the volt customer experience - automotive news€¦ · top reasons for purchase. source: ... •...
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The Volt Customer ExperienceThe Volt Customer Experience
• 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 willing to try something new and unproven when making a big purchase
• 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
• 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 willing to try something new and unproven when making a big purchase
• 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
Current Volt Buyers Are Primarily Early Technology Adopters Current Volt Buyers Are Primarily Early Technology Adopters
Early Buyer Survey Wave 2
Predominately Male 90%
College Graduate 80%
Advanced Degree 45%
Work Full Time 65%
• 74% replaced a vehicle in their household when they purchased the Volt– Toyota, Honda and Chevrolet were the makes replaced most often– 86% replaced a non-GM vehicle
• A significant percentage of buyers replaced a luxury vehicle with the Volt
• 74% replaced a vehicle in their household when they purchased the Volt– Toyota, Honda and Chevrolet were the makes replaced most often– 86% replaced a non-GM vehicle
• A significant percentage of buyers replaced a luxury vehicle with the Volt
Volt is Attracting Buyers from Luxury SegmentsVolt is Attracting Buyers from Luxury Segments
Make ReplacedToyota 18%Honda 15%Chevrolet 10%BMW 7%Lexus 7%Mercedes Benz 4%Volkswagen 4%
Model Replaced
Toyota Prius 12%
Honda Accord 5%
Honda Civic Hybrid 5%
BMW 3-Series 3%
All others <3%
All others <3%
GM
CONQUEST(replaced non-GM)
Q. What is the make/model of the vehicle you replaced? Source: Volt Early Buyer Study
• Reducing dependence on foreign oil
• Presence of an onboard generator
• American made
• Technological innovation
• Drive gas free
• Environmentally friendly
• Reducing dependence on foreign oil
• Presence of an onboard generator
• American made
• Technological innovation
• Drive gas free
• Environmentally friendly
Top Reasons for PurchaseTop Reasons for Purchase
Source: Volt Early Buyer Study
• Volt Buyers will change over time• Each successive wave of consumers relies on the experiences and
recommendations of previous buyers • Early buyers will serve as advocates and influencers for future buyers
• Volt Buyers will change over time• Each successive wave of consumers relies on the experiences and
recommendations of previous buyers• Early buyers will serve as advocates and influencers for future buyers
Today’s Volt Buyers Are InfluencersToday’s Volt Buyers Are Influencers
Fast Followers
(including
influencers)
EarlyAdopters
Non‐Early
Adopters
• 2/3 of miles driven are electric
• 1.4 million electric miles to date
• Driving about 1 month/900 miles between fill ups
• Volt is being used as expected – Customers are primarily
driving electrically
– Range extender is critical to Volt’s success
• 2/3 of miles driven are electric
• 1.4 million electric miles to date
• Driving about 1 month/900 miles between fill ups
• Volt is being used as expected – Customers are primarily
driving electrically
– Range extender is critical to Volt’s success
OnStar Data Collected through May…OnStar Data Collected through May…
Source: OnStar
Customer Charging ExperiencesCustomer Charging Experiences240V Charging
• 50% of Volt customers have installed a 240V home charger– About half of 240V home charging customers are taking advantage of the Department of
Energy programs
Satisfaction
• 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 constraint.
• Those who use a 240V home charger were more likely to be ‘completely satisfied’ with the charging experience. – 93% completely or very satisfied
Public Charging
• There was limited experience with public charging
240V Charging
• 50% of Volt customers have installed a 240V home charger– About half of 240V home charging customers are taking advantage of the Department of
Energy programs
Satisfaction
• 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 constraint.
• Those who use a 240V home charger were more likely to be ‘completely satisfied’ with the charging experience.– 93% completely or very satisfied
Public Charging
• There was limited experience with public charging
• As informed as our current buyers are… the mainstream market is still confused – More consumer education
needed as we move into the mass market
– Confusing MPGe terms
– Associate EVs with golf cart/poor performance
– Range variability
• As informed as our current buyers are… the mainstream market is still confused– More consumer education
needed as we move into the mass market
– Confusing MPGe terms
– Associate EVs with golf cart/poor performance
– Range variability
Mass Market Challenges Mass Market Challenges
Very well received
But too much of a good thing…
Very well received
But too much of a good thing…
Volt Advisors Volt Advisors
• “The Volt performance is outstanding. It feels great to drive. I could never go back.”
• “Drives beautifully – lots of pep and it handles curves like a luxury car.”
• “Uses virtually no gasoline. Good looking car. Drives nicely. Center stack command center is nice.”
• “The Volt performance is outstanding. It feels great to drive. I could never go back.”
• “Drives beautifully – lots of pep and it handles curves like a luxury car.”
• “Uses virtually no gasoline. Good looking car. Drives nicely. Center stack command center is nice.”
Customer Quotes…Customer Quotes…
It is extremely quick,
quiet and
comfortable. It has
the feeling and ride
of my 1999 Lexus
GS‐400.
Can't get the grin off my face.
All the joy of an electric, none
of the worry.
I want this to be sold
EVERYWHERE to EVERYONE.
With a million Volts we'd
reduce our oil dependency a
great deal.
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
hi‐tech advanced electric . A
Prius
killer. A life saver for
the human race. A protector
of the American way of life.
My office on wheels. An
example to the world of
American technology.
New and exciting. The
best thing Chevy has
done since the 1957
Chevy Bel
Air.
First Customers Describe Their Volt….First Customers Describe Their Volt….
Volt buyers lead the segment and are in the top 10 for all vehicles in satisfaction with the product and recommendation of the manufacturer
Volt buyers lead the segment and are in the top 10 for all vehicles in satisfaction with the product and recommendation of the manufacturer
Source: 2011 NVCS Q1 (Oct – Dec 2010)
New Vehicle Experience
18
Source: 2011 NVCS Q1 (Oct – Dec 2010) with sample size over 50
Volt n=50, Prius n= 232