The Volt Customer Experience The Volt Customer Experience
Current Volt Buyers Are Primarily Current Volt Buyers Are Primarily Early Technology Adopters Early Technology Adopters • People look to me for advice when it comes to new cars and/or electronics • People look to me for advice when it comes to new cars and/or electronics • I am typically the first to have the latest technology • I am typically the first to have the latest technology • I am willing to try something new and unproven when making a big purchase • I am willing to try something new and unproven when making a big purchase • I read about technological advancements/ new product introductions nearly every day • I read about technological advancements/ new product introductions nearly every day • I know a lot about the latest technologies and can’t wait to own what is coming next • I know a lot about the latest technologies and can’t wait to own what is coming next Predominately Male 90% College Graduate 80% Advanced Degree 45% Work Full Time 65% Early Buyer Survey Wave 2
Volt is Attracting Buyers from Luxury Segments Volt is Attracting Buyers from Luxury Segments • 74% replaced a vehicle in their household when they purchased the Volt • 74% replaced a vehicle in their household when they purchased the Volt – Toyota, Honda and Chevrolet were the makes replaced most often – Toyota, Honda and Chevrolet were the makes replaced most often – 86% replaced a non-GM vehicle – 86% replaced a non-GM vehicle • A significant percentage of buyers replaced a luxury vehicle • A significant percentage of buyers replaced a luxury vehicle with the Volt with the Volt Make Replaced Model Replaced Toyota 18% GM Toyota Prius 12% Honda 15% Honda Accord 5% Chevrolet 10% Honda Civic 5% BMW 7% Hybrid Lexus 7% CONQUEST BMW 3-Series 3% (replaced non-GM) Mercedes Benz 4% All others <3% Volkswagen 4% Q. What is the make/model of All others <3% the vehicle you replaced? Source: Volt Early Buyer Study
Top Reasons for Purchase Top Reasons for Purchase • Reducing dependence on foreign oil • Reducing dependence on foreign oil • Presence of an onboard generator • Presence of an onboard generator • American made • American made • Technological innovation • Technological innovation • Drive gas free • Drive gas free • Environmentally friendly • Environmentally friendly Source: Volt Early Buyer Study
Today’s Volt Buyers Are Influencers Today’s Volt Buyers Are Influencers • Volt Buyers will change over time • Volt Buyers will change over time • Each successive wave of consumers relies on the experiences and • Each successive wave of consumers relies on the experiences and recommendations of previous buyers recommendations of previous buyers • Early buyers will serve as advocates and influencers for future buyers • Early buyers will serve as advocates and influencers for future buyers Fast Followers Early Non ‐ Early (including Adopters Adopters influencers)
OnStar Data Collected through May… OnStar Data Collected through May… • 2/3 of miles driven are electric • 2/3 of miles driven are electric • 1.4 million electric miles to date • 1.4 million electric miles to date • Driving about 1 month/900 miles between fill ups • Driving about 1 month/900 miles between fill ups • Volt is being used as expected • Volt is being used as expected – Customers are primarily – Customers are primarily driving electrically driving electrically – Range extender is critical – Range extender is critical to Volt’s success to Volt’s success Source: OnStar
Customer Charging Experiences Customer Charging Experiences 240V Charging 240V Charging • 50% of Volt customers have installed a 240V home charger • 50% of Volt customers have installed a 240V home charger – About half of 240V home charging customers are taking advantage of the Department of – About half of 240V home charging customers are taking advantage of the Department of Energy programs Energy programs Satisfaction Satisfaction • Those that had the 240V charging station enjoyed the flexibility to recharge • Those that had the 240V charging station enjoyed the flexibility to recharge completely in about 4 hours. This time frame was not perceived as a completely in about 4 hours. This time frame was not perceived as a constraint. constraint. • Those who use a 240V home charger were more likely to be ‘completely • Those who use a 240V home charger were more likely to be ‘completely satisfied’ with the charging experience. satisfied’ with the charging experience. – 93% completely or very satisfied – 93% completely or very satisfied Public Charging Public Charging • There was limited experience with public charging • There was limited experience with public charging
Mass Market Challenges Mass Market Challenges • As informed as our current buyers are… the • As informed as our current buyers are… the mainstream market is still confused mainstream market is still confused – More consumer education – More consumer education needed as we move into needed as we move into the mass market the mass market – Confusing MPGe terms – Confusing MPGe terms – Associate EVs with golf – Associate EVs with golf cart/poor performance cart/poor performance – Range variability – Range variability
Volt Advisors Volt Advisors Very well received Very well received But too much of a good thing… But too much of a good thing…
Customer Quotes… Customer Quotes… • “The Volt performance is outstanding. It feels great to drive. • “The Volt performance is outstanding. It feels great to drive. I could never go back.” I could never go back.” • “Drives beautifully – lots of pep and it handles curves like a luxury car.” • “Drives beautifully – lots of pep and it handles curves like a luxury car.” • “Uses virtually no gasoline. Good looking car. Drives nicely. Center • “Uses virtually no gasoline. Good looking car. Drives nicely. Center stack command center is nice.” stack command center is nice.”
First Customers Describe Their Volt…. First Customers Describe Their Volt…. It is extremely quick, quiet and New and exciting. The comfortable. It has best thing Chevy has the feeling and ride done since the 1957 of my 1999 Lexus Chevy Bel Air. GS ‐ 400. Environmentally friendly, breakthrough technology, very high quality , no user compromises. A huge first step on our journey away from gas powered vehicles. A fun to drive mid ‐ size luxury Can't get the grin off my face. hi ‐ tech advanced electric . A All the joy of an electric, none Prius killer. A life saver for of the worry . the human race. A protector I want this to be sold of the American way of life. EVERYWHERE to EVERYONE. My office on wheels. An With a million Volts we'd example to the world of reduce our oil dependency a American technology. great deal.
Volt buyers lead the segment and are in the top 10 for all Volt buyers lead the segment and are in the top 10 for all vehicles in satisfaction with the product and vehicles in satisfaction with the product and recommendation of the manufacturer recommendation of the manufacturer New Vehicle Experience 18 Volt n=50, Prius n= 232 Source: 2011 NVCS Q1 (Oct – Dec 2010) with sample size over 50 Source: 2011 NVCS Q1 (Oct – Dec 2010)
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