Chevrolet’s marketing strategy for Bolt: it’s special, but not strange

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2017 Chevrolet Bolt

For a while, analysts and reports searched to find the answer to a big question about electric vehicles: why don’t people buy them?

Among things like the current range of vehicles and the availability of chargers, one of the issues is how the cars are presented. Often, electric vehicles come with a bold and instantly recognizable style. Just consider how striking the appearance of the BMW i3 or i8 is on the road. In addition, electric vehicles are often seen as more complicated and, to some extent, owned by overly judgmental environmentalists.

Well, Chevrolet is looking to correct that problem with the incoming Bolt, by pitching the EV not as an eccentric enviro-mobile car, but as a normal, albeit special car.

“If you’re going to the masses, it can’t be this weird thing,” Bolt chief engineer Mike Lelli said. “There are a lot of people who love the car not because it’s zero emissions, but because of how it drives. “

So, in order to bring the Bolt into the mainstream, Chevrolet chose to make the Bolt different, but not weird. The interior is similar to that of other Chevrolet vehicles, although equipped with a huge touchscreen. And, although the Bolt uses a battery like its older sister the Volt, the Bolt’s battery is not a T-shaped block under the rear seats and interrupting the rear center seat – the Bolt’s power comes from it. a flat pack under the floor, giving it more interior space than its exterior implies is possible.

Overall I think it’s a better strategy to try and differentiate the Bolt by showing how it is a normal car, but better, rather than showing how crazy and different it is – afterwards everything, not everyone wants to be different.

News Source: Automotive News


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