New Chevrolet ad aims to show Spark EV is fun to drive

Article by Anita Panait, on July 19, 2013

When carmakers market their electric vehicles, they would typically boast of their consumer-related benefits. These includes how their EV amounts to being environment-friendly and how much fuel costs a driver could get, as well as the gadgets and tools that comes with these emission-free vehicles. Chevrolet, however, wants to beg to differ.

The brand is commencing a new marketing campaign for its new Spark EV that would make people think that electric vehicles as fun to drive. Chevrolet has released a new 30-second online video that declares that the Spark’s 400 pounds-feet of torque are "more than a Ferrari 458 Italia." It then shows the Spark zooming through a glowing white test facility at the speed of light. The video then ends with following words: “A car powered by electricity; that moves like electricity."

Sam Basile, executive chief engineer for GM's global minicars and emerging-market vehicles, remarked that “fun-to-drive element” is an area for them to differentiate themselves.

Many may think that online video is just a big talk for Chevrolet, but the Spark EV really has the numbers to back its claim. It has ample torque that allows it to accelerate from zero to 60mph in 7.6 seconds, much faster than rival EVs like the Fiat 500e, Ford Focus Electric and Nissan Leaf, according to General Motors. This acceleration feat amounts to one word – fun. The Chevrolet Spark EV is currently on sale only in the environment friendly markets like California and Oregon.

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