Rob Peterson, General Motors marketing manager for the Chevrolet Volt and EV Technologies, was speaking at the 2011 Electric Drive Transportation Association annual conference in the US.
The word cloud shown here represents first customer reactions to the Volt. Even though I am no fan of plug-in hybrids, it is interesting to note that the main feeling about the Volt is that it is fun to drive. The importance of this is not that it comes as a surprise to anyone within the EV community, but that it shows the viral nature of EV penetration.
In other words, a neighbour, friend or colleague buys an EV and tells you that it's great fun to drive, the technology works, costs almost nothing to run, does about 1,000 miles between visits to the petrol station (plug-in hybrids use both electricity and liquid fuel) etc etc. You are intrigued, ask for a drive or visit a dealer for a formal test drive, and are similarly impressed and convinced. This is storytelling and conversational marketing at work and how EVs will spread. It's about the emotional experience, not the rational justification.
More interesting stuff. As reported by Autoblog green, Peterson describes the largest customer segment as being former Prius owners:
"These people fit the early adopter profile, but they also stand out as exceptional community influencers. they are leaders in their communities in various ways, and they want to get out there and demonstrate the Volt and electric drive to everyone they can reach."
He goes on to say:
"There are groups out there that want to see this not succeed. They will go to great lengths to achieve this."
This is pretty much exactly my own experience here in the UK from 2004 to the present day. Ahh, the politics of the vested interest...
