GM preparing a new marketing campaign for the Chevrolet Volt

Article by Christian Andrei, on January 28, 2012

It’s to be expected that after the federal government has cleared the Chevrolet Volt of any danger risk, General Motors Co. will embark on a marketing campaign to declare the car as safe and innovative. Its image took a beating as federal investigators looked into claims of fires after a Volt was crash-tested weeks ago. In a full-page newspaper advertisement, CEO Dan Akerson said that the company "couldn't be prouder" of the Volt.

The ad came out in 19 daily newspapers, including the New York Times and USA Today, right before his testimony at a U.S. hearing.

There will also be a television spot that will be seen first on News Corp.'s Fox News channel. Akerson stated that the Volt is the “most significant step” that GM has ever taken so that customers could get a chose beyond “oil and a technological moon shot.” He stated that GM is delighted that the world is learning from Detroit once again.

Meanwhile, Republicans on the House Oversight and Government Reform Committee are calling President Barack Obama's relationship with GM as "unnatural" – something that may explain the delay that the U.S. National Highway Traffic Safety Administration committed in disclosing a potential safety defect in the Volt.

Akerson told the panel that there has been “collateral damage" to the Volt's image. Spokesman Rob Peterson said that actor Tim Allen will be featured in this TV ad. Allen will talk about how important innovation is in the U.S. as the workers assemble Volts on the production line at GM's Detroit-Hamtramck factory.

This ad will be broadcast in other outlets later. Peterson said that the message that GM wants to get across is that the Volt represents “innovation,” which has made this country great.

Voltec propulsion system is at the heart of Chevrolet’s Volt, which has a system that joins together an efficient, range-extending engine and a pure electric drive. This gives the Volt up to 350 miles of range.

The Volt’s long-live battery is a 198.1-kg, 5.5-foot 16-kWh T-shaped lithium-ion battery pack made in Michigan. This battery supplies energy to a 149-hp (111-kW) electric drive unit in order to propel the car. The Volt exclusively uses the energy from this battery to deliver between 25 and 50 miles of electric driving that is tailpipe emissions-free and that does not need fuel.

What’s more, the Chevrolet Volt’s battery has been designed to offer safety, performance, value, quality, durability, and reliability. It is also covered by an 8-year/100,000-mile warranty. GM’s engineers have already completed over 4 million hours and a million miles of Volt battery pack validation testing since 2007, including the 288 prismatic cells and nine modules for each pack. The teams in charge of the development, validation and testing of the battery have met the many specifications and have validated every one of the battery’s 161 components, of which 95% had been engineered and designed by GM.

Mickey Bly, executive director for GM’s global electrical systems, says that consumers are committing to technology that would help them lessen their dependence on petroleum, and Chevrolet, for its part, guarantees the highest standards for safety, performance, quality, reliability, and value.

Volt smoothly transitions to its extended-range mode when its battery’s energy is depleted. It inverts power from its 1.4-liter 84-hp (63-kW) gasoline-fueled onboard engine to its electric drive unit to deliver up to 310 miles of additional range.

Chevrolet Volt proves that electric driving is spirited. Not only does it reach a speed of up to 100 mph, but its electric drive generates a low-speed torque of 368 Nm or 273 lb.-ft., taking it from zero to 60 miles per hour in below nine seconds.

Charging the Volt's battery is intuitive and simple. You can charge through a 120V conventional household outlet, or through a 240V charging station. The battery is fully rechargeable in four hours or so using a dedicated 240V outlet and around 10 to 12 hours using a 120V electrical outlet.

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