‘Range Anxiety’ Move Pays Off for GM

In the new car marketing world, it doesn't get much better: generate talk about a model before it rolls out and in the process make prospective buyers question the competition.

Chevy Volt
Chevy Volt

By moving to trademark the term "Range Anxiety," GM has created some low level chatter about its soon to be released "Chevy Volt."

And in an added bonus, it has made those competitors ripping the move look childish while also calling in to question if others can offer what the Volt promises.

Sure, on the surface the idea of trade marking range anxiety seems a little ridiculous. But it's actually a smart move and one I'm sure others wish they'd thought of first. It's a no-lose move. If GM gets ownership of the term it can use it to exclusively market the Chevy Volt with a message the public understands.

GM competitors may not care for the company's attempt to corner the market on range anxiety, but they'd be wise not to complain about it in the press. Every time they do, it will simply generate publicity for the Volt and highlight why it is different than the Nissan Leaf and Tesla Roadster. On top of that, as one veteran marketer in the industry put it, "GM getting the term 'Range Anxiety' shouldn't be a big defining moment in the electric car race. Don't make it into a bigger deal than it is."

As the saying goes, any publicity is good publicity. Especially when it's for a car that hasn't even hit showrooms yet.

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