Unnecessarily Viral Story of the Week: GM Volt Buyers 'Idiots'
By Michelle Krebs September 8, 2009Audi of America President Johan de Nysschen said to a reporter last week something to the 
effect of "people who want to buy Chevrolet's Volt (General Motors Co.'s endlessly hyped extended-range electric vehicle) are idiots."
Strong sentiment, to be sure. But worthy of the Internet firestorm the remark (in whatever form) fueled through the Labor Day weekend? Hardly. Auto industry and media: get a life. Relax. Enjoy a holiday every now and then.
There is something about the Volt - and what it represents as an environmental statement - that some think makes it above reproach. As de Nysschen discovered, criticism of the Volt often is interpreted as a political incorrectness manifesto.
By now, de Nysschen certainly laments the interview with MSN Autos that last Wednesday quoted him as saying the Volt is "a car for idiots." The statement was picked up - and picked apart - by any Web site and blog that's ever mentioned the auto industry.
He later skinned back a bit on Audi's Facebook page by saying he doesn't recall using that exact quote and instead said something more like "there aren't enough idiots" to buy the Volt at what is believed will be a price of at least $40,000.
The distinction seems unimportant (although given the fuss it created, confirmation of the exact quote would be helpful). Edmunds Green Car Advisor elicited reaction from a GM 
spokesman who said de Nysschen's remark didn't seem like "a real bright statement."
At Facebook, de Nysschen said, "...my point was simply one of its economic feasibility today. The 50-percent or so price increase that the Volt represents over a similar gasoline car cannot be offset through the savings from reduced fuel consumption. The only way to offset the extreme premium for the Volt is through taxpayer-funded subsidies. So I question if that makes economic sense."
At the risk of further perpetrating the viral frenzy, why is de Nysschen's statement so inflammatory? We've heard hundreds of executives and engineers diss rivals' products - both on the record and off - despite the fact most avoid doing so with annoying zeal. But there's no reason the Volt shouldn't be fair game.
And more important, the media would do well to dial back the hyperbole. It's already a rare - and often unguarded, unfortunately - moment when any executive gives any comment about any competitor's product. Without putting too fine a point on the comparison, de Nysschen is the German industry's version of GM's own Bob Lutz - the uncommon auto executive who occasionally speaks his mind. For the record.
A few more instances like this, though, and even the de Nysschens and Lutzs of the world will force themselves to keep it zipped. Rather than highlight remarks certain to be "flamed," across the Web, it might be better to frame highly opinionated but cogent comments so everyone can better appreciate their contribution to reasonable dialogue. - Bill Visnic
Photos by Manufactuers
1 - Chevrolet Volt (courtesy GM)
2 - Johan de Nysschen (courtesy Audi)
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People were not allowed to criticise Toyota for the longest time because they never perceived to make mistakes. It was laways easy to criticise GM and other domestic manufacturers. About time that changed.
The Prius was subsided by the US and Japanese taxpayers. I would rather my tax dollars reduced further the need for mid-East oil and helped a US company.
There was an internet firestorm about this comment? I look at Edmunds, Insideline and Auto-observer every day and this is the first I heard of it.
sweet, more GM bashing from Bill V. Just what we expect. Lets focus on car industry news instead of criticizing media stories that Bill happens not to like. No surprise that he agrees with the Audi exec's assessment. Saying the Volt is beyond criticism is the stupidest thing I have ever heard. It has been subject to MUCh criticism since GM unveiled the concept. What world is Bill living in? The internet has had countless stories about the high price, the fact that the car has been discussed for years and wont be here until 2010, the 230mpg claim was attacked, etc.
"There was an internet firestorm about this comment? I look at Edmunds, Insideline and Auto-observer every day and this is the first I heard of it."
No firestorm, the comments were widely reported on the net. Thats it.
I think it has something to do with him calling people who buy electric vehicles and people who buy expensive vehicles for image reason idiots, when he is in charge of a company that exclusively makes overpriced image vehicles and introduced and exorbitantly expensive EV at the exact same time he made those statements. So basically he's calling his own customers idiots. Oh, and idiots is kinda harsh language. An executive in his position is expected to be above such childish actions and speak in a more sophisticated manner, though of course if Bob Lutz were to act like that Bill Visnic wouldn't stop slamming him for weeks. Your anti-GM rantings are getting really old. Let it go Bill. You're just pathetic in your hatred for GM.
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