Launch of an electric car the GM Volt

Launch of an electric car the GM Volt

Presented by • • • 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 • Formerly world‘s biggest car manufacturer for over 60 years • Now falling behind Volkswagen & Toyota • Saved from bankruptcy by U. S. government in 2009 210 190 170 150 130 2001 2002 2003 2004 2005 2006 2007 2008

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

New car registrations in Germany – development 2005 -2009 4000 3500 3000 2500 2000 1500 1000 500 0 2005 2006 2007 2008 2009

New car registrations in Germany – key segments 2009 Small Cars 34% Others 21% Compact Cars 29% Medium-sized Cars 13% Large Cars 4% Total: 3. 800. 000

New car registrations in Germany – compact cars Q 1 2010 Total: 190. 000

Share of Electric driven vehicles on all new registered cars in Germany 2009 Natural gas 34% Electric 1% Diesel 31% Alternative fuel 1% Hybrid 28% Petrol 69% Total: 3. 800. 000 LPG 37% Total: 30. 000

Market opportunity for Volt

Sales projections for the Volt in Germany 250000 200000 150000 100000 50000 0 2011 2012 2013 2014 2015 2020

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 Mac. Book Air & i. Phone • 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 • • • Philipp Bär Sebastian Hippel Benjamin Jobst Arne Jordan Sebastian Kellner Robin Kögel Ansgar Küpper Marcus Mohrig Christian Nürnberger Tim Pullmann Stefan Reinhardt • • 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!