As the demand for EVs grows at a feverish pace and supply chain constraints coupled with inflation put the squeeze on consumers and manufacturers alike, automakers are looking to find new ways to attract buyers and earn profits as well. General Motors, which is wholly committed to transitioning its entire lineup to electric vehicle versions, has several tricks up its sleeve to woo car buyers. This was revealed during a CNBC interview with Deborah Wahl, the chief marketing officer of GM.
Encouraging motorists to ask questions
GM is aware that the American public has interest in electric vehicles, but how much they know about these new vehicles varies from one person to the next. For this reason, the company has established GM EV Live, a platform that facilitates video chatting through which potential buyers can ask questions about EVs and enjoy a virtual experience with these vehicles without having to visit a physical showroom. Through these interactions, GM is paving the way for more car buyers to choose its brands.
Focusing on more than just EV tech
The Detroit-based automaker is also paying a lot of attention to the tech inside its EVs, not just the technology upon which electric vehicles run. Things such as noise-cancellation technology, driver assistance, sleek vehicle design and others are being looked at as factors that will not only mesmerize motorists but also attract them into making the switch to GM’s electric vehicles.
Sticking to core principles
GM has a rich history, and it plans to leverage this history in its bid to attract EV buyers. For example, the Cadillac has been iconic in America’s auto history, and the tagline of the electric Cadillac is Be Iconic. The company is sticking to its roots, while evolving with the times.
Tapping influencer, celebrity trends
Celebrity endorsements influence buyer habits, and GM is fully exploiting this avenue. From its collaboration with LeBron James to its projects with Breland, a TikTok influencer, the company is determined to reach millions of potential buyers through the latest marketing trends.
By implementing the strategies above, GM hopes to win the hearts and minds of buyers in the different market segments from the luxury buyers to the ordinary motorists seeking a way to commute to work and buy groceries along the way.
It remains to be seen how the different strategies of various startups like Lordstown Motors Corp. (NASDAQ: RIDE) will match up against each other in the competition for buyers of electric vehicles.
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