Advertising the Volt

[rybskip]

Dear GM,

For the past two months, I have been looking for print and TV ads for the Volt and have found virtually none! At the same time, I can hardly open a magazine or watch a night's worth of television without seeing one or more ads for several different GM models, such as the Cruze, or for Nissan's Leaf. I would think GM would want to trump this vehicle to the skies. What gives?

Cordially,

rybskip
A puzzled GM vehicle owner since 1989
Whitewater, Wisconsin.

[Xzlon]

The Dec issue of Motor Trend has an 8 page ad for the Volt. There were several TV ads played during the World Series. The TV ads are available on the internet somewhere. I just don't remember where. Maybe Face Book or You Tube.

[ssj4vegita2002]

Also, spending a lot on advertising doesn't make much sense when you are only building about 10k cars the first year.

[ChrisC]

And not a single one is viewable in any dealerships nationwide.

Patience, grasshopper. We all want everyone else to find out how great this car is, but it's just not prudent to spend a ton on advertising right now. Especially as it might further raise the ire of those of us whose cars are being held back to Nov 30th

Now, gimme gimme gimme!

[MVRacing]

Why waste advertising budget when every thing they can produce the first 2 years are sold :-)

[George Parrott]

Why spend literally millions on media advertising when even those who made cash deposits on this vehicle have not received theirs and will not receive theirs until at least JANUARY?

I am really disgusted with the lack of transparency on the part of GM for keeping early "buyers" informed on the progress of their vehicle order. My logging into GM's vehicle tracking has not shown any change or progress since I placed my dealer order on 5 August and it was accepted by GM later that day. Deliveries were "advertised to begin in the last quarter of 2010" for over a year, but how many actual consumers will receive their cars in time to be able to claim the tax credit for 2010? NOT MANY !

Implicit promises made in advertising and promotional "press releases" over the last 12+ months are simply not being fulfilled. More "old GM" and not even a glimmer of updates or, heaven forbid, personal contact and feedback for those of us with such long standing deposits with our local dealers.

[Marty]

This seems to have changed substantially over the past two weeks. Before the World Series ad campaign I would have agreed. I'm seeing much more in the way of television advertising as well as print. There are huge Volt banners on the back page of the Sunday LA Times Calendar section today. It seems like GM has really ramped up the Volt advertising budget. I'm wondering why as well, perhaps someone from GM can comment. Theories:

* Indeed the 2011s aren't all sold out and they're trying to sell cars now. (This seems unlikely.)

* Riding the wave of the many recent awards and publicity regarding launch in order to promote GM/Chevy brand awareness.

* The GM stock IPO is over. Much of GM's future rides on the Volt's success. The advertising is aimed more toward the investing public than to those who would buy the cars now.

* Public awareness that it's real, it's coming real soon. Advertising to aid in lobbying for infrastructure such as public charging stations, HOV permits, etc.

* Drive people to Chevy dealerships where they may buy a different car depending on long wait time, not in launch market, etc.

* A reactive effort to Nissan Leaf advertising (which seems to have waned, I saw a lot more Leaf ads a few weeks ago than now).

For whatever reason, I kind of like seeing the ads, but it doesn't seem to make economic sense in terms of driving immediate Volt sales. GM may be taking a long term view, which would be refreshing.

The current Volt advertising level is far different from the situation in 2004 with the Prius, which was really almost a stealth product based on Toyota's advertising at the time. Lots of Toyota ads, zero Prius ads.

[Marty]

Why spend literally millions on media advertising when even those who made cash deposits on this vehicle have not received theirs and will not receive theirs until at least JANUARY?

I am really disgusted with the lack of transparency on the part of GM for keeping early "buyers" informed on the progress of their vehicle order. My logging into GM's vehicle tracking has not shown any change or progress since I placed my dealer order on 5 August and it was accepted by GM later that day. Deliveries were "advertised to begin in the last quarter of 2010" for over a year, but how many actual consumers will receive their cars in time to be able to claim the tax credit for 2010? NOT MANY !

Implicit promises made in advertising and promotional "press releases" over the last 12+ months are simply not being fulfilled. More "old GM" and not even a glimmer of updates or, heaven forbid, personal contact and feedback for those of us with such long standing deposits with our local dealers.

You have got to be kidding. It's a 2011 model year vehicle. There are indeed cars being produced and GM will be holding an event at the factory on Tuesday announcing them.

There are online tracking sites available where you can see the vehicle's progress.

There is this forum which is followed by GM people, some at a very high level, with real information.

There are Volt Advisors available by phone and email to answer questions and help you.

Deliveries were advertised to begin in the last quarter of 2010, and they will.

If indeed you haven't seen any progress since August and your dealer indicated an earlier delivery date, then your complaints should be addressed to your dealer, and you can show your dealer the progress tracked by others here.

Your statement that you placed the order on 5 August and it was accepted by GM later that day shows a lack of understanding of the order process. Your dealer didn't explain it to you. Any dealer can generate hundreds of orders at state 1100 and GM will "accept" them if the orders represent something that can be built in terms of options, etc. Until the dealer both has allocation (GM has promised car manufacturing slots to that dealer) and chooses to use it for your order, that order will just sit there. If an August 5 order is still at 1100, you really need to get in the face of your dealer to find out the story, but don't take it out on GM. This is the most comprehensive communication effort I've ever seen direct from a car manufacturer.

[ChrisC]

George, I ignored your rant before but since Marty was courteous enough to reply, I'll join in. Click the link in my signature below for some insight into the order process. An "accepted" order by GM does NOT mean it's going to advance any time soon, sorry.