Hey GM - Can I Watch My Volt Being Made?
TheGMSource - As you may have heard, Chevrolet announced earlier this week that buyers of the 2011 Chevrolet Corvette Z06 or ZR1 can choose an option to help assemble their cars’ LS7 or LS9 engines at General Motors’ Performance Build Center (PBC) in Wixom, Mich. The fun doesn't stop there. Buyers can also fly (or drive) down to Bowling Green, Kentucky to watch their Corvette be made and they also have the option of attend driving school in Arizona or Nevada, and take delivery of their vehicles at the National Corvette Museum.
Sounds pretty cool, right? When my first of 5,000 Pontiac Solstice was being made I remember waiting for word daily from my dealer on build codes and where my vehicle stood in terms of the build process. I ran into a dealer on SolsticeForum.com that was able to assist me with build codes, right down to the exact date my car was made, and where it stood in terms of loading the light rail system and ultimately headed to my driveway. All of that was free.
The Corvette program isn't. The price tag for the Engine Build Experience is an option with a suggested retail price of $5,800. If selected by would be buyers a special concierge contacts the customer to verify participation and help coordinate arrangements. Included in the $5,800 is not travel arrangements to or from metro-Detroit. That's on the buyer to arrange. Something we don't think will be an issue for somebody able to afford a Corvette Z06 or ZR1. We're talking about $70k - $100k cars here folks.
Why Stop At The Corvette?
It's pretty safe to assume that GM has the build process down to a science when it comes to the Corvette's engine and vehicle assembly in Bowling Green. They've had enough practice at it, afterall that should any "issues" arise during the owner attended build process they will be minimal and addressed on the spot. But, why should GM stop the "build your own" program with the Corvette?
There is soon to be a very small group of passionate and vocal buyers about to enter Chevy's showrooms. A smaller group than Corvette owners, and some may say more passionate. Some of these buyers are returning to GM for the first time in years. Others? Possibly never have been in a Chevy showroom depending on vehicles their parents drove. These buyers are Chevrolet Volt owners.
GM CEO Ed Whitacre, Jr. has said GM will build about 10,000 Volts during its first full year of production. There's no doubting the fact that GM will "learn as it goes" with the Volt but, why not bring the public along for the ride? With an expected retail price of about $32,500 after tax-credits the Volt would fall under the category of the Corvette. If a buyer can afford a Volt, considering the limited production numbers and almost sure dealer mark-up, then they can afford the extra cost of flying to Detroit to see the battery made, or the Volt assembled in GM's Hamtramck facility.
The Volt is a revolutionary, some say historic car. A program that lets buyers from the get-go participate in their vehicles assembly process would be an idea and marketing program just the same.
Josh E. Oliver
JOliver@TheGMSource.com