Is The Chevy Volt Our Generation's Edsel?

BY. Matthew C. Keegan

When Wall Street Journal reporter Stephen Moore shared his thoughts about the all-new Chevy Camaro, a car that he loves, he took a swipe at another Chevy product, the not yet built Volt. That latter product is GM's first major stab at vehicle electrification beyond EV-1, the electric car that GM failed to build the first time around. Moore's swipe isn't so much against the technology as it is against the Volt program's cost, something he has compared to the failed Edsel program from the Ford Motor Company.

Moore's comments has some people upset including fans at the GM-Volt site which has supported the model since it was first announced two years ago. Moore later followed up his initial comments with Lyle Dennis, the site's owner, by saying that his comparison with the Edsel had more to do with costs than with design or engineering.

Inasmuch as Moore clarified his comments, there are some important things to take into consideration when examining the Chevrolet Volt project. Among these concerns are:

GM is bankrupt – Let's face it: the only way that the Volt project launches is with massive government support. GM is out of money and is on the federal government dole. Bankruptcy is imminent meaning that the automaker will be facing severe restructuring including the retirement of costly and under performing brands and product lines.

The Volt is too expensive – With a sticker price in the neighborhood of $40,000, the Volt is too expensive and not a right fit for Chevrolet. Priced even higher than a Cadillac CTS, GM is hoping that buyers will be attracted to the car's $7500 tax credit which means that you're still getting a compact sedan that will cost you $32,500.

All electric with extended range – Though technically not a hybrid, the Volt will run purely on electric power for about 40 miles before a small, gas engine will kick in. GM has designed the Volt to appeal to people who make short commutes to back and forth to work, who would only need the extended range as a supplemental back up.

Too much, too little, too late – What was once a good idea may be eclipsed before the Volt hits the marketplace. Development time has taken too long, there has been too little urgency on GM's part to win over customers in advance of the car's release and by the time the Volt hits the market in November 2010, it could be too late for GM.

One thing that the Volt has over the Edsel is its good looks. Unfortunately, good looks only wins beauty contests and does little to convince customers that they are getting behind a real winner.
Matthew C. Keegan

Matthew C. Keegan is a freelance writer who resides in North Carolina. Matt is a contributing writer for Andy's Auto Sport an aftermarket supplier of quality parts including Chevy Tahoe rims and Mitsubishi Eclipse rims.