What is 230? EPA MPG of the VOLT

A VOLT. This ad is on TV and has what is likely the most nonsensical music track ever made. Typical of buzzmaker saturation advertizing, this obviously has a power implication and employs the color green so what does it mean?

Some virtual detective work by Advertising Age — and rounds of phone calls — reveal the marketer behind the effort is General Motors Co. But neither the company nor its agencies would say exactly what the campaign is for.

“I’m glad it’s getting out there,” but no one wants to talk about it until next Tuesday, said Mike Rosen, president of GM agency Starcom, New York, who then declined to offer further comment.

A Chevrolet spokesman said he had no information on the 230 site and whether it was linked to the Chevrolet Volt, GM’s upcoming electric car. He added that GM has scheduled a press conference for Aug. 11, but he cautioned it is not necessarily related to the 230 teaser site. He declined to make further comment.

Google results lead to www.whatis230.com which has little detail to offer.

UPDATE:

The biggest bombshell is Henderson’s announcement that the “230″ marketing campaign floating around for the past week is related to the Volt.

The EPA has released a new methodology for determining a draft fuel economy standard for extended-range EVs like the Volt, and under this new procedure, the Volt will have a composite urban fuel economy rating of 230 mpg! On the electric side, the Volt will consume 25 kW/hours per 100 miles. That makes the Volt the first car ever to get a triple digit fuel economy rating.

According to Frank Weber, vehicle chief engineer for the Volt, the number is based on combined electric only driving and charge sustaining mode with the engine running. He declined to get specific about the proportions, but did say that the urban cycle would be predominantly EV only. The EPA has been studying real world vehicle usage and is developing the formulas to try and provide a representative number of what most customers could expect to achieve. In addition to the composite number, the new EPA stickers will likely also get numbers for mileage in charge sustaining mode and electric efficiency in EV mode.

OP/ED
Apparently this EPA report gave them such joy that they had to make PR with it, even though you cant buy one until end of 2010… and there will not be a cash for clunkers solution to affording it. More to follow