Chevrolet Volt Postmortem: How Not to Market a Car With a Gasoline Engine

February 15th was a sad day, even for those who hate cars. On that day, General Motors’ Detroit-Hamtramck assembly plant produced the last Chevrolet Volt — a green car born at the dawn of a new era that didn’t take off exactly as envisioned.

In the truck-loving land of (relatively) cheap gasoline, electric vehicles are only just now eating up more than 1 percent of the market, thanks mainly to the Tesla Model 3 and what ownership of said vehicle says about your lifestyle and viewpoints. Plug-in hybrids are struggling, however, and the most famous of them all is now dead. A victim of falling sales, though your author would be curious to learn the model’s margin.

Despite offering the most practical combination of conventional gas-powered driving and electric ability, many claim the Volt’s failure was one of marketing, not engineering.

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Autonomous Cars Make People Uncomfortable - What Can Manufacturers Do About It?

There’s nothing that will convince me that the first wave of autonomous taxis will be anything other than mobile biohazards, providing a slightly less convenient solution to paying a man to let you ride in the back of his Toyota Camry for a few miles. However, I will give them a shot once they arrive — mainly out of curiosity, which puts me in the minority.

Gartner Inc., an American research and advisory firm that works specifically within the realm of advanced technologies, recently completed a survey where over half of its respondents said there was no way in hell they’d get into the back of a fully autonomous vehicle. Its findings echo an American-based MIT study from earlier this year, as well as a global survey from Deloitte. The consensus: most of the population doesn’t feel particularly good about self-driving cars.

Not to be a defender of unproven technology, but there’s also nothing stopping a human cab driver from driving you to the wrong destination before trying to murder you with an axe. It doesn’t happen often, but it is a possibility. Likewise, autonomous cabs pose some element of risk no matter how good a job manufacturers do with those early models. But you’re not likely to be the occupant of the one that does goes haywire. It’s a problem of perception more than anything else.

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Here's What the Average Buyer is Willing to Pay to Avoid Doing All the Driving

While many would argue that piloting your own vehicle is a key part of freedom and enjoyment of life, there are times when we really wish our vehicle could take us home from the bar. Cabs are expensive, Uber is potentially unavailable, and transit, well… it would have to be very good transit.

While vehicles with fully autonomous Level 5 driving modes remain out of reach, automakers are busy trying to wrestle that steering wheel from your hands. Already, most vehicles employ some level of mild self-driving abilities, whether it’s keeping your crossover between the lines, braking automatically to avoid that driver who’s allergic to signalling, or parallel parking itself. It’s nice to have some help sometimes.

However, just because people like protection on the road doesn’t mean they’re not also protective of their wallets. What is your average car buyer willing to pay for these conveniences?

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Howes: No Escape Yet From Recall Woes For General Motors

After running the gauntlet of congressional hearings, numerous recalls and personnel firings under the dark cloud of scandal created in the wake of the February 2014 recall crisis, General Motors believes it’s ready to turn the page, that everything is now in the rear view.

Not so fast.

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  • Chris P Bacon Tuscadero is pink, but eye-searingly is a bit of a stretch. It's actually a little on the darker side in person. Jeep dropped the color just before we could order our '22 4xe. So we got one in High Velocity yellow. Sahara, with a soft top. Was the first one that made it to the dealer when it was delivered, salesman told us everyone in the showroom went out to see it when the truck rolled in. The missus loves it. It's not a color you could put on anything, but it works on the Jeep.
  • Jpolicke It probably won't make a bit of difference. Tesla has a working design for a charging station and probably a comprehensive manual for construction and installation. Nothing that a competent general contractor couldn't handle. Why keep people on the payroll when there are plenty of takers that will be happy for the work? The task of locating and acquiring real estate was probably dumped on some of the corporate survivors.
  • Andrew In the UK cars have to go for a mandatory road worthiness test every year from 3 years old onwards. I was advised to change the tyres on my 6 year old car because they had perished because of age and it would fail next time as a consequence. I mentioned rotating tyres at my tyre shop and they looked at me like I was crazy.
  • Rna65689660 There are colors you lease, and colors you buy. Never buy any shade of silver, grey due to the fact it matches the road surface. White only looks good on some cars, but great on appliances.Currently on British Racing Green,MINIWife is on Red, Edge. Going to Hot Pepper Red, Bronco Sport in a few weeks.
  • MKizzy I was only into black cars and am on my third black sedan in a row after starting my car ownership life with an inherited blue vehicle. I am starting to change my mindset and will (probably) find another color for my next vehicle. I still love black, but in the 2020s, black vehicles are lost in a grayscale sea piloted by time and financially stressed owners prioritizing resale value and low maintenance over appearance.