Chevrolet Volt Drawing New Customers to Dealers Customer exposure to demo vehicles leading to new sales
The Chevrolet Volt demonstration units are a popular showroom draw for dealers as they let consumers look, touch and drive the electric car with extended-range capabilities. It’s part of the plan to gain exposure for the vehicle and the Chevrolet brand.
Almost nine of 10 customers who traded in a vehicle as part of their purchase are new to the Chevrolet brand. That’s why hundreds of Volts that could be sold to individuals are tagged for dealers as demo vehicles, meant for customer exposure to the Volt and to other Chevy products they might otherwise not see.
“The Volt is clearly bringing new customers to our dealership,” said Rick Alpern, general manager of Keyes Chevrolet in Van Nuys, California. “We are seeing customers who own competitive brands that have never visited a Chevy dealership before. Now they have a Chevy on their shopping list because of the Volt.”
Chevrolet dealerships in the initial launch markets of California, Connecticut, Maryland, Michigan, New Jersey, New York, Texas, Virginia and Washington, D.C. have taken delivery of more than 550 dedicated Volt demonstration vehicles for customer test drives. By the end of the year, more than 2,500 U.S. dealers will receive a dedicated Volt demo
Chevy expects to deliver Volts in all 50 states by the end of 2011. Deliveries begin in Virginia, Maryland, Delaware, Pennsylvania, North Carolina, South Carolina, Georgia, Florida, Oregon, Washington and Hawaii in the third quarter.
“We know the best way to experience the Volt is to get behind the wheel and drive it,” said Cristi Landy, Chevrolet marketing director. “An added bonus is that our dealers are seeing that the Volt is increasing traffic onto our dealer showroom floors and is exposing consumers to Chevys line of ‘gas-friendly’ vehicles, including the Cruze, Malibu and Equinox.
"It's tough to limit the number of Volts for sale to potential customers when demand is so strong, but the Volt has value to the Chevrolet portfolio well beyond incremental sales," said Landy. “Our Chevy dealers will keep their Volt demo units for six months and then they sell these units at the conclusion of the demo period.”
The Volt’s extended-range capability offers a total driving range of up to 379 miles, based on EPA estimates. For the first 35 miles, the Volt can drive gas- and tailpipe-emissions-free using a full charge of electricity stored in its 16-kWh lithium-ion battery. When the Volt’s battery runs low, a gas-powered engine/generator seamlessly operates to extend the driving range another 344 miles on a full tank.
About Chevrolet – Founded in Detroit in 1911, Chevrolet celebrates its centennial as a global automotive brand with annual sales of about 4.25 million vehicles in more than 120 countries. Chevrolet provides consumers with fuel-efficient, safe and reliable vehicles that deliver high quality, expressive design, spirited performance and value. The Chevrolet portfolio includes iconic performance cars such as Corvette and Camaro; dependable, long-lasting pickups and SUVs such as Silverado and Suburban; and award-winning passenger cars and crossovers such as Spark, Cruze, Malibu, Equinox and Traverse. Chevrolet also offers “gas-friendly to gas-free" solutions including Cruze Eco and Volt. Cruze Eco offers 42 mpg highway while Volt offers 35 miles of electric, gasoline-free driving and an additional 344 miles of extended range. Most new Chevrolet models offer OnStar safety, security and convenience technologies including OnStar Hands-Free Calling, Automatic Crash Response and Stolen Vehicle Slowdown. More information regarding Chevrolet models can be found at www.chevrolet.com.
