The Volt Customer Experience The Volt Customer Experience Current - - PowerPoint PPT Presentation

The Volt Customer Experience The 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 Segments Volt is Attracting Buyers from Luxury Segments

Make Replaced

Toyota 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 Purchase Top 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 Influencers Today’s Volt Buyers Are Influencers

Fast Followers (including influencers) Early Adopters 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 Experiences Customer Charging Experiences

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

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

• f my 1999 Lexus

GS‐400.

Can't get the grin off my face. All the joy of an electric, none

• f 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

• f 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