DETROIT, MI — Chevrolet plans to introduce two advertisements on Thursday to promote the return of the Bolt EV and EUV in 2022, following a recall related to battery fires that halted manufacture of the electric vehicles for around seven months.
To overcome the recall, which put a damper on General Motors’ EV ramp-up, the brand stated that it expected Bolt media spending to outpace all other nameplates except the Silverado truck.
The advertisements are intended to “promote the broader Chevrolet EV message,” according to Steve Majoros, director of Chevrolet marketing.
They will make their Major League Baseball debut on Opening Day. One advertisement, named “Mom,” depicts a motorist conversing on the phone with his mother for nearly an hour while still having plenty of battery life left in his Bolt. The other, titled “Life Changes,” depicts a Bolt technician demonstrating to a pregnant mother the convenience of EV ownership.
The two locations will “alleviate EV ownership anxiety,” Majoros said.
Chevy restarted Bolt production and began shipping vehicles to dealers this week following the resolution of the recall, which was caused by a problem in LG Energy Solution batteries. Majoros said approximately 800 pieces of dealer stock are available for sale this month.
Majoros stated that the new advertisements will not mention the recall.