This informational report is going to cover a proposition and implementation plan to reintroduce the EV1 program by General Motors. The EV1 was originally one of the first electric cars introduced in the 1990’s by GM. The program was prematurely terminated before GM was able to realize its success. The report will begin by briefly outlining the history and current situation of General Motors and its first attempt at introducing the EV1 to the automotive industry. There were many failures and successes with the program but it was eventually terminated prematurely by GM. The report will provide alternatives to reintroducing the EV1 as well as a redesigned marketing plan to present it to the automotive market and make it one of GM’s most successful investments.
Historical perspective
- GM has been a staple in the automotive industry since 1908 - They currently have many successful brands such as the Cadillac, Buick, and GMC. - Through mergers and acquisitions they have expanded across the globe. - They currently operate domestically and internationally.
Current Situation
- They have experienced troubles in the last decade due to poor management. - They have closed many factories and ignored external threats. - Their sales began to drop in 2000. - Changes in the economy and gas prices have changed the demand for SUV’s and trucks. - GM has had to file chapter 11 bankruptcy.
Alternatives
- Seeking support from both state and federal funding. - Explore new marketing opportunities for the EV1 and create introduction program for specific areas to test public reactions. - Explore alternative battery options to reduce costs. - Design programs to educate the public on benefits of EV technology.
