InsideEVs Exclusive Interview with General Motors EV1 Marketing …

18 мая 2014 | Author: | Комментарии к записи InsideEVs Exclusive Interview with General Motors EV1 Marketing … отключены
General Motors EV1

InsideEVs Exclusive Interview General Motors EV1 Marketing John Dabels Part 2

GM EV1 Meets 2011 Chevrolet What Could Have In-Between?

Part 2 Of InsideEV s with GM EV1 Marketing Director Dabels continues .

Editor s   If you missed part one on the behind-the-scenes 411 on Motor s EV1 project, you can check it out .

Mark Hovis (InsideEVs): The that Sam Dellinger and I have is covered in the film (Who the Electric Car) is how could GM crushing the EV1s?

John Speaks Candidly About The EV1

John Dabels: That is simple answer.  It starts controlling the distribution of the cars.  I support GM s decision.

John Yes.   When you buy a car and take that triggers an obligation by the to provide service parts.  I am the law, but if you buy a car at any authorized dealership in the US, the must provide service and for 10 years.

So, you buy an EV1 in California and you move to Maine.  GM has to provide service.  takes care of that

Mark Hovis: I buy that. Our at InsideEVs understand the lease.

Dabels . The mistake GM made was not to the EV1’s again and even a 3rd

Mark Hovis: Why wouldn’t you put in a museum?

John Dabels: are few around.  (Editor s note: is about 40 still in existence in one or another today)

Mark Not enough!

Not The Best Final Of The EV1

John Dabels: The disposal of the was poorly handled, I agree that.  As far as the reason, it was the triggering of the that GM was concerned about.  that is the rationale for that.

Hovis: It looks like GM have gotten the word out on this issue. Failure to do so it open to the conspiracy.

John A little more insight the inner workings of the EV1 program.  the end of 1992, GM is still hemorrhaging The Board replaces Bob Stempel as CEO Jack Smith.

  If you cut through all the press releases, what was a palace coup – the Financial takes over the CEO position the help of Board member Smale of PG, who became chairman.  Smith nor Smale is what would call a car guy.

I discussion of the palace coup come out more when are assessing the EV1 program.  I’m not naïve the financial needs of a company.  I my early years at GM on the financial

  But what a lot of financial staff do not understand is where profits from.  I know that might seem odd but financial seem to spend more looking at how to reduce cost how to generate more revenue.  me a company that saved its way prosperity.

Hovis: OK but how did the financial really affect the EV1?

The Functional GM EV1 Given To The Smithsonian. particular EV1 was returned to GM in 2000 by Phil Karn (phot0 via Tinsley)

John Dabels:   The vivid example occurred at one of the meetings with corporate  Time is Fall 1992.  are eight people in the meeting, is held at the then GM building on Grand Boulevard.  The conference is near the Board room.

   are four of us and four corporate Bob Stempel is the only non-financial guy the corporate staff. The meeting at 3:00.

  A portion of the meeting all the positive publicity the EV1 program is for GM.

We stress that much of the image of GM is among younger who have shied away most GM products.  Jack then GM president, asks many of these people  old to buy cars and if not what do we care?”   question is a perfect example of the in educating the financial staff on the of the program.  Take someone who is say 14 old now.  Do you know how many they are going to buy in their They might buy twenty or more.

  You want that person to your product.  Don’t them mad! (Not s exact words)

Now, in all we (GM) had financial pressures at time.   But the meeting was effectively the knell of the EV1.   At 5:00 stands up, turns to Bob Stempel and “Bob, you can’t afford the A few days later, the board and asks Bob Stempel to resign and Jack in as CEO.

That of the story never gets   But the story is indicative of a going from having by senior management  to no support.   At the time worldwide you’ve got all interest and positive publicity GM.

  But it was ignored.

After the palace the hatchet is taken to the  Jack Smith’s team was on financial guys.  A few years Rick Wagoner, also a guy replaces Jack Smith.  So was the to cut back on the program a right

  A number of years later Wagoner admitted cutting was a mistake.  Here was a tiny by automotive standards generating positive publicity and many innovations.

GM EV1 Interior

Sam Dellinger: that must have frustrating.

John Dabels . of the week.  We used to rank according to credibility. Word of is number one and media is number So where is advertising?

Toward the of the credibility scale. We tried to how the $6- 8 million marketing budget was some maybe $600-800 worth of advertising.

General Motors EV1

Sam Dellinger: doesn’t advertise. (Note Sam a Model S Signature, Chevy and a 10kWh PV solar array. Sam is and living the dream)

GM Could Used Someone Like Musk A Decade Or So Ago

John . Elon Musk understands  well the value of the media.  We have used him.  the positive press about GM had more families coming to – Buick, Chevrolet, Cadillac and divisions – than you would

  You have a teenager saying know what dad, GM has an program and it is really cool. go look at their cars“  me any father that doesn’t to be “cool.”


Sam Dellinger: I agree the car was cool.  is.

John Dabels: But none of the of the media coverage was ever by the financial staff.

Mark What about sales Wasn’t that important?

The EV1 program  was always going to be volume. By automotive standards, volume is a rounding error. Yet got all the press with this volume.

Musk understands the of the media.  The unit volume for EV1 should have mattered but it did

Mark Hovis: What the EV1 program look like had GM stayed the course?

John EV1 would be the number #1 electric GM would be miles ahead. would be a lot more people in

   GM would have more market share…and might avoided bankruptcy.

Mark You spoke of the land speed

John Dabels . Yes.  183 per hour . Not bad for what some considered a glorified golf We  modified a pilot production car and set speed record.

  What took a regular EV1 and had a drag with a Miata, and Nissan The EV1 won, of course.  I think the is on YouTube.

Sam Dellinger: Anything else?

Dabels: That’s enough for Some parts of the story you not have heard.  When ask about a conspiracy, I tell there was no conspiracy to kill the car we weren’t smart enough to of one.

   I’ve given a lot of thought and I believe the reason the Ev1 was due more to a lack of understanding the company of EV1’s value, than some external The real story of EV1’s might not be as exciting as the film but it is a for all.

Many Thanks to Dabels for a walk down lane. If you had a question for John what would it be?

General Motors EV1
General Motors EV1
General Motors EV1
General Motors EV1
General Motors EV1
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