| This paper examines the successes and failures of General Motors in the electric vehicle (EV) industry from the EV1, released in 1996, to its predecessor, the Chevrolet Volt, which was introduced to the U.S. market in 2010. More importantly, this paper sets the scene for the future and explores the anticipated role EVs will play in helping breathe new life into the American automobile industry. By examining consumer behavior in the green marketplace, the changing American landscape and the ever-evolving needs of new drivers, marketers and public relations professionals working on behalf of GM will be able to better understand how to communicate effectively with key audiences, and ultimately raise awareness of and increase consideration for electric vehicles. The principal hypothesis motivating primary and secondary research concerns a pressing need for alternative means of transportation in the United States of America with soaring gas prices coupled with the reluctance for many Americans to buy into the EV industry. With an increasing number of vehicle models and manufacturers to choose from, it is imperative for GM to keep its commitment to advanced vehicle technology and maintain a high level of consumer satisfaction for its products and services in order to continue to increase its market share in every vehicle division, in every country in which it operates. |
