GM's EV1 Gets Unique Marketing Plan

09/06/96

GM/Saturn Electric Coupe, EV1 To Have Unique Marketing Plan (First in a series on GM's electric car)

Starting this fall, GM will offer the EV1 Electric coupe to customers on a lease basis through 25 Saturn retailers. The marketing (test) areas are Los Angeles, San Diego, Phoenix and Tucson. The vehicles are being marketed through Saturn dealers because of their unique (no nonsense) brand marketing approach and focus on customer satisfaction, as they allow prospects to witness the leasing experience.

In each Saturn retail facility, specially trained EV1 sales consultants will provide information on technology and the leasing experience, a Saturni-ized no-hassle shopping and leasing situation. The sales consultant/specialists are trained in the overall Saturn culture and values.

Once the deal is made, the specialist will coordinate installation of the home charger (which requires a homesite inspection) with the authorized charger service provider. This determines the technical preparation needed to properly accommodate a home charging unit.

WHY LEASING ?

GM/Saturn believes this is the best way to ensure total customer enthusiasm for its early EV1 leasors. It provides a comfort level and further emphasizes Saturn's commitment to customer satisfaction. The mid-$30,000 price of the EV1 includes a 110 volt convenience charger. The higher powered (faster) 220 volt charger must be leased separately, however. State and federal clean air incentives should be available.

VEHICLE DESCRIPTION

Three colors red, dark green, and blue-silver; Air conditioning; Am/FM radio with CD; Power windows; Power door locks and mirrors; Cruise control; Dual airbags; Abs and traction control; Keyless entry; Remote trunk release; Daytime running lights; Self sealing tires

TAX CREDITS

Federal: 10% up to $4,000. Energy policy act California: $5,000 credit. Air Quality Management District Arizona: Substantial reduction in annual registration fees.

Coming next: A look at the EV1, charging and the customer.

Bill Maloney -- The Auto Channel