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The amazing EV of your future is here today! (Yes, but not really)

LOS ANGELES — Recently while watching the World Series on Fox, I came across a commercial for chevrolet. Crazy, isn’t it, watching TV and watching commercials? Anyway, Chevrolet has advertisement five new EVs, complete with stylish, fun-loving drivers of the most favorable age singing Fleetwood Mac’s “Everywhere,” a song I consider stylish despite its 1987 release. ? It’s a good commercial, I can see people getting excited about all this sweet stuff Chevy tram.

Trouble is, you can’t really buy three of those five Chevy EVs everywhere. Or anywhere. The Chevrolet Silverado EV, EV jacket and Spring equinox EV are products of the future, and not necessarily the near future. The jacket The EV is scheduled to launch in the summer of 2023, feces for the fall of 2023 and the Silverado EV through the summer of 2024, but due to ongoing supply shortages and the possibility of more appearing due to growing demand for the battery resources, would anyone be surprised if the schedule was pushed back? In addition, the rollout of those vehicles will be gradual, like Hummer EVs are. For example, Blazer EV SS will arrive several months later than the LT and RS. Then there’s the matter of demand and waiting lists – even if these sweet Chevy EVs actually arrive authorized dealer Once you’ve made a promise, you’ll probably wait for them even longer.

Now, now I have to say that nothing really nefarious is going on here. It’s just very unusual history. Automotive media relations reps are essentially programmed to automatically answer “We do not comment on future products” when asked about future products. It’s a running joke at this point. However, this is GM let the cat out of pocket on national television years before the cars in question were released with initial press releases even earlier in January for the Silverado and September for the Blazer and Equinox. All three are on display proudly this week at LA Auto Showas you can see below.

GM is not alone here either. Stellantis let the world know about Dodge Charger Daytona electric super coupe and jeep scout earlier than usual. Yes, they are technical concepts, but the designs clearly look almost production-ready. These are not fanciful concepts with gullwing doors, camera mirrors and 360-degree swivel seats. Honda’s motobike similarly let the cat out of the bag with Its foreword, a mechanical version of the Blazer, completely went against the company’s usual product cadence. It will usually release pictures and information about a car in the first half of the year and it will go on sale in the second half of the year.

So what’s going on here? My main theory is Tesla fundamentally changed the game. It was the first company to do something completely different by openly bragging about a future product years before it became a reality. We heard about the next generation for the first time Tesla Roadster back in November 2017, while the Cybertruck first stunned the world in 2019. Needless to say, neither is currently for sale. I wouldn’t bother to hypothesize as to why Tesla did this (OK, maybe a little, a cough, stock price), but it is certainly a way to maintain brand interest even though the product line is not transformed, changed, and enhanced with the same frequency as other brands. Clearly, Tesla has no problem telling competitors what the future holds (or at least, they think the trade-off is worth it).

Dodge Charger Daytona SRT . Conceptjeep scout

I think this is the key factor here. Consumers seem to be accepting the possibility of buying a tram much faster than manufacturers can develop and build them. Time is off. As a result, auto brands need to get their names out there and in the door to let prospective electric vehicle customers know that “don’t worry, (insert brand name) it all works.” on electric cars!” As a result, the idea of ​​Chevrolet as an electric vehicle maker strikes a chord with the public, even if they can’t buy all the cars advertised yet. And no, I don’t forget about Chevrolet Bolt EV and EUV. Its American car buyers forgot about it, or rather never knew about it in the first place. This ad should at least put the Bolt back in front of them, even if people are excited about future models.

It will be interesting to see how long this shift in marketing tactic lasts as more and more electric vehicles are built, sold and marketed. Admittedly, in years to come, it will also be interesting to see if rival auto companies change course on a given vehicle after seeing a fundamentally advanced preview of a vehicle. opponent or not. Maybe Ford was inspired to create or maybe change an electric car in the future Mustang after seeing Charger Daytona, or maybe Ram changed things up after getting so much information about the Silverado EV more than two years before it went on sale. Those are the stories I look forward to discovering in the future… when hopefully all these sweet electric cars actually go on sale.

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