After receiving its $59,990 AUD price tag at the beginning of the month, as well as securing a deal with battery-swapping company Better Place, the Holden version of the Volt also gets Australia-specific ads. These market it as being the ‘long range electric Holden Volt’ in order to quench potential buyers’ range-related fears which have no place when talking about the range-extended Volt.
Strangely, the fact that its range is extended by a 1.4-liter petrol engine is not mentioned at during either of the two ads, an aspect which we say is a little misleading, at least for those who are not in the know. We say that Holden (and GM, implicitly) need a good campaign to promote the Volt in Australia, because of its very high sale price, which is $8,500 AUD than that of its main (and only) real rival, the all-electric Nissan Leaf.
The ads themselves are very heart-touching, talking about the benefits and properties of electricity. Also, considering the fact that the Volt is a major departure from other Holden products, the word ‘change’ is also emphasized, as people need to adjust to this new greener image of the manufacturer.
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