GM Turns on the Juice for EV1 Ads

11/27/96

The Associated Press has reported that the generally conservative GM and its only somewhat more laid back Saturn division are trying out a new strategy when it comes to advertising their new electric car, the EV1.

On December 5th electric appliances of all sorts will leap to animated life to welcome the new EV1 to market in California and Arizona. GM hasn't said how much it will pay for its media blitz, although officials did say they planned to saturate media-waves over the four markets where the car debuts.

Joe Kennedy, vice president of sales, service and marketing for GM's Saturn Corp. subsidiary, which will market the EV1 said, "if you're alive in these markets over the next few months, you'll see one of these ads."

Teaser ads are already up on 27 billboards in Southern California. They say "You can't hear it coming, but it is." After December 4 they will read: "The electric car is here."

"The electric car is here" is also the tag-line for the 90 second introductory television commercials being made by George Lucas' special effects studio, Industrial Light and Magic. The commercial features dozens of animated electric appliances that hop, roll and fly out of suburban homes to meet the EV1, curbside.

GM's target consumers for the car are 35-54 years old, college graduates with family incomes of $125,000 plus and an interest in the environment and new technology. Reportedly, many of the glossy magazine ads for the new car will run in upscale rags like the Architectural Digest, The New Yorker, and the Atlantic Monthly.

Paul Dever -- The Auto Channel