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First-Time Chevy Buyers Flock to Volt

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author photo by Autotrader May 2011

Many car shoppers unfamiliar with Chevrolet are discovering a newfound attraction to the once-fledgling American brand and it's all thanks to the 2011 Chevrolet Volt. According to Chevrolet, its newly-released electric car is leading many customers into its showrooms for the first time ever – and the GM brand is doing its best to make sure shoppers have a car to test drive when they arrive.

Chevrolet says that the vast majority of shoppers interested in the Volt have never before owned one of its vehicles, noting that a staggering nine out of ten Volt buyers trading in a car are new to the brand. That's why Chevy says it's important to have demonstrators on dealer lots, even with hundreds of customers lined up ready to take delivery of the hot new hatchback.

"We know that the best way to experience the Volt is to get behind the wheel and drive it," said Cristi Landy, Chevrolet's marketing director, explaining the importance of dealers having Volts as demonstrators. "It's tough to limit the number of Volts for sale to potential customers when demand is so strong, but the Volt has value to the Chevrolet portfolio well beyond incremental sales."

Indeed, the Volt has been a hot commodity since going on sale late last year, with more than 1,700 units sold to date. But despite the hot demand, Chevrolet has done its best to ensure dealers in California, Connecticut, Maryland, Michigan, New Jersey, New York, Texas, Virginia, and Washington, D.C. – the only places the Volt is available – have a demonstrator on hand for shoppers to drive.

The automaker says that more than 550 demos are currently on dealer lots, with more than 2,500 expected by the end of 2011 as the Volt goes on sale nationwide –all so shoppers can test drive the Volt and experience its cutting edge technology. And while it would be easy to sell the demos just as fast as they come in, even Chevy's dealers agree having the electric hatch on the lot is helping business.

"The Volt is clearly bringing new customers to our dealership," said Rick Alpern, general manager of Keyes Chevrolet in Van Nuys, California. "We are seeing customers who own competitive brands that have never visited a Chevy dealership before. Now they have a Chevy on their shopping list because of the Volt."

Whether the Volt converts these buyers to Chevy owners for life remains to be seen. But with the car's superior technology, excellent efficiency, and futuristic styling wooing car shoppers, it certainly won't hurt.

This image is a stock photo and is not an exact representation of any vehicle offered for sale. Advertised vehicles of this model may have styling, trim levels, colors and optional equipment that differ from the stock photo.
First-Time Chevy Buyers Flock to Volt - Autotrader