Concept cars are supposed to give consumers a 3-D vision of the future. By design and intent, they are a tease, a way to keep people interested in a brand or model. When a concept car tries to give buyers a reason to change their view of a company, then this automotive design exercise is elevated to a higher art form.
The Chevrolet Volt Concept, unveiled at the North American International Auto Show in Detroit at the beginning of 2007 (after months of well-traveled Internet rumors), could be labeled one of the best of the genre. The Volt is small, but sporty, with room for four adults and even some trunk space. The sophisticated hybrid features a small engine that charges its high-tech batteries, allowing the Volt to run up to 40 miles in all-electric mode but giving it a total range comparable to a gasoline car. Chevrolet claims the fuel economy numbers (which involve more than a little complicated alternative fuel math—more on that later) are 100 mpg or better. And, if produced, it could be plugged in at home to augment the engine’s battery recharging efforts.
Presented as a future model with a planned 2010 introduction, the Chevrolet Volt Concept is an example of General Motors’ advanced technology acumen and is the poster child for the new, environmental direction of the company.
So, how do you evaluate a concept car—other than to just admire it as a piece of automotive art? We would propose the measurement is two-fold:
- Does the car have a chance of making it to production?
- If it does, how closely will it resemble the concept?
With the Volt, GM appears to be heading full steam towards production. Many observers are skeptical of the company’s intent, remembering the famous EV1 public relations fiasco, where the car was introduced with extensive hype only to have it pulled from production after a little more than 1,000 copies were put on the market. But maybe because it also remembers the EV1, GM seems more determined than ever to bring the Volt to the masses. We bet it will be there, though it’s conceivable the timing could slip with the car arriving late in the 2010 calendar year, for instance, or in limited quantities.
GM is staking the company on this car—that’s how important it is. The automaker has seen what Toyota did with the Prius from an image standpoint and is eager to duplicate the feat with the Volt, and other environmentally friendly models due to arrive before and after. But—and it’s a huge “but”—with a car that hinges on advanced technology like the Volt, success is far from a slam dunk. One key component is the lithium-ion battery pack. To hedge its bets, GM has already contracted with three different companies to develop the batteries, figuring one of them will be able to come up with a successful design in time.
Batteries are important, but another major hurdle for GM will be to put together the complicated engineering for this car in mass-produced form. Then, marketing will present a challenge since this promises to be the first factory plug-in hybrid on the consumer market. If the production models don’t deliver on the promised electric range and/or overall fuel economy numbers—or prove to be problematic, as highly technical products often do—GM could be in for a wave of negative publicity instead of the expected kudos for leading the market.
Fuel economy, which is the Volt’s big selling point, relies on the vehicle running mostly on its electric motors and/or using E85 (an ethanol and gasoline mix) to fuel its gasoline engine. Whether it’s able to turn in the electric-only mileage projections remains to be seen and, as with current hybrids, the Volt’s range may depend on how the vehicle is driven. Using E85 is a little more problematic, since it actually produces worse fuel economy than gasoline and its main attraction is that it is a non-petroleum-based fuel.
Since the Volt is badged as a Chevy, the presumption is that it will be sold at Chevrolet dealers alongside conventional gasoline vehicles, traditional gasoline/electric hybrids and flex-fuel vehicles designed to run on E85 or gasoline. Even if the Volt is initially available in limited quantities and locations, GM and its dealers will be challenged to train the sales force to handle this completely different vehicle and its very different customers. The first folks to buy will undoubtedly be early-adopter technology buffs, which could create a culture clash at traditional Chevy dealerships.
All-in-all, the Chevy Volt will usher in a new era for GM. It could mark a high-water mark in the renaissance of the global automotive giant or might be the death-knell of a once-great company. With the stakes this high, we’d bet on the former, though we expect the road to success will produce a bumpy ride.
