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Inside Colbert Nation…

By Bob Lutz
GM Vice Chairman

What a week it’s been so far …

First, we had Tuesday’s GMNext centennial celebration and global broadcast, culminating in the reveal of the production Chevrolet Volt, which was a terrific experience. Then Wednesday came an experience I must confess was like no other I’ve had in my career — I was interviewed on The Colbert Report.

I will start off by stating for the record that Stephen Colbert is a comic genius, absolutely manic but absolutely hilarious. He used to do GM Goodwrench TV commercials for us a few years back, FYI. I’d like to thank him and everyone at the show for the opportunity to be a guest. The whole thing was a great time, from the moment we arrived at the studio.

It was an unusual interview, to be sure! As the interviewee, you must understand that he is trying to extract meaningful information, while remaining “in character” as a pompous, self-admiring but largely clueless talk-show host. Satire is one of my favorite things, and that show has it down as well as any.

I was warned not to try to counter his humor with offerings of my own: “He’ll inevitably win. You should just smile, and play it straight.”

I resolved to obey, but lost it as the “interview” began: if one has any sense of humor at all, it’s just impossible not to have it triggered when engaged by Colbert’s brilliant but outrageous persona. It turns out, unfortunately, that “outrageous” is the main bandwidth of my humor, so I found my responses coming reasonably fast and automatically. Although if you see the interview, you’ll notice some pauses on my part. Those pauses were not because I didn’t know what to say; they were time needed to index through and discard the truly dangerous answers!

Once we got going, I think we “connected,” and the time just flew. But “fun challenge” aside, the key facts on Volt came out: 40-mile electric range, great overall range, advanced lithium-ion battery technology and so on. Those facts are now known to the huge Colbert Nation, which consists primarily of millions of educated, successful young people, including many who are not generally predisposed to consider GM cars.

As for Stephen Colbert: totally delightful, charming, funny, sincere off-stage, and obviously brilliant. All in all, an experience as useful as it was unconventional!

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