This is not what I expected. Sure, I got the bankruptcy bit right. Big deal. Better analysts than me were making that call back when I was playing with Corgi toys (another car company destined for the scrap heap). But I never thought Uncle Sam would nationalize GM. Ace commentator PCH101 will tell you it’s all in good fun: a temporary government intervention that gives taxpayers a shot at recovering some of the tens of billions [we shouldn’t have] spent keeping the zombie automaker alive. Or at least postpones GM’s inevitable dissolution for a less financially fraught finale. But I reckon politics will rear its ugly head, create a distortion field around GM’s car making business and kill any hope of GM surviving in any way, shape or form. The acid test: the Chevy Volt.
Clearly, the Volt is a born loser. For one thing, it’s too late. If GM’s electric/gas plug-in hybrid had appeared ten years ago, before the Toyota Prius created and satiated the market for econo-hybrids, the Volt might have had a chance. Second, it’s born under a bad sign: bankruptcy. Third, it’s arriving (if it ever arrives) at the wrong time. With the economy in the doldrums, gas prices in Davy Jones’ locker and new car prices about to tank (thanks to GM’s aforementioned C11), a relatively cramped $30K high mileage sedan boasting untested technology that requires consumer behavior modification (i.e., plugging it in) is, well, doomed. Which reminds me: the Volt doesn’t work.
The undaunted cheerleaders over at Autoblog (AB) posted a behind-the-wheel test of GM’s “plug-in savior.” Click on the video and you learn that the EV boosters were treated to an “80 percent plus representation of what [the Volt buyer’s] electric vehicle driving experience will be in the Chevy Volt.” The test—such as it wasn’t— completely missed the point. It’s not the “experience” that counts. It’s the utility. Can the Chevrolet Volt drive a full 40 miles on battery power only? Uphill? Upwind? In an arctic chill? In the desert heat? How long does it take to recharge? And how does it drive on gas power AFTER the battery discharges? GM’s Volt man proudly proclaims The General’s about to build 75 Volt prototypes. Big friggin’ deal. Show us the practicality. Now.
Better yet, don’t. There is no business case for this car. In fact, the Volt is a near-perfect representation of the kind of half-baked, reality-divorced, over-optimistic product development that drove the artist formerly known as the world’s largest automaker into Uncle Sam’s loving embrace. It’s a Hail Mary from a company that doesn’t have a prayer of dislodging the Toyota Prius from its stranglehold on environmentally conscious, financially frugal car drivers. Never mind the Volt’s plug-in aspect. ToMoCo is already working on a plug-in Prius. If the Volt proves that power cords are pistonhead paradise, the Prius will have one. AND it will work.
Did I mention the Honda Insight? By the time the Chevy Volt gets around to getting around (for real), the Insight will have mopped-up the few thousand American consumers who want a Prius, but prefer someone else’s version. Lest we forget, GM has been producing knock-offs that singularly fail to knock the competition off their sales perch for the last thirty years or more. Be they economy, muscle or luxury cars. Truth be told, in the last two decades (at least), GM’s only consistently competitive, consistently profitable vehicles have been trucks and SUVs. Uh-oh . . .
Common sense says whatever’s left of GM after bankruptcy needs to make as much money as possible to pay us back. To stop sucking-up billions of our hard-earned tax dollars to provide work for union workers, management idiots and federal bureaucrats. The American automaker openly, brazenly admits that they’re not going to make money on the Volt for a long time. [See video above.] An indeterminate amount of time, in fact. Meanwhile, the Volt will require further billions to [maybe] make its technology work. And then tens of millions more to market the damn thing.
So kill it.
If the goal is to return to profitability, post-C11 “good” GM should focus on building the most profitable vehicles left in their arsenal. Then they should pick a couple of vehicles that have the most potential to be profitable and figure out how to make them profitable. There’s no way that niche products can pass this stress test. CTS Sports Wagon? Dead. Chevrolet Volt. Gone.
Of course, a return to profitability is no longer GM’s goal. Since when does the US government care about profitability? Have you looked at the federal deficit lately? When President Obama outlined his reasons for rescuing Detroit, it was all about green jobs and a healthy planet. Not profits or ROI. Which means the Volt will not die. But GM will.