#volt

I’m sure the resident anti-GM-bias patrol won’t look kindly upon this double-dose of Volt skepticism, but at the point that GM’s Volt production is ramped up well above its sales rate, we should be paying attention to what GM is saying about the challenge of marketing the Volt. Automotive News [sub] reports that it’s still too early to compare Volt and Nissan Leaf deliveries in terms of a competition, arguing

Chevrolet and Nissan are still selling to early adopters and green enthusiasts and will be for most of the coming year. Their real challenge is to learn how to market the high-profile cars to mainstream U.S. consumers in mass-production volumes in 2012 and beyond.

To prepare for that, both automakers are using 2011 as a sort of practice year, taking notes, tinkering with tactics and honing their marketing messages.

And according to GM sources, there’s a lot of honing to do…

Is the Chevy Volt a flop? It’s a question that plenty of folks both inside the industry and beyond seem awfully curious about, and one that I’ve tried to stay away from until we had some strong data to go on. And with nine months of 2011 under our belt, we’re starting to get a sense of where the Volt is going… and it’s not been all reassuring news. Jalopnik notes that such unloved GM models as the Buick Lucerne and Chevy Avalanche outsold the Volt last month, but failed to look at the important stuff: production as compared to deliveries, and inventory. Jalopnik does quote a Cars.com inventory figure of 2,600 Volts on dealer lots, although the latest data we have from Automotive News [sub] shows 1,400 units in the national inventory as of September 1… which at that point constituted a 121-day supply. Add in the 1,644-unit differential between Volts built and Volts sold in September, and the estimated Volt inventory across the nation should be closer to 3,000 units. We will be sure to update when AN gets new inventory numbers, but for now, the signs aren’t promising.

Ed, Sajeev, and yours truly have all weighed in on the Chevrolet Volt. We all agreed that it drives surprisingly well, but that aspects of the interior need work. I hadn’t been planning to review the Volt again, but was asked if I’d like to have one for a week following the Cruze ECO. And so an intramural competition was born. If the $19,995 Cruze ECO is such a solid, comfortable, and efficient commuter, why spend twice as much for the $39,995 Volt?

The Detroit News‘s David Shepardson has a way of being on hand with a microphone whenever GM CEO Dan Akerson lets loose with a memorable line, and today he has Akerson telling a Bloomberg News Forum that the green star of the American auto turnaround, the Chevy Volt, could be built in China within a few years. Said Akerson

We’re going to export into China for probably a year or two and see if it gets a take … if customers set the right usage patterns. If it does, we may manufacture it there.

Volt owners gather before their parade down Woodward

Photos courtesy of Cars In Depth

As part of the festivities surrounding the Woodward Dream Cruise, GM organized a parade down Woodward and back up again made up of 50 Chevy Volts driven to the event by their owners, at their own expense, from around the country. As far as car company promotional events go it was fairly low key (I was asked not to publicize the pre-parade reception for the owners) but it was clearly a high priority item for GM. The Volt marketing team was out in force and they brought in NASCAR champions Jeff Gordon and Jimmie Johnson, who are racing at Michigan International Speedway this weekend, to wave green flags at the start of the Volt parade. Gordon and Johnson both own Chevy dealerships and they both personally own Chevy Volts. They race for Rick Hendricks, who owns quite a few Chevy (and other GM) stores himself. There were news teams from at least two of the Detroit tv stations and a satellite truck that I believe was used for a national network or cable interview of the NASCAR drivers. GM also brought out a number of pace cars from their private stash of Camaros, Corvettes and even one Chevy SSR that paced races at Indianapolis and Daytona. There was also the ZR1 that set a lap record for production cars at the Nurburgring. Marketing being what it is, the parade also included 2 squadrons of Chevy’s most recent new product, the Camaro convertible and the subcompact Sonic. There were 100 cars in total, one for each year in Chevy’s current centennial.

There were t-shirts and baseball caps for the guests, and the Volt owners each got a nice die cast model of their car, but the Volt owners weren’t there for the swag or for autographs, though they eagerly accepted both. The Volt owners were there because they really, really, really like their cars.

Truth seeking is difficult considering the controversy, misinformation and flat-out lies surrounding the Chevrolet Volt. But this is a product with set attributes, some are better or worse than our collective expectations. The performance reminds me of live music: everyone has an opinion as to how much it rocked. And the Chevrolet Volt is Jimi Hendrix on wheels: an American likely to influence popular culture for decades after leaving the limelight. But more importantly, like the influences of jazz and blues in Jimi’s work, the Volt combines Detroit’s future with memorable elements of the past. It’s true.

Fortune [ via CNN]’s Alex Taylor III is clearly as disappointed as I was with Joe Nocera’s toothless, vaguely pro-Volt piece in last Sunday’s NY Times, and he’s riled up enough about it to lay down a savage call-out the Volt hype machine. In fact, it’s a less scientific, less comprehensive (and, by virtue of the passage of time, less speculative) version of a piece my father wrote in 2008, comparing the then-undelivered Volt with the also unlaunched 3rd gen Prius and Plug-In Prius. Taylor’s foil for the Volt is the plug-in Prius, which now arrives in less than a year, and in the eyes of the longtime industry writer, the contrast is stark:

Volt enthusiasts like to recite the fact that the Volt can go 35 miles on battery-power and then shift seamlessly into gasoline-engine mode, saving on gas and reducing emissions of greenhouse gases. It is an impressive technological improvement but one that is already obsolete.

Here’s why:

Leaf or Volt? Ask the average person on the street that question, and you might get a response acknowledging that you’re talking about plug-in electric vehicles. Ask for more detail, and you may well be disappointed. Despite the many differences between the two vehicles, some simple and obvious, others subtle and complex, it’s unlikely that the average consumer is going to be able to tell you much about them. Why? Because chances are, your randomly-selected consumer doesn’t even know who makes which car. Automotive News [sub] reports that a Compete, Inc study shows

a little more than 17 percent of consumers polled knew that Nissan sells the Leaf. Another 13 percent incorrectly believed the car is offered by other brands, including Chevrolet and Toyota.

The Volt fared better. The study found that 45 percent of shoppers identified it as a Chevrolet.

Yowza. Considering that Nissan is betting bigger on EVs than any other manufacturer in the business, selling the only pure EV on the market and ramping up to 500k annual units of global battery production capacity, it needs to get on top of this branding awareness issue yesterday. Because as things stand, Nissan is making a gigantic global gamble only to find Chevrolet and Toyota stealing nearly as much credit for the Leaf as consumers give Nissan itself (13% versus 17%… what’s wrong with that picture?). Ads like this one are a good start, but Nissan needs to do more to ignore the Volt and make itself synonymous with pure-electric cars the way Toyota made itself synonymous with hybrids.

GM has announced details for the 2012 Model Year Chevrolet Volt, and for the second year of production The General is already addressing the Volt’s most controversial feature: its high price. The base MSRP for the Volt will drop from $41,000 to $39,995 for the 2012 year of production, an accomplishment that GM explains

is possible in part because of a wider range of options and configurations that come with the expansion of Volt production for sale nationally.

Wider range of options and configurations? According to the Detroit News, this means navigation and a Bose speakers are no longer standard features on the base-price Volt, but that seven options configurations are now available compared to the 2011’s three. And, on the other end of the pricing equation, the Volt’s fully-loaded price has increased to $46,265 from the $44,278 that Chevy’s configurator tops out at for a loaded 2011. Keyless access with passive locking is the only new standard feature for 2012. With more choices and a slightly lower price of entry, GM is clearly trying to move the Volt away from the “novelty” image that CEO Dan Akerson referenced earlier this week, as it ramps up Volt production for 60,000 units next year. But until the Volt’s price starts dropping without simply offering a less-contented version, the road to mass sales will continue to be a tough one.

Mark Modica, a former Saturn dealer GM bondholder, has leveraged his financial loss at the hands of the government bailout into a blogging position at the National Legal and Policy Center, a conservative nonprofit that “promotes ethics in public life through research, investigation, education and legal action.” At the NLPC, Modica focuses on what he believes to be corruption surrounding the auto bailout, and has written a series of anti-GM posts that make TTAC look like a Detroit hometown newspaper (TTAC “bias police,” take note). Most recently, Modica has caught the attention of the auto media, including Automobile Magazine and Jalopnik, with a series of posts accusing Chevy dealers of “scamming” taxpayers by claiming the Volt’s $7,500 tax credit and then selling Volts as used cars. TTAC welcomes anyone seeking to cast more light on the bailout, but unfortunately, Modica’s attacks are too focused on making GM look bad and not focused enough on providing relevant information to the American people. Let’s take a look and see why…

Cars charred in Barkhamsted fire: wtnh.com

The Hartford Courant reports that the fire reported on in the video above, which first started in a garage holding a new Chevrolet Volt and a converted electric-powered Suzuki Samurai, re-ignited this morning. According to the report

A fire apparently reignited inside the battery of a new Chevrolet Volt car early Monday, less than five days after the Volt, an electric hybrid, was involved in a blaze that destroyed a Barkhamsted garage where it had been plugged in for recharging.

“The rekindle this morning really adds to the mystery,” Barkhamsted Fire Marshal Bill Baldwin said today.

Representatives from General Motors, the vehicle’s manufacturer plan, are scheduled to arrive in Barkhamsted this evening to examine the car, Baldwin said.

The hybrid electric car was not plugged in this morning when the fire rekindled, Baldwin said.

Investigators still haven’t linked either the fire or the rekindle to either vehicle, but GM’s investigators should be able to help narrow down the cause of the fire.

UPDATE: TTAC Commenter mcs finds the blog of a Suzuki EV converter based in Barkhamsted, CT. One post describes a homemade charging system its owner describes as “certainly not a recommended safe practice.” Hit the jump for a screen capture of the post, or check out the blog here.

Bloomberg reports:

Designers and engineers are working on a version of the plug-in hybrid Opel Ampera, which was modeled after the Volt and scheduled for sale in Europe this year, with a Buick grille and front-end styling, said the people, who didn’t want to be named because the plans are private. The Buick version would begin sales in 2013 if it gets final approval, the people said.

In theory this is a brilliant plan. Since capacity constraints are limiting production right now, GM might as well get its profit while the early adopters are still in the market. On the “not so brilliant” side of the equation is the fact that the most basic Volt already costs upward of $40,000. At that price point, how will they possibly tempt buyers up into a rebadged Opel version of the same car? On the other hand, there’s no automaker in the world that manages to associate itself so consistently with flailing brand management as does GM. Case in point, the Saturn “Flextreme” concept of 2008 pictured above. Meanwhile, this comes as no news at all to our friends in China.

Thinking about getting an EV? Better move to a balmier state.

“It turns out batteries are like people. They love room temperature,” Bill Wallace, director of Global Battery Systems at GM said at an energy forum at the University of Chicago. He had come under fire, ammunition courtesy of Consumer Reports which said its tests showed the battery’s range of the Chevy Volt would last only 23 to 28 miles in cold weather.

It’s not out yet, and it won’t be before the end of the year, but Opel is already flogging the Euro-version of the Volt, the Ampera, as the perfect cop car. Main selling point: It’s a veritable multi mission vehicle. “Whether emission free on patrol, or silent during undercover surveillance, or fast and persistent when in hot pursuit – the Opel Ampera is the ideal police cruiser,” brags Opel, which appears to humor AutoBild.