General Motors Corporation: Ev1 Introduction campaign
Ed DingerOVERVIEW
In December 1996 General Motors Corporation (GM) became the first major automaker in almost 80 years to market an electric car, dubbed the EV1. The car's debut came just months after the California Air Resources Board had reluctantly decided to postpone a mandate requiring that 2 percent of cars sold in the state by 1998 be powered by electricity. Regulators agreed to change the mandate to 10 percent by 2003, but only if automakers began voluntarily introducing electric cars. With the EV1, GM effectively shifted the discussion about electric cars from...