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Article: Volt's price will test C-E; Ad agency must attract a wide range of buyers.(NEWS)(Campbell-Ewald, advertising agency)
- Article from:
- Crain's Detroit Business
- Article date:
- August 17, 2009
- Author:
CopyrightCOPYRIGHT 2009 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: BILL SHEA
The Chevy Volt made headlines again last week when General Motors Co. loudly touted its estimated 230 mpg city-driving fuel efficiency generating buzz that is free advertising for a car that's not even for sale until the end of next year.
Creating media interest, Detroit advertising and automotive insiders say, is a significant way GM and its longtime advertising agency, Warren-based Campbell-Ewald, will overcome the marketing challenges of persuading consumers to buy a plug-in hybrid compact car with a $40,000-plus price tag.
An estimated 60,000 first-generation Volts, which reportedly cost about $1 billion to develop, will ...