When Chevrolet unveils the redesigned 2016 Chevy Volt at the Detroit Auto Show next January, it will raise the curtain on an entirely new marketing campaign for it extended range electric vehicle. Chevrolet global marketing chief Tim Mahoney told Automotive News recently that Chevrolet will invite current Volt owners to use their social networks to tell others how satisfied they are with their cars. O
Over 90% of Volt owners say they would buy another one, and many came from brands like Toyota and had never even owned a Chevrolet before. That’s a major bragging point for GM, though the 2016 VOlt’s marketing efforts will go beyond just a few “evangelists” spreading the good word.
Mahoney said marketing efforts for the next generation Volt will be regionally focused, in areas where populations are denser. Previously, the Volt had no customer base, but now sales records will help the company target locations where the Volt is already popular. Mahoney points out that “there are clearly pieces of geography where (the Volt) makes sense. So you’ll see a focus on fishing where the fish are.”
Volt sales were up 13% over July, 2013 last month and it is outselling the Nissan LEAF in some markets. Clearly Chevrolet hopes the redesigned car and revamped marketing strategy will propel the Volt to even greater sales success.