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

Pizazz is definitely needed, we have observed over and over that the
successful business sells the "Sizzle" not the "Steak" (In today's economy
that might be the "Steak-Burger!"
I had a mild "Epiphany" a few moments ago. Considering the ICE were
called "Explosion" cars 100 years ago, perhaps a good term with a lot of
positive Marketing Energy for Electric Vehicles Would be;

"LIGHTNING" as in Lightning Autos, "Better than a Flying Carpet."

Lightning Auto Dealers, "Dump that old Oil burner, Lightning Autos are on
the way!"

Lightning Motorcycles; Quick, Quiet, Reliable, Home Grown Energy.

Some of the High Performance Aircraft were called "Lightnings, Lightning
Bolts, and very fast were like Greased Lightning.

I am sure there are a few negative connotation of Lightning. Such as in
German with "Lightning War" or "Blitzkrieg" But, many will not be aware of
that.



Also, In an article about servicing hybrids published on Yahoo in the past
week, one paragraph says, "Engine problems can be pricier, because many
mechanics aren't familiar with hybrids' high-voltage drive systems, says Bob
Rodriguez, manager of special testing programs at the National Institute for
Automotive Service Excellence, a trade group. Consequently, hybrids are
likely to wind up getting worked on at a dealership, where overhead costs
are often higher than at independent shops."


It is reasonable to expect exactly the same situation with pure electric
model vehicles also. And this is EXACTLY the problems I want to solve with
an upgrade training school for Independent Mechanics so they learn to work
"Smarter" on Electrics and Hybrids! For over 40 pages of information on this
topic go to my web site, below my name.


.Regards, Friends, I am seeking a Partner in this venture.
*Dennis Lee Miles* (Director) *E.V.T.I. inc*.
*www.E-V-T-I-Inc.COM <http://www.e-v-t-i-inc.com/> *(Adviser)*
EVTI-EVAEducation Chapter
*
++++++++++++++++++++++++++++++++
The "Stone Age" didn't end because they ran out of Stones;
It ended because they started using their Brains !
+++++++++++++++++++++++++++++++++++++++++++++

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 just
> 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 the
> 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
> don'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 length
> approach as regards to any use of the word electric, choosing to keep clear
> 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 "Model
> S", there is absolutely no use of the word "electric" at all except for the
> 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 positive
> 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 being
> gutless cars that might leave the wife and kids stranded on the side of the
> road.
>
>
>
> -MT
>
>
>
> "electrically they keep a baseball score....and the beat goes on..." -
> Sonny
> & Cher
>
>
>
> -----Original Message-----
> From: [email protected] [mailto:[email protected]] On
> Behalf
> 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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