Chevy Volt Targeted at Tech-Savvy, not Tree-Hugging Customers

Chevrolet Volt 1 photo
Photo: Chevrolet
For a while, it looked like the Chevrolet Volt would allays struggle against the all-electric Nissan Leaf, but things started picking up when the Volt finally managed to top its rival in the sales charts last month. But a recent report from Ad Age has revealed there is another difference between the two other than the way they are powered, and that is the way they are marketed.

"Early on, we talked a lot about whether our initial target market would be the techies or the greens,"
said Cristi Landy, the Volt's product marketing director. "And we concluded that it would be the techies, which we confirmed with our first customer surveys."

"Our task now really is education, specifically when it comes to helping people understand the difference between a hybrid and a plug-in electric vehicle,"
Ms. Landy said.

Basically, these customers are easier to target than the tree-huggers, but does the Volt really have the image to back the marketing direction?
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About the author: Mihnea Radu
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Mihnea's favorite cars have already been built, the so-called modern classics from the '80s and '90s. He also loves local car culture from all over the world, so don't be surprised to see him getting excited about weird Japanese imports, low-rider VWs out of Germany, replicas from Russia or LS swaps down in Florida.
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