Chevy Volt Presentation
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Transcript of Chevy Volt Presentation
“MORE CAR THAN ELECTRIC”
Anna GalianKeiko Hoen
Sean MohanMatt Rosenthal
If you want an electric car, you need
a CHEVY VOLT
“MORE ELECTRIC THAN CAR”
Anna GalianKeiko Hoen
Sean MohanMatt Rosenthal
Agenda
1. Current Situation2. Product Issues3. Current Positioning 4. The Problem5. The Solution6. Recommendations7. Financials8. Conclusion
Current Situation
• Investment of $1.2 billion in R&D
• Sales lagging competition
• Growing competition in category
Jan
'13
Feb
'13
Mar
'13
Apr '1
3
May
'13
Jun
'13
Jul '13
Aug '1
3
Sep
'13
Oct '1
3
Nov '1
3
Dec '1
3
Jan
'14
Feb
'14
Mar
'14
0
500
1000
1500
2000
2500
3000
3500
4000
Volt's Sales Volume
Volt; 18.07
%
Leaf; 25.98
%
Tesla; 19.04%
Prius; 16.52
%
Oth-ers;
20.38%
*For 3 months
Market Share 2014
Product Issue• Impractical for a
family’s only vehicle▫Cramped back seating▫No A/C for back seats
•Daunting interior for tech-averse consumers▫Complex center console▫Smartphone App▫Screen instead of gauge
cluster
Positioning Issue
“More car than electric”• Positioning Volt as any
other Chevy▫ Wrong target market
• Positioned as if consumers decision is based on:▫ Performance▫ Fuel Efficiency
Target Market & Their Values
Redefined Positioning Statement: “The Chevy Volt is the only electric
vehicle for people with places to go due to its superior range-extension
capabilities, letting them use electricity when they want it, and
gas when they need it to satisfy any distance requirement.”
Recommendation
Old Positioning: “More car than electric”
RecommendationFive things that influence VOLT’s rate of
adoption (Kotler & Keller)COMPATABILITY:• Corporate Partnerships• Demonstrate value to the
commuting consumer
DIVISIBILITY: • Expand rental car pilot
programs• Lock-in exclusive contract
with Avis, Enterprise or other rental companies
COMMUNICABILITY:• Create awareness• Stimulate interest in Volt
through social media conversations
• “Volt Challenge”
COMPLEXITY:• Simplify product description• “Range-extension
capabilities”
Relative Advantage:
Promotional Strategy
No added marketing expendituresReallocate advertising expenses!
Financials
Driving Factors: • Price cut from August ’13• New Chevy Volt 2015 Model
released in August ’14• Modified promotional strategy
85% Sales
Volume(2013 - 2015)
2016 Net Profit
$2.8 billion
(annual) 2013 2014 2015 2016
Sales Volume
23,094
38,336
76,672
153,344
2013 2014 2015 20160
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
Sales Volume
81% Profitability
(2013 - 2015)
Current Positioning:Sales not meeting projections…
WHY?
Recommendation
“More car than electric”
“Electric when you want it, gas when you
need it.”
1. Simplify Product Description2. Corporate Partnerships3. Expand Rental Car Programs4. Stimulate Interest
• Social Media• Volt Challenge
Sales Volume
85%
Without additional advertising spending
Conclusion
Positioning Problem
Any Questions?
Appendix
Appendix
Appendix Volt’s Sales Volume
MonthJan '13
Feb '13
Mar '13
Apr '13
May '13
Jun '13
Jul '13
Aug '13
Sep '13
Oct '13
Nov '13
Dec '13
Jan '14
Feb '14
Mar '14
Sales volume (units)
1140 1626 1478 1306 1607 2698 1788 3351 1766 2022 1920 2392 918 1210 1478
Jan '13
Feb '13
Mar '13
Apr '13
May '13
Jun '13
Jul '13
Aug '13
Sep '13
Oct '13
Nov '13
Dec '13
Jan '14
Feb '14
Mar '14
0
500
1000
1500
2000
2500
3000
3500
4000
Sales volume
Axis Title
Competition – Market ShareVolt Leaf Tesla Prius Others Total
Sales 2013 23094 22610 17650 12088 20400 95842Market Share
201324.10% 23.59% 18.42% 12.61% 21.29%
100.00%
Sales 2014 3606 5184 3800 3296 4067 19953Market share
201418.07% 25.98% 19.04% 16.52% 20.38%
100.00%
Volt; 18.07%
Leaf; 25.98%
Tesla; 19.04%
Prius; 16.52%
Others; 20.38%
*For 3 months
Market Share 2014
Volt; 24.10%
Leaf; 23.59%
Tesla; 18.42%
Prius; 12.61%
Others; 21.29%
Market Share 2013
Appendix