM wasn’t even aware of the Volt Dance phenomenon until a blogger emailed her.
“Lutz actually wanted to license the song “Electric Car” by “They Might be Giants” for the Volt. Lutz was ignored and instead the current Volt song was created and released to the world.”
I recall mentioning in another thread that the marketing for Volt might be more of a challenge than the engineering. Maybe I should just throw up my hands and observe that one out of two major challenges met isn’t bad.
Based on the organizational Chinese Fire Drill we’ve seen at the management level for advertising so far, and now this viral gaffe, I can understandably say “We’re doomed.” Some things you cannot just hire from an ad agency, there is still some proactive responsibility needed from the client. GM especially has to be constantly aware of defense as well as taking the usual advertising offense. Except for a few isolated ads, GM appears to be in danger of dropping the PR ball.
Creating a game-changing engineering masterpiece, only to have it hobbled in the marketplace by your clueless management? It’s more likely than you think.
Dec 16th, 2009 (5:15 pm)I agree – especially about the Prius commercials. Catchy music in those too.
Be well,
Tagamet
Let’s Just Get The Volts’ Wheels On The Road!!**********NPNS
Dec 16th, 2009 (5:16 pm)I know what you mean! I hate to drive those crappy ads.
Give me that Volt; let go its mine!
Happy trails to you ’til we meet again.
+2
Dec 16th, 2009 (5:20 pm)I still think Corvetteguy has the very best idea for something really classy utilizing “Magic Carpet Ride”, and then, just turning off the song and having the “sound of silence”.
GM is a really classy company with Classy Engineers (as proven here when they visit with us here frequently).
I passed by on the dance and cartoons, because, well, as most people here know, I like to get down to business with stuff that I believe works well.
Maybe all these unofficial promotions are just because lots of people already are wanting to deeply participate on behalf of Volt as best they can, which I can never fault anyone for.
But still, Corvetteguy has the best idea I’ve heard so far with MCR.
+2
Dec 16th, 2009 (5:22 pm)GM needs to realize that not a lot of seven year olds buy $40,000 cars and adjust the marketing accordingly. Sooner rather than later would really help.
+1
Dec 16th, 2009 (5:22 pm)Although I agree with your premise, I disagree with the “We’re Doomed” conclusion. Even with this very rocky start there’s still almost a year (or a half year) until the rubber meets the road. Supply will be sucked off the production lines for at least the first year, barring some flaw in the product that actually taints the Volt. Hopefully, word of mouth recommendations will take it from there. JMO
Be well,
Tagamet
Let’s Just Get The Volts’ Wheels On The Road!!**********NPNS
+2
Dec 16th, 2009 (5:25 pm)Electric Avenue, ok that’s showing how dated someone is :^) TMBG is much more modern and in touch with todays younger people.
Dec 16th, 2009 (5:27 pm)You have to understand that in today’s world, everything can and will be taken out of context. A good marketing person knows this and should have anticipated this. You don’t see the same thing from any other auto maker.
Dec 16th, 2009 (5:31 pm)DITTO!
Be well,
Tagamet
Let’s Just Get The Volts’ Wheels On The Road!!**********NPNS
Dec 16th, 2009 (5:43 pm)Exactly right. There were about 10 people at the Volt display. 25 more people walked over when the music started playing.
My suggestion for a Volt song is to simply stick with a standard. I can list 20 that would be a great fit.
Here are a few:
Bob Marley ~ Stir it Up
Gloria Gaynor ~ I’ll be There
Aerosmith ~ Angel
Chaka Khan ~ I Feel For You
http://garfwod.250free.com/CK_IFeelForYou_clip.mp3
=D~
Dec 16th, 2009 (5:45 pm)Tag,
I still believe that a 4th of July event would be the best time for a promoton event. Your idea of an Indepedence Day from foreign oil was and is a good one. GM could do something really special around that date.
Happy trails to you ’til we meet again.
Dec 16th, 2009 (5:56 pm)I thought the black chick the dance video was hot.
On a more serious note:
By the time the Volt comes out, no one will remember the dance video.
People tend to have quick memories.
Dec 16th, 2009 (6:02 pm)How about, the Electric Slide…
Imagine every time it is played, people think of the Volt!
http://video.google.com/videoplay?docid=8228911904900983082&ei=7mQpS-rpMKCOqwLn9eXWBQ&q=music+electric+slide+dance&hl=en#
=D~~~~
Dec 16th, 2009 (6:02 pm)I the spirit of this thread I think they should have just modified The Nature Song by Granddaddy.
Dec 16th, 2009 (6:02 pm)I did like July 4th until I heard September 11th.
Dec 16th, 2009 (6:05 pm)Off topic:
the following news article highlights the rapid growth of automobile ownership in Beijing, China:
http://news.xinhuanet.com/english/2009-12/15/content_12651944.htm
It took Beijing an astonishing two years and seven months to go from three to four million. Tokyo used 12 years to make its number of cars grow from three million to four million. They are selling over 2,000 cars a day.
Happy trails to you ’til we meet again.
-1
Dec 16th, 2009 (6:14 pm)Whoa, do you think everyone has the intellect of a preschooler. I don’t know who came up with this but its not the sort of ad that would make me want to rush out and buy a Volt.
This ad ranks right near the bottom for introducing new technology to the public. Why not take an ad out in the daily news paper and introduce it that way or am I missing something.
I think an ad on saving the planet would better serve the purpose and how much fun it is to drive with a few technical points thrown in.
Dec 16th, 2009 (6:16 pm)It is subjective.
+1
Dec 16th, 2009 (6:23 pm)There should be no comparison between the Nation’s Birthday and the date of a terrorist attack. July 4th is a day of celebration, and we should certainly celebrate any effort to become free of foreign oil (Just as we became free from England). Sept. 11 will always be a day of mourning here.
Be well,
Tagamet
Let’s Just Get The Volts’ Wheels On The Road!!**********NPNS
Dec 16th, 2009 (6:29 pm)Hey Tag,
I need to ask you your opinion about something here.
Dec 16th, 2009 (6:31 pm)Opinions are free (g) and worth what you pay for them.
Be well,
Tagamet
Let’s Just Get The Volts’ Wheels On The Road!!**********NPNS
Dec 16th, 2009 (6:34 pm)Ok, how about “Drive” by the Cars for the Chevy Volt theme song.
It’s classy, hip, electric-techno. Also it’s just plain cool, and it’s… well… by the Cars!
“Who’s gonna drive you home, tonight…?”
Dec 16th, 2009 (6:38 pm)OK,
Do you think dagwood55 is someone really a Toyota-owner, or someone made up to spur commentary? Two topics back he really apparently had to have the last five posts with extensive convictions. So, I doubt he is some sort of made-up personna.
What do you think?
Dec 16th, 2009 (6:42 pm)that I’m missing something or that the ad sucks ?
Dec 16th, 2009 (6:45 pm)In my opinion he is a real, driven person, with needs that I won’t go into (but be glad that we don’t own them). I’ve debated just letting him ramble and not challenge him, or constantly inserting myself in the threads. I think that the latter will just provide fuel for him, but I hate to see some of the “stuff” he pushes go unchallenged. It’s a tough call, but ignoring his rants may prove to be the most efficient course.
Be well,
Tagamet
Let’s Just Get The Volts’ Wheels On The Road!!**********NPNS
+1
Dec 16th, 2009 (6:46 pm)Only hardliner like us are picking these failure and since we are not the target, there is no damage done and they have plenty of time to do the right thing.
It is a good thing it happenned now.
Dec 16th, 2009 (6:50 pm)Extremely wise advice as usual Tag.
But, I was wondering what you might think of some mischeif of my own at a very professional level every time he comes up here?
Not at all related to anything he brags about, but, just absolute tragic facts about how various Toyotas have devastating repairs that come in every so often into shops, and, educating the public about how everything sooner or later can have its down sides.
What would you think about that sort of “reality therapy”?
Dec 16th, 2009 (7:03 pm)I don’t think that he (I think it’s a he) is particularly concerned with reality. Aside from that, I’d rather take the high road. Poking the embers of resentment will just stoke the fire. The last thread even had people doing a lot of name calling. That’s not what it’s about here. Again, JMO.
Be well,
Tagamet
Let’s Just Get The Volts’ Wheels On The Road!!**********NPNS
Dec 16th, 2009 (7:10 pm)The problem is that electric cars are generally marketed to tree huggers, and “lame” resonates with them. Just look at the Prius commercials with kids in flower suits, etc.
Hopefully GM will market the Volt as being a cool electric car–not for lame asses who drive Priuses.
Dec 16th, 2009 (7:16 pm)Although the Volt is intended for a wide range of people, tree huggers are part of that group. It should therefore be marketed to everyone in the market demographic. JMO.
Be well,
Tagamet
Let’s Just Get The Volts’ Wheels On The Road!!**********NPNS
Dec 16th, 2009 (7:17 pm)He may have been considering just who had the intellect of a preschooler…
-3
Dec 16th, 2009 (7:19 pm)Better young up ya’ old geezer
Dec 16th, 2009 (7:21 pm)I agree with the first comment i loved the video, its a bit quirky but who cares, it’s catchy, the world is full of stiff old people who would look down on such a song, i say be a bit random in life, its the car that matters and the car is fantastic, The first people to critize something will probably be the big fat lazy individuals that could never be so athletic, and the first people to critize things in life are always the ones who never create anything or do anything positive, the car is a something new so lets do something new and start disregarding the negative people let them go stick there head in the sand
Dec 16th, 2009 (7:25 pm)Amen!
Be well,
Tagamet
Let’s Just Get The Volts’ Wheels On The Road!!**********NPNS
Dec 16th, 2009 (7:31 pm)The “new” usage of “a FAIL” comes out of automated component diagnostics from the emissions systems. It was transferred here in the title as a noun because technicians have been using it as a noun for the last fifteen years. So in the context of how the advanced systems techs have used it for the last fifteen years, it has been a noun for quite some time.
“Your car has failed the emissions inspection because it has three
‘FAILS’”,
referring to “failed tests” of about a dozen or two (or even more) that constantly run by themselves to monitor emissions equipment.
+2
Dec 16th, 2009 (7:41 pm)The volt song is terrible and that is the main reason why the ‘volt dance’ is a failure. The dancing itself isn’t that bad. The break dancing guy is actually pretty awesome.
It amazes me how bad the volt song is. Did no one listen to it before it was released? It’s like they hired some D grade unknown terrible singer and gave them free reign to write the cheesiest song they could.
Dec 16th, 2009 (7:43 pm)Thanks for the info. I was kinda agreeing with “the old geezer” (lol).
Be well,
Tagamet
Let’s Just Get The Volts’ Wheels On The Road!!**********NPNS
+1
Dec 16th, 2009 (7:58 pm)Both the Volt song and Volt dance suck. Very poor marketing and a waste of money. My prediction Susan will be ousted next.
Dec 16th, 2009 (8:02 pm)Kind of corny, but the people that hate the Volt are the reincarnated naysayers that attacked horseless carriages a century ago.
Dec 16th, 2009 (8:13 pm)No comment.
Dec 16th, 2009 (8:14 pm)Sometimes that’s the best comment.
Be well,
Tagamet
Let’s Just Get The Volts’ Wheels On The Road!!**********NPNS
Dec 16th, 2009 (8:22 pm)Who cares about the dance? It would be refreshing candor from a GM exec if Docherty admitted the GMT-900 hybrid program was an ill-conceived failure.
I’d consider that a hint that GM was waking up to market realities and might actually get something going.
+1
Dec 16th, 2009 (8:31 pm)A car show dance routine goes viral?? Give me a break.
Suddenly everyone is a dance critic. The songs are crap but so are 99% of all advertising songs… get over it. In fact 99% of all pop songs are crap… big deal!
The IDEA was to have a few attractive woman dance around on stage to get your attention …… it worked for me!!!!
Dec 16th, 2009 (8:32 pm)Ok, GM needs to get the target right. People who drop $40k on a car are in the 30-50 demographic, and the right song to use for the Volt and GM is “AC/DC Back In Black”.
So, if the Volt can put GM back in the black, then this song would be fitting.
http://www.youtube.com/watch?v=tXaZmY52gHM
This will get the blood moving!
And if this works, then they move THUNDER STRUCK! This would be pointed towards Toyota.
http://www.youtube.com/watch?v=-f1cwycSWq0&NR=1
GM will be king once again, in my book.
Dec 16th, 2009 (8:38 pm)The idea of GM getting back in the black certainly resonates. Do the lyrics have anything to do with electricity (other than the group being AC/DC)?
Be well,
Tagamet
Let’s Just Get The Volts’ Wheels On The Road!!**********NPNS
Dec 16th, 2009 (8:42 pm)Tag,
Come on! Just listen to that music, who cares about the electricity.
Well, ok, I guess you have a point…But I LOVE AC/DC!
Ok, you want an “electric connection”, how about “High Voltage”?
http://www.youtube.com/watch?v=tvC-vENeF2E
I know its a stretch, but hey its AC/DC!
+2
Dec 16th, 2009 (8:46 pm)______________________________________________________
Lyle Said:
“…If you think this was all a creative trick to bring attention to the Volt, it wasn’t. I wasn’t a secret accomplice and didn’t know the video would go viral…”
—————
Then we can chalk it up to a good stroke of luck for GM; excellent bang-for-the-buck in getting the Volt more exposure…it will net out on the positive side big time.
______________________________________________________
Dec 16th, 2009 (8:46 pm)LOL, silly me. Granted, they do cool music.
Be well,
Tagamet
Let’s Just Get The Volts’ Wheels On The Road!!**********NPNS
+1
Dec 16th, 2009 (9:17 pm)Hey,
I just went back and watched the dance video. Not sure what all the yak-yak is about? Looks like an auto show with babes strutting their stuff to bring attention to the Volt.
A whole lot of nothing, if you ask me.
PS: I think the ladies are HOT!
Dec 16th, 2009 (9:20 pm)I have to admit that I feel the same way!
Be well,
Tagamet
Let’s Just Get The Volts’ Wheels On The Road!!**********NPNS
Dec 16th, 2009 (9:39 pm)http://query.nytimes.com/gst/fullpage.html?res=9900E6D91330F93AA3575BC0A96F9C8B63
On Language: FAIL
nyt sunday magazine Aug 9, 2009
Dec 16th, 2009 (9:48 pm)Thanks for the link. I liked the “eminently mockable in it’s stupidity” line!
Be well,
Tagamet
Let’s Just Get The Volts’ Wheels On The Road!!**********NPNS
Dec 16th, 2009 (9:54 pm)Ho-hum on the song. Felt similarly with the first. But so what – the important thing for me is that whatever is done is executed with professional skill, which the ‘dance’ from the previous thread entirely lacked.
Dec 16th, 2009 (10:06 pm)So, hmmm, where do I start? Lets just ask what the hell a cardboard car with newspaper window trim has to do with the Volt. The song is cute. The cartoon is just creepy!!! The song is stuck in my head already, so mission accomplished, I guess? The cartoon was just a waste of my money.
ps, does the Volt go under water and have 10 doors? Can it haul 20 large animals? just curious.
Dec 16th, 2009 (10:21 pm)Those are all Gen II options (g).
Be well,
Tagamet
Let’s Just Get The Volts’ Wheels On The Road!!**********NPNS
+1
Dec 16th, 2009 (10:28 pm)Hey, thanks for the plug.
I don’t understand why GM felt the need to promote cars to “pre-schoolers in the first place. I’ve got a 4th-grader who can’t afford a $40,000.00 car just yet. I don’t see the pre-school kids being interested in much more than a chocolate pudding cup.
Meanwhile, the Marketing Department had better wake up to who is most likely to BUY a VOLT when it comes out in less than a year. I personally believe it will be highly educated men and women over 40 years old.
So, the “School House Rock” VOLT song and dance is cute for promoting “green cars” to the kiddies, but that is NOT going to help our dealership sell a single unit unless that kid has a mighty big pull with the parent’s buying decisions… NOT!
The Cadillac commercial with Actress Kate Walsh asking “Does your car return the favor?” is one of the best attention-getters for GM in YEARS!!! (She is very hot!)
Chevy needs something similar, but focusing more on fuel efficiency and the benefits of running on electricity.
I hereby submit my tag line / slogan for consideration:
“It’s FAST relief for gas pains!”
(And Mr. Lutz, if you like that one I would love to talk about joining your marketing team… even if it’s just doing the demonstration ride & drive’s at every dealership in the country.)
Dec 16th, 2009 (10:37 pm)Yes, and the Chevy Cruze will be manufactured in China as well as in Ohio. It might behoove us to pay closer attention to the Cruze. It really is very close to the Volt in many ways.
Dec 16th, 2009 (10:38 pm)And yes +1 to CorvetteGuy for MCR.
Dec 16th, 2009 (10:40 pm)Gee, I like the line about gas pains, too!
Dec 16th, 2009 (10:44 pm)??? You are way more optimistic than I am, but I like optimism.
Dec 16th, 2009 (10:46 pm)I like it! Best of luck on the new position with GM.
Be well,
Tagamet
Let’s Just Get The Volts’ Wheels On The Road!!**********NPNS
+1
Dec 16th, 2009 (11:26 pm)After listening to the clip, I actually think George K may have a good idea here, along with Dave K’s idea to have several songs with electric themes that play at auto shows. I think if the Electric Slide were played (without dancing) people would come over to see what is causing that repetitive line, “it’s electric.” It’s is almost correct for the 30-50, able to buy a $40,000 car, demographic, at least anywhere country western reigns.
Dec 16th, 2009 (11:34 pm)Following up one bad jingle after another is just plain stupid.
The Volt is a trailblaser to the future, not some hippie placating jingle or a study aid for grade school children.
Come on GM, get your act together and take a hint from the Lincoln MKS “Lift Off” commercial…
Dec 16th, 2009 (11:46 pm)Great idea!
(While the song, “Drive”, by ‘The Cars’ plays in BG)
Fade In:
In slow motion we see an interior shot of a frustrated Nissan LEAF driver. He/She pounds on the steering wheel.
Cut To:
Close-up of dash indicator- “Charge Depleted”.
Cut To:
Exterior shot as driver exits car with a power cord in hand. He/She attaches it to the car and looks around for a plug to connect to.
(As the song gets to the line, “Who’s gonna drive you home tonight ?”
Cut To:
A rear shot of the VOLT and logo.
Cut To:
Interior shot of a happy VOLT driver kinda shaking his head in disbelief at our poor LEAF owner.
Pan Across:
Dashboard shot.
Cut To:
Exterior front 3-quarter shot of VOLT.
Announcer:
“Before you choose your first electric car, take a closer look at the all-new Chevy VOLT…. An Extended Range Electric Vehicle with it’s own on-board generator. Because “Plug Hopping” isn’t any fun at all…. Available now at your Southern California Chevy Dealer.”
Dec 16th, 2009 (11:49 pm)HEY! Watch the hippie cracks! (lol).
Be well,
Tagamet
Let’s Just Get The Volts’ Wheels On The Road!!**********NPNS
Dec 16th, 2009 (11:54 pm)If GM is monitoring this site they can save a lot on ad campaigns. And if Gen II or III has v2g, they could show the poor LEAF getting a “jump” from a Volt.
Be well,
Tagamet
Let’s Just Get The Volts’ Wheels On The Road!!**********NPNS
Dec 17th, 2009 (12:02 am)Much like the recent revelations about the Volt engine, this seems to be an example of GM trying to take the cheap way out and assuming that the people won’t notice they’ve been slipped an inferior, but less expensive, alternative.
Dec 17th, 2009 (12:31 am)Meanwhile GM sold 1% of its ownership of GM China, as well half of its Indian operations to its Chinese partner SAIC. (You know the one that the Chinese government insisted GM have that exists for no other purpose than to take half the profit, and steal GM’s technology.) So GM is now the minority partner, and no longer has equal voting power.
http://www.forbes.com/feeds/reuters/2009/12/04/2009-12-04T113250Z_01_SP484691_RTRIDST_0_GM-WRAPUP-2-PIX.html
Dec 17th, 2009 (12:40 am)Those who noticed early how things weren’t adding up got scorned for trying to keep the hype from getting out of hand by asking questions.
I find it ironic how the “song & dance” to divert from that reality is quite literally a song & dance.
Dec 17th, 2009 (12:47 am)I couldn’t watch this one all the way through either. They must be too long for my attention span.
As for marketing to (with) 4-year-olds. The little girl on GM commercial that says ‘THATS a big-girl car!’ resonates with the puppy-children-so-cute-it-makes-you-hurl crowd. Kids, animals, dancing, and singing always work to get your attention.
FAIL (instead of failure) has been used in general language for at least 6 years. I believe the 15 quoted above.
Here’s an interesting book on language and the disturbing turn into chaos:
http://www.amazon.com/Eats-Shoots-Leaves-Commas-Difference/dp/0399244913/ref=sr_1_1?ie=UTF8&s=books&qid=1261026258&sr=8-1
Chase bank commercial: “Chase just texted my balance”. When the heck did ‘texted’ become a word?
In another arena, a 26-year-old-MBA-senior-manager at work doesn’t know what ‘imho’ means or any other IM ‘words’. There seems to be a general disconnect between pop culture and suits in corporate these days. They all need to learn at least one multi-player online game and play with 8 to 12 year olds for a couple hours a week. You learn pretty quick to stfu after you get flamed and dumped from the group a couple times. It’s very humbling sucking up to a 12-year-old level-80 leader when you’ve been a manager/director for 30 years.
My 10-year-old granddaughter called me ‘random’ the other day. ‘Poppy, you’re so random.’ Is that good or bad? lol.
Dec 17th, 2009 (12:57 am)Did you see the webchat with Susan Docherty over at the fastlane blog the other day? She gave out the emails address for their Executive Director of Marketing, you really should email some of your ideas to them.
Dec 17th, 2009 (1:36 am)Sage advice, Tag.
If I may..
In my experience, coming back with calm reality backed with hard facts usually takes the wind out of their sails. Responding emotionally just escalates the situation. Without the emotion to feed on, they eventually give up and go somewhere else.
Ignoring the situation is also an escalation. Pushing the negative button just eggs them on as well. Exclusion does not work when you have no stick to enforce the shun.
It is best to keep coming back with a gentle (but firm) push back to reality than a bonk on the head. I also find that using ‘quote’ but not using ‘you’ or direct address keeps the conversation in the inclusive context of the forum.
Dec 17th, 2009 (2:01 am)This has long been used in common speech among people my age or younger (I am in my early twenties).
I’m not defending its ridiculousness, but other generations would do well to remember their own crazy speech.
Dec 17th, 2009 (2:07 am)“Random” means you don’t act predictably (although it has a richer meaning that is hard to explain exactly). Not necessarily negative or positive.
It is difficult sometimes to remember this isn’t proper English since I use it all the time. I feel like a whippersnapper sometimes on this blog.
Dec 17th, 2009 (6:19 am)Possibly you’d like to check out current usage at
http://www.urbandictionary.com/define.php?term=random
Dec 17th, 2009 (6:42 am)That the dance sucked. Although I didn’t like it either.
Dec 17th, 2009 (6:49 am)I didn’t mean it that way, Tag. I meant it as this:
We rose from the ashes. We don’t need you anymore.
We are getting off of your stinking oil. And all of you hateful people who want to kill us can now go f**k yourselves.
I didn’t mean it as a celebration. That horrible day was a very emotional time for me. It is forever burned into my brain.
Dec 17th, 2009 (6:58 am)Dang, that’s a good one, CorvetteGuy. As Tag said earlier, good luck at your new job at GM.
Dec 17th, 2009 (8:31 am)cute video; nice, clean, simple song and lyrics. Thats what it will take to inform the masses.
Dec 17th, 2009 (9:06 am)I almost spit my beer out when I first listened to this. This is horrible. Both videos just plain suck. The song would probably be OK without the lyrics. Both attempts are childish. Is there an adult working at GM? The original video of 2008 has been the best thus far.
+1
Dec 17th, 2009 (9:13 am)Saying that their marketing department can do better is far different than saying the Volt Dance was a failure. The dance was just something performed at an auto show, and not something intended for video distribution, so any judgement of its affect as a video is irrelevent.
Anyhoo, Volt fans are still going to buy the Volt, and Volt detractors are still going to spit vitriol – nothing new under the sun.
Dec 17th, 2009 (9:39 am)Enough with the cutsie songs. Something a little harder, like AC/DC High Voltage would give a much better image and appeal to both young and old segments of the population.
http://www.youtube.com/watch?v=lDbbTHdGKwI
+1
Dec 17th, 2009 (9:45 am)I like this song (and video) much better than the Volt Song and Dance stuff. If licensed, it would need to be modified to show the Volt in the video and add the Volt name to the “electric car” term. Great video, music and words. I like it. Bob Lutz was on the right track – as usual.
Even now it is not too late for GM to correct the marketing for the Volt. Even to using something like this.
Dec 17th, 2009 (10:09 am)[...] die das eine oder andere kommunikative Ei gelegt haben. Bei Chevy bzw. GM hat sich gemäß gm-volt.com die Marketing-Chefin Susan Docherty gegenüber der Email eines Blogger so geäußert: [...]
Dec 17th, 2009 (11:33 am)Newly appointed VP Susan Docherty is the voice of GM. Secondly, as this site is dedicated to the advancement of VOLT; we all take heart of her strong endorsement of the VOLT concept… ‘Gamechanger’ is strong language. And eventually it will be. Her challenge is on one hand she ensures customer acceptance and the other is conveying her vision to GM leadership. Its crucial that Whitacre understands, and I question if he does, that the CEO is the company’s chief sales-person. In other words, both CEO and Chief marketing Officer which Susan Docherty now has ascended to must share the same visions.
Dec 17th, 2009 (12:54 pm)Agreed that GM is way behind the curve with marketing. Its all about social media, word of mouth marketing these days or viral (for a positve reason) tactics.
Check out this Honda Insight video for an example of innovative marketing going viral for positive reasons. Read the comments, everyone is blow away. Great technology when you watch the how it was done after:
http://www.vimeo.com/4281939
+1
Dec 17th, 2009 (2:40 pm)And it’s your job to judge what people drive, because you know what they need? Stay out of my garage.
Dec 17th, 2009 (2:42 pm)When I went ot the LA Auto Show on Saturday, there were far less people around the Volt display than I expected. I guess word had caught on about the embarassing song and dance and everyone was trying to avoid the next hourly performance.
Dec 17th, 2009 (7:01 pm)Yes Eliezer people would avoid the volt just because they don’t like the song thats a sensible thing to say, you must be a real clever person, i wish i had just 2% of your brain capacity
Dec 17th, 2009 (8:22 pm)Sorry, but I liked the dance much better than the video. Does that mean I shouldn’t buy a Volt?
Dec 17th, 2009 (10:32 pm)I think they should license “Revolution” by The Beatles.
http://www.youtube.com/watch?v=IaMeCT_GoO0
NPNS!
Dec 17th, 2009 (11:29 pm)CUTE!!!
I’ve never been to an auto show, glad to hear that they do that dance thing all the time, I was getting worried for a moment there…
Dec 18th, 2009 (2:18 am)Dito Tom. This car will revolutionize what the world will drive. A multi billion dollar company like GM can do much better. Its a train wreck.
Thanks.
Dec 18th, 2009 (3:50 am)I don’t know if this video will really shout out and get everybody’s attention because it has a very childish nature to it though if they made a commercial more focused on climate change then GM may get it right if they make a commercial like that in the future and I like what they mention at the end of the article that they said that the CIA is now using the Volt dance commercial on terrorist just imagine them seeing the video and saying get this no good video out because we love oil and we laugh at our selves because they care about nothing but about oil though sorry saying it that way I’m sorry about that I couldn’t help laugh at that last part unless it’s for real though it sounded hilarious to me.
Dec 18th, 2009 (3:57 am)Sorry if you don’t like the CIA thing I mention sorry I put it in a racial way though I never like racial things at all I just couldn’t help get a good laugh and I will not wright like that again sorry period!
Dec 18th, 2009 (12:23 pm)The video/song is perfect for the demographic they’re targeting! It’s catchy, green and appeals to the 30 something hipsters salivating over Electric Cars.
Good choice if they go with it!
Dec 19th, 2009 (5:27 am)I like this way better than the dance dance dance crud.
Sigh.. missed marketing opportunity.
Dec 19th, 2009 (9:01 am)“CIA now using Volt dance video to crack terrorists,”
LOL
Dec 26th, 2009 (6:46 pm)The little animations are cute, but dead wrong for marketing a new product of revolutionary potential.
The little box (golf cart) look and a pablum child-like song is the last thing on Earth to assure future buyers that this new technology and design approach will be reliable.
The agency and the department that hired them should be replaced immediately. It is too off the mark for words.