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Re: [EVDL] EV names tell Automakers' mood are different, but do they know how to sell

"Volt, it's more car than electric"

They mean;

"It's more marketing than technology"
"It's more reaction than research"
"It's more sham than shazam"
"It's more bologna than beef"
"It's more bun than beef"
"It's more catchup than creative"
"It's more defensive than responsive"
"It's more hopeful than helpful"
"It's more hype than hardware"
"It's more notion than needed"
"It's more subterfuge than substance"
"It's more sugar than sustenance"
"It's more sleight of hand than slide of rule"
"It's more theatrical than thoughtful"

But I guess it's better than nothing. You can't expect a dinosaur to
just go away. Corporate Darwinism doesn't always happen as fast as you
want. Change takes time. Sorry Storm.

DAC


Myles Twete <[email protected]> wrote:
> Thanks for your perspective on this Lee!
>
> I agree that "electric" was a powerful marketing word a century ago
> generally.
>
> Yet I don't think that this is the real reason the word "electric" is not
> included in the primary branding of modern electric vehicles. It's jus=
t not
> as simple as "electric" not having the pizzazz that it did back then.
>
> Just as with a century ago, most of the electrics that have been put on t=
he
> markets don't come close to the range or power of gas cars and that you
> can't just fill up the tank but have to find the right place, plug in and
> wait. That stigma hasn't gone away yet.
>
>
>
> GM this Fall chose as its Chevy Volt branding this slogan: "It's More Car
> than Electric".
>
> http://www.thetruthaboutcars.com/2010/10/its-more-car-than-electric/
>
> Think about that sentence. What they're saying is 'we understand that =
most
> folks think that electric cars are weak, underperforming, have poor range
> and basically don't rate being considered a car'. They're also saying:=
'we
> are so concerned about the general negative views of electrics that we do=
n't
> really want to risk calling this an electric car'. And 'we even decided
> that while we're giving it an electric sounding name "volt", we're really
> going to make it a hybrid because, well, we decided that people just don't
> want electrics and we want to sell cars'.
>
>
>
> What was Nissan LEAF's marketing slogan? " 0 Emissions, 5 Passengers, 90 =
MPH
> Top Speed, 100 Mile Range, 2010 Launch"
>
> Nothing about being electric:
> http://www.automoblog.net/2010/02/06/2011-nissan-leaf-electric-car-driven/
>
> Even as an acronym, LEAF disavows its being an electric even though it is=
a
> pure electric.
>
> And while Tesla has embraced being the best performing electric vehicle
> built and sold, in its marketing it even takes an intentionally arms leng=
th
> approach as regards to any use of the word electric, choosing to keep cle=
ar
> distance between references to the performance aspect, e.g. its branding
> "The New Roadster" vs its eco-friendly messages. And given this week's
> Tesla stock jitters due to perceived threats by more hybrid cars coming
> available, I expect Tesla feels major pressure to not mention "electric" =
at
> all in its marketing. As example, on their website page for their "Mod=
el
> S", there is absolutely no use of the word "electric" at all except for t=
he
> primary pull-down tab "go electric" that is part of their main site
> background design.
>
>
>
> This cuts way deeper than the word "electric" lacking pizzazz or a positi=
ve
> spin.
>
> It's the very real understanding that "electric" still carries substantial
> negative mental baggage as regards cars.
>
> We still haven't changed most people's perceptions about electrics as bei=
ng
> gutless cars that might leave the wife and kids stranded on the side of t=
he
> road.
>
>
>
> -MT
>
>
>
> "electrically they keep a baseball score....and the beat goes on..." - So=
nny
> & Cher
>
>
>
> -----Original Message-----
> From: [email protected] [mailto:[email protected]] On Beh=
alf
> Of Lee Hart
> Sent: Wednesday, December 29, 2010 11:49 AM
> To: Electric Vehicle Discussion List
> Subject: Re: [EVDL] EV names tell Automakers' mood are different, but do
> they know how to sell an EV?
>
>
>
> On 12/28/2010 5:11 PM, Myles Twete wrote:
>
>>> But the name Tesla is intriguing enough, I think ;-)
>
>>
>
>> Sure Mike. But so are the names Prius and Insight. And yet, the auto
>
>> companies embrace the term "hybrid", often including it in the name
>
>> of the vehicle when referenced. It's common to see "Toyota Prius
>
>> Hybrid" for example...
>
>
>
> Marketing is a a weird art form. It's all about words, and the emotions
>
> they invoke.
>
>
>
> A hundred years ago, "electric" was a powerful marketing word, that
>
> evoked high-tech excitement. The word was used to sell anything and
>
> everything; there were "electric" toothpastes and "electric" shoes.
>
>
>
> But they wore it out. Now, nobody thinks of an electric anything as
>
> being new or exciting. So Marketing moved on to use other words that
>
> implied advanced high technology, like electronic, or transistorized, or
>
> computerized, or hybrid. Marketing doesn't care what the word really
>
> means; it only cares what it *implies* to the average person.
>
>
>
> At some point, I predict they will invent a new marketing word for
>
> electric cars. Something that sounds exciting and high-tech, without
>
> telling you anything about what it really is (like "hybrid" for the
>
> Prius etc.)
>
> --
>
> Lee A. Hart | Ring the bells that still can ring
>
> 814 8th Ave N | Forget the perfect offering
>
> Sartell MN 56377 | There is a crack in everything
>
> leeahart earthlink.net | That's how the light gets in -- Leonard Cohen
>
>
>
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