1996's EV1 was discontinued after one year
The GM story oozes with irony. First, GM finds itself in the position of trying to reinvent itself with the Chevy Volt, a breakthrough plug-in electric car. If it would have pursued the development of the EV1, it would be the market category leader today and would have boosted its overall status as an automobile company. The other irony is that GM is on the verge of bankruptcy even though it is building some of the best cars it has ever built. In fact, it is no stretch to say that it is building some of the best cars in the world.
Although the Chevy Volt is a technological marvel, it can't save GM by itself. Unfortunately, it will be priced at $40,000, a figure too rich for most consumers. For those attracted to environmentally friendly cars, there are many other choices that could be more attractive. For instance, a fully-loaded, proven-alternative vehicle, the Toyota Prius, can easily get 50 mpg and be purchased for $30,000. Honda just introduced its latest version of the Insight, essentially a smaller Prius, which is priced around $20,000. Moreover, there's a Chinese battery manufacturer that most Americans have never heard of that will introduce a $22,000 plug-in electric vehicle in 2011. For the record, it's name is BYD.
As The Washington Post recently reported, Bob Lutz, GM's vice president for global product development, admits that it may have been better for GM to launch the Volt under the Cadillac brand. The psychological gap between those willing to sink 40 large into a Chevy versus a Cadillac is wide and deep. Further supporting the thought, The Post reported that Tesla Motors and Fisker Automotive — which will both sell luxury electric sports coupes — have targeted affluent consumers who are environmentally minded. The thought is that they can successfully sell fewer units for the time being and then launch mass market versions later once the technology has paid for itself, much like what the electronics industry has done over the years. Remember how expensive a CD player or flat-screen TV were when they first came to market?
Having said that, a Volt badged as a Cadillac may be viewed as a cheap Cadillac. GM went down that road before in the '80s when it introduced the Cadillac Cimmaron, which was just a thinly-veiled Chevy Citation. For those who don't remember, the Citation wasn't a very good Chevy, let alone a Cadillac.
Will the introduction of the Volt under the Chevy brand turn out to be a blunder? Time will tell, but I left wondering if a better plan may have been to offer the 2011 Chevy Cruze in a hybrid version, followed by a plug-in version. To me, this strategy would help keep GM moving forward in an economy that will be tenuous for the next several years. More irony: since GM missed fulfilling on its plug-in electric vision 13 years ago, it may need to postpone that vision to help save itself today.
Fortunately for the aftermarket, the Volt, as well as hundreds of other models, will not affect it negatively because the trend for consumers to keep their vehicles is likely to continue. That won't always be the case. I just hope the aftermarket has the vision to understand this instead of using hindsight as its measure.
Anyone out there sitting on Cimmaron inventory?
Larry Silvey is a 26-year veteran of the automotive aftermarket.