"It's more car than electric." OK, so I've heard this every day on NPR for the last couple weeks and every time I think...huh? What does that mean? I get it that the Volt is an electric car. I also get it that GM is trying to position the car differently from, say, the Prius. But the tagline? Seriously? The marketer in me knows how this convoluted tagline came about - trying too hard. I envision a group grope think session in which serious heavy hitters with big titles were invited to give their two cents about what would make a good marketing slogan. Because people who don't know anything about marketing always call those "slogans."
I am sure GM must have test-marketed the concept with consumers, so maybe I am really missing something. But for the life of me, I can't figure out what they are trying to say. Perhaps I'm too old and it's too soon to tell what demo they are targeting. The cynical marketer in me says some VP with more gravitas than sense came up with this gem and no one could tell him (or her) "no." But mayhaps I am just too unsophisticated or too elderly to catch on. So I am opening the floor....your thoughts?
