#PublicPerception
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.
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.
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?
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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