Transcript Folie 1 - FH Nordhausen

Launch of an electric car
the GM Volt
Presented by
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Introduction & Technical Aspects: Falk von Hörsten
Car market in Germany: Sebastian Sonntag
Market opportunity for Volt: Michael Walczak
Mr Volt: Tim Pullmann
Ms Volt: Kathy Kleemann
• Technical director & basic design:
Benjamin Jobst & Markus Brachmann
GM‘s current situation
billion $
• Formerly world‘s biggest car manufacturer for over 60 years
• Now falling behind Volkswagen & Toyota
• Saved from bankruptcy by U.S. government in 2009
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What is the Volt?
Experience a completely new way of driving:
• Fully electric-powered car
• Has all the comforts you experience in a conventional car
• Environmentally friendly and sportive
How does the Volt work?
• The Volt is powered exclusively by an electric motor
• The energy is stored in Lithium-Ion battery packs
• You can drive up to 60 km on battery power alone
• A gas engine can provide electricity for long journeys
• This range extender enables the Volt to drive up to 1000 km
Technical specifications
•Electric motor with 150 horsepower
•Electric range 60 km, with range extension ̴ 1000 km
•Recharge time ̴ 3 hours
•Mileage: 4.7 liters per 100 km in range extension mode, ̴ 1.6 liters combined
•Batteries guaranteed durability: 250,000 km, equals 10 years
•Acceleration: 0-100 kmph: under 9 seconds
The car market in Germany
thousand
New car registrations in Germany –
development 2005-2009
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New car registrations in Germany –
key segments 2009
Small Cars
34%
Others
21%
Large Cars
4%
Compact Cars
28%
Medium-sized Cars
13%
Total: 3.800.000
New car registrations in Germany –
compact cars Q1 2010
BMW 1 Series
13,000
7%
VW Golf
68,500
36%
Others
91,500
48%
Opel Astra
17,000
9%
Total: 190.000
Share of Electric driven vehicles on all new
registered cars in Germany 2009
Electric
1%
Natural gas
34%
Diesel
31%
Petrol
68%
Alternative
fuel
1%
Hybrid
28%
LPG
37%
Total: 3.800.000
Total: 30.000
Market opportunity for Volt
Sales projections for the Volt in Germany
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Marketing challenges
• Create awareness of Volt
• Establish a memorable and unmistakable brand identity
• Create a deep connection with the core target audience
• Visualize how Volt can meet customer needs
• Launch Volt at motor shows (Frankfurt, Geneva)
• 10 year guarantee for the battery (250,000 km)
• Tie up with car rentals (Sixt, Europcar...)
Technical challenges
• Good availability of recharge stations
(supermarkets, car parks, cinemas, universities...)
• Ensure battery security in accidents
• Guarantee & improve battery performance in all conditions
• Continued improvement of the technology (power & efficiency)
• Create more car variations (station wagon, convertible...)
Now who is ready for Volt?
Mr Volt – the typical male purchaser
•35 years old
•Married & father of a child
•marketing executive in a cutting-edge company
•Owns a nice detached house in a suburb
•Visits the opera & cinema regularly
•Enjoys long rides on his mountain-bike
•Uses a MacBook Air & iPhone
•Avid reader of contemporary literature
•Keeps himself informed & subscribes to „Die Zeit“
•Drinks „Krombacher“ to support the rainforest-project
Ms Volt – the typical female purchaser
•30 years old
•Unmarried but in a relationship
•Works as a human resource manager in a big company
•Lives in her own duplex apartment
•Has a mind of her own
•Stays competitive in a men’s world
•Uses a personalized Dell notebook & an Aino cell phone
•Works out regularly in a gym
•Subscribes to Vanity Fair & FAZ
•Buys organic food
Why Volt has to succeed
The future of GM is not good unless…
• …GM succeeds in redefining its image from a producer of gas
guzzlers to an environmentally friendly car maker
• …they manage to establish the Volt as the icon of a green car
• …the Volt becomes a signposting of the GM portfolio
Participants
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Philipp Bär
Sebastian Hippel
Benjamin Jobst
Arne Jordan
Sebastian Kellner
Robin Kögel
Ansgar Küpper
Marcus Mohrig
Christian Nürnberger
Tim Pullmann
Stefan Reinhardt
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Andre Schmiedgen
Sebastian Sonntag
Ronny Varges
Falk von Hörsten
Michael Vopel
Michael Walczak
Kathy Kleemann
Markus Brachmann
• Producer: Keith Lewis
Thank you for your attention!