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2011 Chevrolet Volt – Click above for high-res image gallery

General Motors has been advertising its "extended-range electric vehicle" since 2007, but does anyone remember the first video commercial for the Chevrolet Volt? It first aired back in late 2007 and featured a dog licking a person's foot. The gist? You care about the environment and save water on showers by having Fido lick your feet; Chevy cares about the environment and so it's working on the Volt (watch the 30-second spot here).

In the very near future – i.e., during the World Series – GM will begin airing a series of new commercials using the Volt's just-revealed new tagline: "More Car Than Electric." We got a sneak preview of these commercials during a Volt media event last week (and promised we wouldn't reveal anything about the visuals or the voiceovers) but thought that the slogan might generate some discussion.

Is it convincing? Does it do what it needs to do? We'll soon get an idea of how the general public reacts, but what's your first take?


  • Bob Lutz, Vice Chairman
  • Bob Lutz, Vice Chairman
  • The Chevrolet Volt "Freedom Drive" across the country concludes at Pier 92 during the annual Macy's Independence Day fireworks display over the Hudson River in New York, Sunday, July 4, 2010. The "Freedom Drive" began four days and 1.776 miles ago in Austin, Texas where Chevrolet announced New York, New Jersey, Connecticut and Texas would join Michigan, California and Washington, D.C. as launch sites for the Volt later this year. (Photo by Emile Wamsteker for Chevrolet)
  • The Chevrolet Volt "Freedom Drive" across the country concludes at Pier 92 during the annual Macy's Independence Day fireworks display over the Hudson River in New York, Sunday, July 4, 2010. The "Freedom Drive" began four days and 1.776 miles ago in Austin, Texas where Chevrolet announced New York, New Jersey, Connecticut and Texas would join Michigan, California and Washington, D.C. as launch sites for the Volt later this year. (Photo by Emile Wamsteker for Chevrolet)
  • Chevrolet announces Thursday, July 1, 2010 it is adding Texas, New York, New Jersey, and Connecticut to the launch markets for the Volt electric vehicle. The retail launch in Texas and New York will begin with Austin and New York City in late 2010. The balance of Texas and New York, as well as New Jersey and Connecticut, are scheduled to begin receiving Volts in early 2011. The Chevrolet Volt (pictured here) in front of the Texas State Capital in Austiin, Texas Wednesday, June 30, 2010. (Photo by Steven Noreyko for Chevrolet)
  • Chevrolet announces Thursday, July 1, 2010 it is adding Texas, New York, New Jersey, and Connecticut to the launch markets for the Volt electric vehicle. The retail launch in Texas and New York will begin with Austin and New York City in late 2010. The balance of Texas and New York, as well as New Jersey and Connecticut, are scheduled to begin receiving Volts in early 2011. The Chevrolet Volt (pictured here) in front of the Texas State Capital in Austiin, Texas Wednesday, June 30, 2010. (Photo by Steven Noreyko for Chevrolet)
  • A pre-production Chevrolet Volt passes a trolley while navigating the steep climbs of the San Francisco Bay area while on an engineering development drive Saturday, April 25, 2010 in San Francisco, California The Volt will be available in California during the last quarter of 2010. (Photo by Martin Klimek for Chevrolet)
  • A pre-production Chevrolet Volt drives near the Golden Gate Bridge while on an engineering development drive in San Francisco, California Saturday, April 25, 2010. The Volt will be available in California during the last quarter of 2010. (Photo by Martin Klimek for Chevrolet)
  • A pre-production Chevrolet Volt navigates the steep climbs of the San Francisco Bay area while on an engineering development drive Saturday, April 25, 2010 in San Francisco, California The Volt will be available in California during the last quarter of 2010. (Photo by Martin Klimek for Chevrolet)
  • The new Chevrolet Volt electric vehicle with extended range on display at Columbia University on Earth Day, Thursday, April 22, 2010 in New York, NY. (Photo by Todd Plitt for Chevrolet)
  • The new Chevrolet Volt electric vehicle with extended range drives through campus at Columbia University on Earth Day, Thursday, April 22, 2010 in New York, NY. (Photo by Todd Plitt for Chevrolet)
  • The new Chevrolet Volt electric vehicle with extended range drives through campus at Columbia University on Earth Day, Thursday, April 22, 2010 in New York, NY. (Photo by Todd Plitt for Chevrolet)
  • The Chevrolet Volt �Freedom Drive� across the country continues in Fairfax, Virginia Saturday, July 3, 2010 as the Volt participates in the annual Independence Day Parade. The Volt, an electric vehicle with extended range. will finish its four-day, 1,776 mile route in New York City on Sunday. (Photo by Mark Finkenstaedt for Chevrolet)
  • The Chevrolet Volt �Freedom Drive� across the country continues in Fairfax, Virginia Saturday, July 3, 2010 as the Volt participates in the annual Independence Day Parade. The Volt, an electric vehicle with extended range. will finish its four-day, 1,776 mile route in New York City on Sunday. (Photo by Mark Finkenstaedt for Chevrolet)
  • The Chevrolet Volt �Freedom Drive� across the country continues in Fairfax, Virginia Saturday, July 3, 2010 as the Volt participates in the annual Independence Day Parade. The Volt, an electric vehicle with extended range. will finish its four-day, 1,776 mile route in New York City on Sunday. (Photo by Mark Finkenstaedt for Chevrolet)
  • A pre-production Chevrolet Volt electric vehicle with extended range travels around Pier 92 during a media test drive in New York, NY on Monday, March 29, 2010. (Photo by Steve Fecht for Chevrolet) (3/29/2010)
  • A pre-production Chevrolet Volt electric vehicle with extended range travels around Pier 92 during a media test drive in New York, NY on Monday, March 29, 2010. (Photo by Steve Fecht for Chevrolet) (3/29/2010)
  • The first pre-production Chevrolet Volt rolls off the line at the Detroit-Hamtramck manufacturing plant Wednesday, March 31, 2010 in Detroit, Michigan. The pre-production versions of the Volt will not be sold at dealerships, but will be used to assure all steps in the production system will meet the quality targets set by the Volt engineering team. (Photo by John F. Martin for Chevrolet) (04/01/2010)
  • A Chevrolet Volt battery at the General Motors Global Battery Systems Lab in Warren, Michigan Wednesday, June 30, 2010. The Chevrolet Volt will offer customers an unprecedented standard 8 year/100,000 mile warranty on its lithium-ion battery. GM engineers have completed more than 1 million miles and 4 million hours of validation battery testing since 2007. Each Volt battery pack has nine modules and 288 cells. GM designed and engineered 99 percent of the 155 components in each battery. (Photo by John F. Martin for Chevrolet)

[Source: GM]


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  • 70 Comments
      • 4 Years Ago
      Hey schleprock. I hope when this car kills in sales you're kid/man enough to admit it.

      FAIL
      • 4 Years Ago
      I'm not even sure what that means...
        • 4 Years Ago
        It means nothings improved in the marketing department.
        • 4 Years Ago
        I think it means that its more of a normal car than an electric car....Which doesnt really make much sense to me. I guess they're trying to get the mass market apeal by marketing it as a normal car?

        Weird.
        • 4 Years Ago
        I think this was on the Jeopardy board the other night.
      • 4 Years Ago
      ♫You can't see it
      It's electric!
      You gotta feel it
      It's electric!
      Ooh, it's shakin'
      It's electric!

      Jiggle-a-mesa-cara
      She's a pumpin' like a matic
      She's a movin' like electric
      She sure got the boogie ♫
      • 4 Years Ago
      Truth in advertising would require this tag lines:

      VaporVolt - Don't pay $35,000 for a car that will do what a $14,000 car can do and how much gasoline can you buy for $21,000?

      VaporVolt - If you plan on keeping our car for longer than 240,000 miles, you might break even assuming nothing breaks over a $14,000 car.

      VaporVolt - Would you believe it will take 15 years of driving to make our VaporVolt as economical to run as that $14,000 car?

      VaporVolt - Honestly now - can you stand looking at our car for the next 15 years or 240,000 miles which ever comes first?

      VaporVolt - Be selfish - make your neighbor pay for your $7,500 tax credit plus interest.

      VaprVolt - spend a little more than $14,000 and buy our Chevrolet Snuze. It'll cost you less and thankfully won't be a ball and chain around your ankle like our VaporVolt.
        • 4 Years Ago
        The Volt is built on the same platform as the Cruze - a $16,000 car, not $14,000.
      • 4 Years Ago
      seriously, camry...
      • 4 Years Ago
      My first take? I think that is a terrible tagline.

      It isn't exciting and sounds unfinished.
        • 4 Years Ago
        It's not bad, as saying their "electric car" is drivable like a regular car.
        • 4 Years Ago
        Ouch am i the only one who misread that at first glace? More car than electric? As if they were saying that the Volt is more of a regular car than an electric car?

        I'm not saying anything about the car here, just that my first impression of the tag line was that misunderstanding... ouch GM.
      • 4 Years Ago
      The first rule in advertising is if the average Joe can't figure out what you are trying to say then you didn't do your job.

      "More car than electric" doesn't make any sense. If the Volt is going to ever going to find mainstream acceptance it needs to work for the people that call computer tech support to figure out why their computer doesn't work because they didn't plug it in.

      SO the Volt isn't an electric car? The primary drive mode is gas? That is what the tagline says.

      People are ripping on the Volt because every day it turns into a bigger disaster.
        • 4 Years Ago
        Hey schleprock. I hope when this car kills in sales you're kid/man enough to admit it.

        FAIL. The only disaster is letting non-marketing people comment. What have you actually done in this business?? NOTHING but whine at AB
        • 4 Years Ago
        Its actually a decently engineered product. Keeping the cost relatively under control, giving you a fairly versitile vehicle that can go through its full operating range on just battery power.

        Just so poorly presented.

        New GM: We can make good cars, just have no idea how to get you to care.
      • 4 Years Ago
      The Volt is "more car than electric" or in other words more traditional than the leaf (the primary competition). The Volt allows for the best of both worlds. Gas free driving range that covers the majority of commuters and the flexibility to go longer distances when needed.

      Even Nissan recognizes this potential issue with the leaf - remember the post about a free car rentals?

      Anyway, in MY situation the Volt would be the more practical choice over the Leaf (other than the price of each, both are more than what I care to spend). My family daily driving range 0-25 miles per day; however, we do two to three weekend trips per month to see relatives (108 miles each way). So on normal days my family would use 0 gas, but on the weekend trips we would use around 2.5gallons of gas or less depending on the outside temp and level of climate control required. That's pretty good, if you ask me. (~30 electric miles and avg 34mpg for the rest).

      Sure the leaf could make the trip, but it would be risky, and would require constant attention to detail to assure we made it...also Dec and Aug would really be stressful, May and Oct - no problem. I dont really want to ride 2 hours with the climate control off and going 45mph, nor do I want to even think about IF the range is sufficient.

      The volt just acts like my regular car but uses way less fuel to do the same things I currently do. The ONLY new thing is plugging it into the garage outlet when its not running. Simple.

      I like both the Volt and Leaf, but for me the Volt would make the most sense.
        • 4 Years Ago
        The volt's not competing with the leaf. Both are going to attract prius buyers in droves. One will primarily pull 'normal' hybrid owners, the other will attract fanatical ex ev1 and uber hippy green types. It's hard to find actual customers with the money to buy a second or third car for 'green' cred actually debating the two. They either want a city car and don't care about the leaf's range, or want something they can take on long trips which also can go electric for long periods of time.

        Hell they're also a fair distance apart in terms of price.
        • 4 Years Ago
        108 miles each way?

        If you're willing to drive it at 40-45 mph, so you're not fighting so much wind drag, it can be done.

        However, if you run the AC or heater, or want to drive at normal highway speeds of 65-80 mph, you have a real problem.
        • 4 Years Ago
        You dont think the Volt and Leaf will forever be linked as different solutions to a common problem?

        I see this as a Beta/VHS or BlueRay/HD-DVD type of event. One solution will surface as the preferred method.

        You are absolutely correct for the initial sales, but which solution has legs to appeal to a mass audience? Price will come down in the years to come and performance will increase on both solutions so ultimately, the method preferred by 'Joe and Jane Normal' is what matters.
      • 4 Years Ago
      I'm guessing they used an elementary school contest to come up with the slogan eh?
        • 4 Years Ago
        Plastic underbody kit makes the car look cheap.
        • 4 Years Ago
        If only that were the case. Sadly I'm guessing GM paid some serious money to come up with that utterly dreadful tagline. More car than electric? Really? If I was in a conference room brainstorming taglines and someone suggested this I would have to fight the urge to get up, walk around the table and strangle them.
        • 4 Years Ago
        Yoo-Hoo over there to the General: Really? This is piss-poor stupid. Not as bad as when I got sick (REALITY) at the sight of the interior of the green V6 Camaro at the 2010 New York auto show, but close.

        You see, I happen to be one of your biggest fanboys out here, fighting the good fight for you, then you do something as mindless as this.

        P.S. What's the story on the redesign of the Camaro interior I keep hearing about? I won't go near (BUY) one until you do.
        • 4 Years Ago
        Should have used "All your electric are belong to us."
        • 4 Years Ago
        It's better than "Smarter than Luxury"
        • 4 Years Ago
        The Volt dance/song wasn't done by ANY real ad agency. That turd was done by some independent/rogue kids that was able to sell the idea to some idiot client within GM. I'm under the impression that client was removed.

        As for this Volt tag line. It's really not for all you faux enthusiast nerds. It's for non-car people...you guys can complain over the "details" but at the end of the day this Volt is doing everything they said it would. 25-50 miles of range is accurate with what they had been saying since day one.
        • 4 Years Ago
        It was probably the same agency that came up with this disaster:

        http://www.youtube.com/watch?v=xvwTMZNWGuk
      • 4 Years Ago
      Here is a tag line:
      "The Chevy Volt, Just another Hybrid!"
      or maybe
      "The Chevy Volt, even America can copy a Prius in 13 years!"
      or how about
      "The Chevy Volt, why even bother innovating"
        • 4 Years Ago
        "What other hybrid can go 25-50 miles on electricity only up to 100mph? None
        Did the Prius do that 13 years ago? No Does the Prius do that now? No
        Can the Plug in Prius go 25-50 mile on electricity only and travel up to 100mph? No"

        What other hybrid hatchback costs over $40K? None. And, already today several posters have informed me that the proposed income tax credit (which remains to be seen) for buying this car is unlikely to be a determining factor for in fact buying one.

        I think the Volt is an excellent idea with a non-existent target market. I bought a hybrid - an Insight - to commute to work since I wanted something economical, roomy, and low-emission. To buy a Volt outright would mean it would take more than 15 years of ownership before in broke even with the average monthly outlay (capital and running costs) I experience with my Insight covering 15-16K miles per annum. The Volt makes far more sense in Europe where the cost of motoring is high - but even then, I foresee the Ampera losing out to the plethora of diesels.
        • 4 Years Ago
        I know, I'm just poking fun. To be honest what upsets me are the rumors, lies and hype that surrounded this car. As I saw it, it was touted as being the all new all American electric plugin car. And personally, I think that's awesome! and I was very excited about it. But then when the time finally came to "release" they said ohh just kidding, it's not really an all electric car, and not nearly as good as we hyped it to be.

        And that leaves me quite disappointed. Like wanting an xbox for Christmas but getting socks instead.
        • 4 Years Ago
        Delta I (Cobalt) was engineered in Germany. Delta II (Cruze, Volt) was engineered by Daewoo in Korea.

        Batteries are also from LG of Korea...
        • 4 Years Ago
        "As I saw it, it was touted as being the all new all American electric plugin car."

        It could never be all-American though. Its chassis was developed in Germany, for starters.
        • 4 Years Ago
        "Delta I (Cobalt) was engineered in Germany. Delta II (Cruze, Volt) was engineered by Daewoo in Korea."

        Incorrect. Both Delta platforms were developed and engineered almost entirely by Opel, who were in charge of the project. The first applications were the Astra and Cruze.
        • 4 Years Ago
        Ok lets call it a Hybrid. It's still not just another hybrid.

        What other hybrid can go 25-50 miles on electricity only up to 100mph? None

        Did the Prius do that 13 years ago? No Does the Prius do that now? No

        Can the Plug in Prius go 25-50 mile on electricity only and travel up to 100mph? No

        Even if you want to deride this as Prius 2.0, it is still version 2.0.
      • 4 Years Ago
      Chevy Volt: Less Grammar than Automotive
      • 4 Years Ago
      After all the ruckus last week about the onboard generator actually having the ability to power the wheels, I am not too sure this is such a good idea.
      Basically adding fuel to the fire.
        • 4 Years Ago
        to put it simply: The Prius hybrid system is more mechanically similar to the Volt than it is to any other non-Toyota-based hybrid. It is actually more similar to a Volt than the system in the LS600h. They are so similar (input and output points swapped is the major difference), I would anticipate a patent infringement lawsuit from Toyota to be comming soon.
        • 4 Years Ago
        The gasoline engine that clutches in to a planetary gearbox mechanically transfer torque to the wheels. The gasoline engine is not a generator, despite GM's marketing, but connects to a generator. (a generator is the piece on the opposite end of the gasoline engine that transfers mechanical energy to electrical energy).

        GM calling their gasoline engine a "generator" and the planetary gearbox a "drive unit" and stating that since there is not a "fixed gear" that there is not a "direct" mechanical connection are all misleading statments. The Volt's transmission works fundamentally the same as a Prius. Both are hybrids.
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