What’s with the Chevy Volt tagline: More car than electric”

Brands are often defined by their tagline; FedEx – the world on time for example. But the new Chevy Volt, the hybrid electric vehicle, what’s with the tagline? If they are promoting an electric hybrid vehicle, why not focus on the benefits and the unique aspect of it being both gas-driven and electric? What the heck does “more car than electric” mean?

If II parse the words correctly, the tagline seems to be saying that being a car is significantly “better” (more powerful, faster, runs on available gas?) than being an electric, zero emissions vehicle that reduces green house gases. The question is, do they know their market? Are they selling to green-focused consumers who want to not pollute and reduce the green house gas emissions, or are they thinking the performance oriented Midwestern driver with the pick up is going to jump on this hybrid opportunity?

With branding and tag lines you focus on the simplest words that convey meaning and differentiation to the potentially most loyal consumer.

GM, Chevy – you guys can figure this out really, you can. You just got out debt, now don’t mislead consumers with a weird, apologetic and confusing tagline.