In an uphill battle to cultivate a green image, General Motors will use an appearance today at the eco-centric Los Angeles Auto Show to prove it has the products and technological know-how to back up
Chevy as a progressive, environmentally friendly company. As part of the announcement, GM will debut its gasoline-electric Chevrolet Silverado, the nation's first hybrid pickup.
GM's
approach will involve a massive, worldwide marketing campaign and a lineup of vehicles that uses a variety of fuel-saving technologies--including some that have yet to be created. "In the past, we
haven't told our story as well as we could," says Larry Burns, GM's vp of research and development.
The marketing piece of the strategy will tout Chevrolet's five "Fuel Solutions:"
more efficient internal combustion engines; biofuels such as E85 ethanol; gas-electric hybrids; electrically driven vehicles; and hydrogen fuel cell vehicles. The brand's new tagline is "Chevrolet,
from gas-friendly to gas-free."
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