Chevrolet Volt faces toughest test--consumers

Scientists, journalists and a slew of other alleged experts have all weighed in on the 2011 Chevrolet Volt, and now the only verdict that truly matters--the public's--will be rendered.

General Motors said 6,348 consumers have taken the extended-range car for a spin during a 12-city “Volt Unplugged Tour,” and not surprisingly, GM's reviewers like it.

Still, initial feedback does appear to be truly positive. Kris Trexler, a member of the Volt's consumer-advisory board, said he liked the ride and handling. The car is built on underpinnings similar to those of the Cruze, called Delta, and it's billed as a conventional drive.

“It's just got this solid, heavy, feel, a substantial feel,” Trexler told AutoWeek at the Los Angeles auto show. He lives in Southern California and works in the film industry--someone GM would like to draw in with the Volt. Trexler also formerly leased an EV1. He says the Volt should fit into his daily lifestyle, and he has ordered a red one.

“I'm not going to use gas very often,” he said.

The Volt received ratings from the EPA on Wednesday, and it will get the mpg equivalent of 93 mpg. It will achieve 37 mpg on just gasoline, and 60 mpg-e when employing both forms of propulsion. The agency said the car will have a range of 35 miles on electricity.

The Volt has had far-ranging effects for GM. The highly anticipated car survived the company's historic bankruptcy and served as a glimmer of hope for employees and investors. GM's lucrative stock offering last week was likely helped by the promise and delivery of the Volt.

Art Spinella, president of CNW Marketing research in Bandon, Ore., says early data shows Volt consumers have an average income of more than $85,000 and are split evenly between men and women. The average age is 44 years old.

"Consumers will have to see significant price reductions for the Volt to become a mainstream product, although that isn't necessary for GM to sell it profitably," Spinella said. "Clearly the Volt will have a significant draw to dealership showrooms, with some transition purchases to other models such as the Cruze."

The car can travel on electricity before a generator kicks on to extend range. The Volt will sticker at $41,000, though tax incentives could reduce that to about $33,500.

“We're excited about our confidence,” GM marketing vice president Joel Ewanik said. “This is not the same company.” The GM honcho drove 2,394 miles from Detroit to California for the auto show in a cross-country demonstration of its abilities.

The Nissan Leaf is chief competition for the Volt as both cars pioneer electric technology. The Nissan is all-electric, though it doesn't have an extended-range capability--offering an interesting choice for consumers. Nissan recently announced that the Leaf would get the equivalent of 99 mpg, though it won't actually use gasoline.

Also positive for Chevy, the Volt has taken home a long list of honors recently, including a green-car award. About 10,000 will be sold through 2011, and 45,000 will be sold in 2012, GM said. The first Volts will be in owners' hands shortly after Thanksgiving.

AutoWeek's take? The Volt delivers.

In our cover story in the Nov. 8 issue, we summarized: “Aside from the powertrain, the beauty of this car lies in its normalcy. It rides comfortably and quietly, steers adequately, brakes sensationally and handles without too much battery-induced roll.”

In Other News

-- GM said it will invest $163.2 million for engine operations in Flint, Mich.; Bay City, Mich., and Defiance, Ohio. The money will be used to increase output of the 1.4-liter Ecotec four-banger used in the Volt and the Cruze.

--Former GM vice chairman Bob Lutz made an appearance during press days at the L.A. auto show, and at one point, he was seen chatting with Ewanik, who assumed some of Lutz's former marketing duties. Lutz retired from GM earlier this year and is an adviser with sports-car maker Lotus.

--Heidi Klum showed up for the L.A. show for the reveal of the Volkswagen Eos convertible.

“I know a lot about style, but I know a lot about cars too,” she said. Her garage includes a Volkswagen Tiguan and a Beetle.

By Greg Migliore