TECHIES 2012: Sparking plenty of interest

Date: 17 June 2013

Although the car launched in May 2012, the new technology involved meant a longer lead time than normal in terms of preparing the industry for its arrival. "We'd been on a two-year launch to make sure people understand the car, and that included the RV guys and lease companies," Allen reveals. "There were three things we wanted to do - awareness of the car, association with Vauxhall and differentiation." The final point is an important one, as Allen means positioning the Ampera away from pure electric vehicles. "When EVs start having trouble and cutting prices, if and when that happens, RV providers and lease companies should keep us separate to that because we're a different proposition of a car."

He also tried to distance the Ampera from the Prius Plug-in, as that car can only run for 15 miles on electric power before reverting to traditional hybrid technology. "Hybrid is an internal combustion engine supported by a little electric motor, where we have a plug-in battery vehicle supported where necessary by an internal combustion engine."

But Vauxhall's job with the Ampera is also to increase awareness of this clever new technology and how it can work for businesses and drivers. "Electric vehicles are a slow burner, and retailers are telling us that when customers come in and buy a car they normally know what they want so it's a one-shop experience," explains Allen. "With the Ampera that's not necessarily the case - it's a two- or even three-shop experience because they take a test drive and do more research before the take the leap into an electric vehicle. It's a much longer process."

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