Brands & Branding and Private Labels Case Study

Chevrolet Volt – Can it Recharge General Motors?

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Abstract:
The focus of this case is on General Motors Corporation's differentiation strategy among the hybrid cars in the US. GM is one of the largest automakers and has been a global industry leader since 1931. GM's lack of emphasis on fuel-efficient and environment-friendly hybrid cars, coupled with rising oil prices and global environmental concerns, led it to lose its status against Toyota. GM in its attempt to move ahead in green technology, is coming up with its new concept car 'Chevrolet Volt' in 2010. This is considered as a game-changing technology as it operates on a lithium-ion battery. The case focuses on how GM can gain its market position based on the success of the Chevrolet Volt.

Pedagogical Objectives:

• To examine the changing landscape of the US automobile industry due to fuel economy and environmental issues.
• To discuss the need for alternative fuels, their impact on the environment and different green initiatives in cars.
• To analyse whether Volt would help GM in regaining the market leadership position.

Keywords :  General Motors, Chevrolet Volt, Auto industry, Hybrid cars, Electric car, Lithium ion battery, Japanese competitors, Big three, CO2 emission, Fuel efficiency, Gas guzzling cars, Green initiatives, Recharge, Technology