HYBRIDS: HOW DETROIT CAN GUN THE ENGINES

摘要

General Motors Corp.'s launch of its EV1 electric car in 1996 stands as a stark reminder of how hard it is to sell consumers on new technology. True, GM mustered a memorable TV ad that showed household appliances celebrating the car's arrival. But it fumbled nearly every other aspect of the marketing, driving the car to a speedy death with a steep price, lease-only deals, and a forbidding application process.