After recalling 14,000 bolts due to fire hazard, GM wants US to let customers know that Chevrolet is back in business. Chevy is announcing the return of the all-electric Bolt sedan and commercial vehicle with a pair of national ad campaigns starting Thursday, coinciding with Major League Baseball’s inauguration day.
General Motors announced that retail production of Bolt electric vehicles and SUVs resumed on Monday after an eight-month slump, with dealers given the green light to sell them. Chevy ended Bolt production last August with a short-term recovery in November to focus on battery module replacement from 2017 to 2022 model years.
Now that production is up and running, the hard work begins – restoring customer confidence.
“We don’t see any major reputational damage,” Chevrolet Vice President of Marketing Steve Majoros said at the briefing. “We will certainly remain humble. We think we have a great product and we will just try to convince America that this is the right electric car at the right time. ,
As the official vehicle of Major League Baseball, the brand will run ads at every MLB game nationwide. As part of the makeover, Chevy is offering 2022 model year customers a free home installation of a 240-volt charger.
According to Majoros, the purpose of advertising is to reassure potential buyers. “Honestly, they’re happy with the people we need to bring in,” he said. “We’ve been talking about getting early adopters, but those days are over, so we need big volumes.”
But it remains to be seen if two traditional TV ads can reach baseball fans in time to convince customers to return to Chevy and bring in new EV buyers in an increasingly crowded segment due later this year. people. expected.
The first place highlights that the Bolt has a range of 247 miles more than a phone call from a 20-year-old driver’s loquacious mother.
Second, there is a misunderstanding between the panicking mother and the technician completing her home setup. “Oh, don’t worry, it’s easy,” says the tech, clearly referring to the convenience of owning the Bolt, not impending fatherhood.
Next quarter’s sales report will show if the ad helped bring customers back to Bolt.
Majoros said the brand’s decision last summer to focus on reviews rather than new sales “puts the safety of our customers first and allows us to put all of our energy into the limited supply of batteries we have at the time.” IIt really was a great job.”
He declined to comment on Chevrolet’s battery replacement frequency, but said many orders from dealers and customers have yet to be completed. He added that preference is given to customers with orders for the 2022 model year. In July, the brand plans to move to the 2023 model.