Imagine you’re Joel Ewanick, GM’s global marketing chief, and you’ve got a problem.
You have a subcompact car that, even with a $7,500 government subsidy, sells for the price of a luxury sedan.
It has severly limited range. According to your own company’s director of electric vehicles and batteries, it would take four weeks to drive this subcompact from Detroit to Florida. Which, he admits, is one whole week longer than it would’ve taken to make the trip by bike.
Its sales target for last year was less than 1% of your best selling model’s, but it missed even that unambitious goal by 24%.
Your dealerships from New York to California are refusing deliveries.
Oh, and the car’s best known for catching fire.
So what do you do? Read more →