Back in August of 2021, Chevrolet recalled every single Bolt EV and Bolt EUV it had ever made over fire risks. Now, it’s finally restarting production of the all-electric siblings and launching a couple of new ads. In fact, it plans to spend more on EV advertising than on just about any other product this summer.
Steve Majoros, director of Chevrolet marketing, told reporters Wednesday that only the Silverado would have more media spending this year. And that makes sense considering how hard the brand was hit when the full effect of the Bolt recall took hold. Before that, Chevrolet was on track to easily take second place in total EV sales during 2021 behind only Tesla.
After the recall took place in August, Ford and its Mustang Mach-E charged hard and ended up stealing the spot at the last minute as Chevrolet stood idle. Now the bow-tie badge has a couple of ads that will debut during the opening day of the Major League Baseball season.
Read Also: The Chevrolet Bolt EV May Not Be Around For Much Longer
Majoros told Automotive News that the ads are designed to “bring forward the broader Chevrolet EV message” and that they won’t address the recalls. “We are not minimizing or making light of the situation. We’re going to always be humble. We’re going to be sensitive,” he said. “But we’re not going to overplay that. We have done a lot of work with… our owners.”
In one ad, battery range is the focus as a young man takes an hour-long phone call from his mother while driving and skips the gas stations on the way since he has many miles of range remaining. In the other ad, a technician finishes installing a home charging station for an expectant mother and emphasizes how much easier caring for her car will be compared to her unborn child. Very smooth Chevy.
It will be interesting to see how these ads (and future ones) influence sales for General Motors. This year it plans to gain more market share with the release of the Hummer EV, the Cadillac Lyriq, and of course, the relaunch of the Bolt EV and Bolt EUV. We can’t wait to see if they manage to take back second place or if Ford and its F-150 Lightning will prevent that.
https://www.youtube.com/watch?v=Zghn-QnOxhI