After roughly seven months of production shutdown on the company’s Bolt EV and EUV due to a battery fire recall, Chevrolet will relaunch sales via two advertisements set to air on the opening day of the Major League Baseball season.
The new advertisements are set to debut Thursday, titled “Mom” and “Life Changes”, reports Automotive News.
According to Steve Majoros, director of Chevrolet marketing, the ad spots will “bring forward the broader Chevrolet EV message,” and also “put EV ownership angst at ease.” These ads will not address the Bolt EV recall.
Ad spending by Chevrolet for the Bolt EVs will top all General Motors EV brands, except for the Silverado pickup truck.
Production of the Bolt restarted recently and new cars were shipping to dealers this week, after the recall linked to battery defects from LG Energy Solution. There will be roughly 800 Chevy Bolt EVs available for dealers in April.
“We are not minimizing or making light of the situation. We’re going to always be humble. We’re going to be sensitive,” said Majoros, speaking to the media on Wednesday. “But we’re not going to overplay that. We have done a lot of work with … our owners.”
GM is investing over $35 billion to bring 30 EV models worldwide through 2025. Electric versions of the Silverado, Equinox and Blazer are set to debut in 2023.
Chevy said Bolt EV and EUV sales in the U.S. could be at their highest ever in 2022, exceeding last year’s sales of nearly 25,000.
Last August, Chevy recalled nearly every Bolt EV ever made, consisting of over 140,000 in total; the majority of the repair costs are being paid for by LG, with the cost ranging up to $2 billion.
