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Aug 12
2009
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Will "What is 230?" Create A Surge For GM?Posted by: sburlison in Brand Strategy Tagged in: GM campaign
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I got a shock (or lack of) when the 230 campaign was finally revealed as an introduction of GM's new product Volt. The Chevrolet electric car claims to achieve a city fuel mileage of 230 miles per gallon. I won't dig through the fuel economy methodology leaving that examination for the environmental and automotive Bloggers. What I have found interesting was the timing of the campaign launch, the price point and who they may be targeting.
Fritz Henderson, CEO of General Motors, announced that they are going after a new generation of buyers — people between 16 and 30. Really? I'm struggling with how someone within this demographic can afford a $40,000 vehicle — in a good or bad economy. While I stand on my feet and applaud the innovative effort it seems that Fritz is missing the opportunity here purely on price point.
And the big unveil was done in traditional BIG television fashion with a media blitz made for evening news. For a "Millenial" generation target GM made attempts to reach their audience with an initial "What is 230?" hype on Facebook (only 1,700 fans), Twitter and their own Web site. But at a time when people want transparency from the auto industry I have to challenge GM on their decision to take one from the "Marketing Playbook" and go viral with their cryptic introduction campaign. Many commented they didn't understand the happy faced plug was representing a zero. At this point I'm curious to hear what more GM is doing to create awareness among their target audience and how they will get financing for these cars.
The timing of the launch was drowned out by the growing concerns of our healthcare debate, which President Obama's town hall meeting in New Hampshire took center stage — not the smiling electric plug. Timing is a component in viral strategies and at a time America's headlines are on healthcare you have to wonder if this launch could have waited a few more weeks. It will be interesting to see if the defibrillator paddles will have to be used to keep Volt's care sales alive.
