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