Note: For more from Alexandra, visit the "Ask Alexandra" tab on the Chevrolet Volt Facebook page.
My Volt was on display at an eco-event in downtown Los Angeles today and many people were very interested in the car. They were impressed with the design and curious about the performance, but I was disappointed that only two of them understood how the car works. Most thought it was a 100% electric car with just 40 miles of range. Some thought it was a hybrid, like a Prius. Others, even after I explained it had a gas motor that kicked in said, “So it’s a good car for around town” (was that my inarticulateness, or is it difficult to grasp that a plug-in car can go farther than to the corner store?).
This seems to be common. Just in the last week, several people at my gym came up to me after seeing the car in the parking lot, and even though they claim to know about the Volt, they clearly don’t have a clue about what kind of vehicle it is either.
Obviously there is something missing in the Chevrolet marketing campaign. Since I am part of this machine, I blame myself too. My husband Ian pointed out a couple days ago that most people probably don’t understand what the “extended range electric vehicle” signage I have emblazoned in the side of my Volt means, and I realized he was right. The nomenclature is so new people probably think “Oh it is an electric car that goes 10 miles farther than a golf cart.” My friend Linda and I tried to come up with a catchphrase which would better explain the vehicle, but we couldn’t think of anything shorter than “It can go 40-50 miles on electric, and then the gas engine will take you another 300 miles.” Unfortunately, that sign won’t fit on the side of my Volt.
Although I think the television ads have been beautiful and certainly show viewers how stylish the Volt is, the early ones are confusing and vague. Instead of trying to sell a feeling, like most car commercials do, it would be wiser to sell the Volt like we sell bathroom cleaners, at least until consumers understand the basics of this new technology. Extolling the practical virtues of the product in plain language would impart important, relevant information in each commercial. Actors could talk directly to the camera, or a lively game show question-and-answer format in the ad might work well.
Luckily, the latest Volt commercial is addressing this issue of consumer confusion. I hope to see many more like this, which makes it clearer that the Volt is an electric car up to a certain distance, which can also use gasoline to go even farther. Repetition in subsequent commercials will ensure that Americans get the concept of an EREV.
If anyone has an idea for clearer signage for my car, please let me know. I want to improve my outreach too.
Alexandra Paul is a longtime electric vehicle advocate, actress and former EV1 driver. She is working with Chevrolet to educate consumers about EVs and the Volt. Full disclosure, Chevrolet is paying her for her time, but her opinions will always be hers.
written by cactuspilot, March 30, 2011
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written by Elissa, March 23, 2011
Gas or Electric, the choice is yours.
Battery dead... its okay!
Driving without a charge? No problem for the Volt!
No plug... NO problem!
Cost of electricity $1.50, Cost of gas $3.60... to drive without gas useage... priceless. To have the option... limitless. The possibilites... endless. (like the mastercard commercials, ha ha)
Generator On Board (like Baby on Board signs, lol)
Never run out of electric power again, generator on board.
Generator included (batteries included)
Charging Not Needed
Be all you can be... with electric and gas. And never be left behind.
Propel on with electric or gas!
Want to be Green? Go Volt! or Going Green? Go Volt!
and my favorite...
"I'm a regular car when I want to be" ~ the Volt
Now, some of those will fit on our Volts. :)
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written by Shawn, March 23, 2011
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written by SharkVolt, March 22, 2011
Drive as far as you want every day, the first 35 miles can be gas-free.
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written by carchuck, March 22, 2011
URPV = Unlimited Range Plug-in Vechical or UPV - UPV = Unlimited-Range Plug-in Vehical
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written by Dave C, March 21, 2011
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written by Evan, March 21, 2011
Another novel idea for old batteries is stationary power storage. When you refer to the "life" of a battery, it doesn't just completely stop working. The life of a battery refers to how long it is efficient in driving the car. These old batteries are still great for creating backup power for anything from houses to industrial buildings, or the power grid in general.
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written by Alexandra Paul, March 21, 2011
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written by Alexandra Paul, March 21, 2011
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written by Linda Nicholes, March 21, 2011
"Electric When You Want it; Gas When you Need it"
Now why didn't I think of that??
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written by Stanton Smart, March 20, 2011
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written by mmalc, March 19, 2011
Ugh, that should have been:
Perhaps something more direct, like "40 battery then unlimited gas"?
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written by Scott Herman, March 19, 2011
"The electrical car you can drive all day, even in a blackout!"
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written by Emma, March 19, 2011
"We plan for our tomorrow. Become part of the solution: Sustainability".
"Build a better tomorrow with the Chevy Volt" Or "help us move into a better tomorrow by driving an electric car: Chevy Volt"
"Serious Machine: Revolutionizing Tomorrow: Chevy Volt" The new standard of electric car...
oh, I could do this all day...
----
I do have a question about the battery. The battery life is 8 years in an ideal world.
It is also rather expensive to replace. However, that is not my concern. I have read that disposing of these batteries is very bad for the environment. These two reasons alone are why many people do not jump on the electric bandwagon. Please explain how this works to helps us understand the benefits of still buying an electric car...
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written by mmalc, March 19, 2011
Perhaps something more direct, like "40 electric then unlimited gas"?
This doesn't capture the fact that you're actually still using the electric motor after the first 40, but on the other hand it avoids having to explain that actually, after 40, at higher speeds you will actually use the ICE directly...
It may also help people to understand the niche the Volt fits into. If you typically drive fewer than, say. 50 miles a day, the Volt should use less gas than anything currently available but a pure EV. If you're using the gas engine "all the time", you don't really benefit much, if at all, over other hybrids.
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written by William W, March 19, 2011
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written by Tim Duffin, March 19, 2011
"Unlimited Range Electric Vehicle"
1. It is always electric.
2. It can run forever, just like any ICE car
No one limits themself to the range on 1 tank of gas when thinking about how far their car will go, why should it be any different for the Volt? It's only confusing the matter when you tell people there is a limit of any kind. The point of the car, is that there is NO limit.
Percentage on Electric: 92 % over 3200 miles
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written by Varoujan Gorjian, March 18, 2011
The Electric Volt: The same range as your current car!
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written by Malcolm Scott, March 18, 2011
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written by Gordon Lai, March 18, 2011
As the Internet Sales Manager for a SoCal Chevy Dealer, I've never had a problem explaining the Volt to a customer.
"Simply put, the VOLT is an 'Electric Car with Extended Range' thanks to its on-board generator that automatically comes online when the battery charge gets low. A conventional Hybrid, like those from Honda, Toyota and Ford, use the gasoline engine almost all of the time. Then supplements the engine with electric motors from a standing start or at low parking lot speeds.
The VOLT is far more efficient. It uses clean, American-Made electricity ALL of the time. When the battery is low, the 1.4-L gasoline-powered generator makes more electricity to keep you going to your destination; giving you a total range of about 400 miles with a full charge and a full tank of gas. If you are unable to stop for a full charge, you can just add more gasoline like a conventional car.
On 'pure electric mode' your 'Miles-Per-Gallon' is infinite since you are not using any gas. When the generator is on, you can expect 37 to 40 miles per gallon and with a 9.3 gallon tank that gives you the safety and comfort of an additional 340 "worry-free" miles range.
You NEVER have to worry about 'running out of electricity with the Chevy VOLT."
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written by Alexandra Paul, March 18, 2011
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written by Alexandra Paul, March 18, 2011
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written by Alexandra Paul, March 18, 2011
I was talking to a man a couple days ago and I explained about the 43 miles on electric and then a gas motor which can take me another 330 or so miles and after a few minutes of talking he said, "But you cannot drive it to Vegas". Yikes. It seems like people tune out when you explain as they are so set that any car with batteries must have a limited range.
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written by Tom Stone, March 18, 2011
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written by Long Tall, March 18, 2011
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written by Steve K., March 18, 2011
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written by Hermosariley, March 18, 2011
I work in an area of mostly aircraft engineers and even yesterday another told me he does not want an electric car like the Volt because it can only go 40 or 50 miles until you have to recharge it to go further. Then you explain about to gas generator and full extended range, they still think (325 miles) that's as far as they can go until you have to plug it in again.
Everyone is missing the main point, that most of us drive less than 50 miles a day, and if you charge it nightly for $1.50 you may hardley ever have to buy gas, but if you haveto drive to the east coast you can.
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written by Evan, March 18, 2011
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written by Alexandra Paul, March 17, 2011
I love these catch phrases, especially #2 "Electric when you want it, gas when you need it." Thank you!
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written by Evil Attorney, March 17, 2011
An electric car with a backup gas engine for insurance.
Electric when you want it, gas when you need it.
Drives on electricity or gas.
Get around town on electric, drive cross country on gas.
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PS. In lieu of compensation for this commercial idea...I would love to ditch my Prius to be a spokesperson for Chevrolet if they need me to demo the vehicle in the Phoenix area. They can even use my house in the commercial..showing off my solar panels charging my VOLT in the Garage :)