| At the 2007 Los Angeles Auto Show, General | | | | complex technologies, some that exist and |
| Motors Corp. will showcase a green Chevrolet | | | | some yet to be realized, and transform it |
| by launching the gas-electric Silverado, the | | | | into something marketable and digestible to |
| nation's first hybrid pickup. This is GM's | | | | American shoppers. |
| effort to make its best-selling brand, the | | | | |
| center of an urgent attempt to cast the | | | | The marketing piece of the strategy will tout |
| automaker as a progressive, environmentally | | | | Chevrolet's five "Fuel Solutions:" more |
| friendly company to consumers around the | | | | efficient internal combustion engines; |
| globe. | | | | biofuels such as E85 ethanol; gas-electric |
| | | | hybrids; electrically driven vehicles; and |
| The largest American automaker is battling | | | | hydrogen fuel cell vehicles. The brand's new |
| with the industry's craving for a greener | | | | tagline is "Chevrolet, from gas-friendly to |
| image to improve mileage and at the same time | | | | gas-free," the report continued. |
| respond to environmental issues. | | | | |
| | | | Additionally, GM plans to eventually offer a |
| "In the past, we haven't told our story as | | | | green version of virtually every Chevy model. |
| well as we could," said Larry Burns, GM's | | | | Taking the center stage is the Chevrolet |
| vice president of research and development. | | | | Volt, GM's much-hyped, ambitious plug-in |
| "And this is a competitive game." The | | | | hybrid car launched at the Detroit auto show |
| approach will involve a massive, worldwide | | | | in January. |
| marketing campaign and a lineup of vehicles | | | | |
| that uses a variety of fuel-saving | | | | But the Volt and the fuel cell project remain |
| technologies - including some that have yet | | | | veiled in uncertainty. The automaker is still |
| to be created. | | | | working to develop a lithium-ion battery |
| | | | durable and affordable enough to power a Volt |
| As part of GM's announcement, the automaker | | | | for the mass market, and an infrastructure |
| will also introduce the iconic Silverado. The | | | | for hydrogen vehicles does not yet exist, |
| Detroit-based automaker is under pressure to | | | | DetNews revealed. But a number of other |
| beat a less-than-stellar reputation when it | | | | technologies are either on the market or on |
| comes to the environment, and trying to do so | | | | the way. |
| minus the legendary Toyota Motor Corp.'s | | | | |
| Prius hybrid. Just like Bilstein, the | | | | "They don't have a strong history of being as |
| automaker is expected to exude efficiency | | | | environmentally focused as Toyota or even |
| with sacrificing flexibility. | | | | Ford (Motor Co.) with its Escape" hybrid SUV, |
| | | | said Michael Robinet of CSM Worldwide, an |
| Toyota's success with the Prius has boosted | | | | automotive forecasting firm in Northville. |
| the brand synonymous with environmental | | | | |
| consciousness, an image that has propelled | | | | Robinet said that GM has the product to |
| the Japanese automaker's success worldwide, | | | | become credible, even among import-loving |
| said The Detroit News. "That bought them an | | | | East and West coasters who want to drive |
| image every other automaker would die for," | | | | green vehicles. "It all has to do with |
| GM's Burns said. | | | | product," he said. "There is no reason, as |
| | | | long as the product is right, that someone |
| On the contrary, the new strategy for the | | | | like General Motors can't do well there, too. |
| Chevy brand intends to take a portfolio of | | | | |