Chevy launches VOLTage social network
Chevy hopes to capture VOLT enthusiasts-to-be with a new online social network. Will it work?
Tue, Jul 21 2009 at 12:20 AM EST
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Last year I interviewed the head of Marketing for the Smart Car, and he said that of all the smart things the Smart team did, one of the smartest was to create an online social network for Smart car enthusiasts. Long before Smarts were even available in the United States, 50,000+ enthusiasts where busy buzzing up the brand, customizing their vehicles, and meeting other Smart-type people.
When the car finally shipped, the Smart dealership knew just where to go to pluck its first enthusiastic buyers. The strategy paid off, resulting in advance sales that surprised even the optimistic Smart sales team.
Chevy it seems is taking a queue from the Smart playbook. With the long-anticipated (some would say long-overdue) Chevy Volt (aka the 'Prius killer') the auto manufacturer is hoping to garner the same advance loyal following that Smart accomplished back in 2007-2008 with the VOLTage website.
The site is chock full of content -- videos, photos, forums, groups and even an @ChevyVoltAge twitter feed. But is it enough to create the social media buzz that GM is looking for?
I'm doubtful. The Smart car had a few advantages that Chevy lacks. For one, the it was already being sold in Europe before it came to the U.S. It was an underdog car -- it had to jump though special crash-testing hoops to be admitted into the U.S. and this naturally conjured a group of stalwart enthusiasts demanding the vehicle with its then unheard of 60 MPG rating.
There was also credibility. Smart was sold by Mercedes in Europe and there was not doubt in anyone's mind that the technology was real. With the anger over the GM bailout and the general impression that GM isn't capable of running a traditional car company, much less a high-tech one, many wonder if the much more complicated plug-in hybrid Volt will even make it to the market.
Then there is looks. The Smart Car, like the VW Bug and the Mini Cooper, while not beautiful is certainly cute, or at least highly unique in terms of body styling. The Volt started out that way (compare before and after below) but it has ended up looking a more like... well, a Chevy.
Volt original:
Volt today:
Lastly price.... the Volt was originally intended as a Camry Hybrid competitor. Now it is more in the Lexus range with a $30,000++ sticker price.
So as cool as I think the Volt is (at least the concept model I saw at the auto show) I don't think GM is very likely to see a lot of online enthusiasm until it hits the lot.
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Comments
Ray
08/11/2009 13:33 PM
I can't believe they say the Volt is going to get 230MPG in the city. That is unbelievable. Where have these GM engineers been hiding for the last decade?
Jen
07/22/2009 11:21 AM
Your post inspired me: http://www.viget.com/engage/chevy-volt-social-media-site-falls-short-of-....
Anonymous
07/21/2009 18:32 PM
How many smart cars would sell in the US if we put the tariffs Germany and Japan put on our cars? A Chevy Cobalt sells for $45,000 in Japan after tariffs. A Chrysler mini van sells for $40,000 in Germany after tariffs.
Anonymous
07/21/2009 18:26 PM
GM sold more cars and trucks than anyone the first quarter of 2009.
They did that with about as much negative press as can be imagined.
I know the reason why they sold so many cars and trucks...
I'm another one that would buy another GM.
My last Pontiac mini van was 9 years old, cost $10K less than a Honda mini van , only cost $82 in repairs for 9 years and looked like new after 9 years.
My 1992 which we sold last year was 17 years old .. had it's original.... More
Jon
07/21/2009 15:58 PM
Well it really can't hurt GM can it? There is very little cost in creating a social medium like this. Most of your article is about GM's short comings and not about why the Social Networking won't work. For the first time in 30 years GM is creating a product people actually demand I'm sure there will be some sort of following.
Katharine Hansen
07/21/2009 14:58 PM
I think you mean "Chevy it seems is taking a cue from the Smart playbook."
Dave Culbertson
07/21/2009 14:42 PM
Well said!
GM / Chevy are following the social media path of Ford which means they've officially become a social media chickenhawk:
http://lightbulbinteractive.blogspot.com/2009/05/are-you-social-media-ch...
Chris
07/21/2009 14:21 PM
I tend to agree with this article. The idea that a cool marketing strategy can take a product to great heights all on its own is flawed thinking. The campaigns that supported the SMART and Mini launches were very clever and they were pitch perfect compliments to the vehicles/brands/customers they were supporting and targeting. I fear that the Volt is too late to the game and not enough different from existing options to really stand out in an emotional way regardless of how good the.... More
