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.

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