General Motors Co.'s campaign to promote the Chevrolet Volt plug-in hybrid may be paying off.
Bob Lutz, vice chairman in charge of marketing, says 50,000 people have registered at Web sites and indicate a strong intention to buy the vehicle, which is scheduled to arrive in November 2010.
But many may be scared off by sticker shock. Sources familiar with GM's plans have said the price will be about $40,000.
A federal tax credit of up to $7,500 will take some sting out of the price.
GM will build about 10,000 Volts next year. In 2011, the company expects to build 50,000 to 60,000 Volts. GM plans to ratchet up Volt marketing at the Los Angeles auto show in December.
Once GM has about 200 preproduction Volts in stock next year, it will "pull out the heavy artillery and get Volt buzz" going with media and customer events, Lutz says.
He adds: "We might even do the same thing we did with the Chevrolet Equinox and have Project Driveway and have real Americans driving Volts where they use it as a daily car for a couple of months."
Automotive News
By Jamie Lareau
Sept. 28, 2009
