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GM Resurrects Bolt EV With Ad Blitz Amid Federal Battery Probe

  • Ads to run during Major League Baseball opening-day games
  • Marketers undertake ‘tricky’ task after fires led to recall
Chevrolet Bolt EV

Chevrolet Bolt EV

Photographer: Emily Elconin/Bloomberg

General Motors Co. is preparing an advertising blitz as the company resumes production of its Chevrolet Bolt electric vehicle in a move to revive sales after recalling every one of them ever made because of rare but destructive battery fires.

GM said it will advertise the Bolt and slightly larger Bolt EUV electric vehicles during every Major League Baseball opening-day game on Thursday to tell consumers that the vehicle is back. Chevy will spend more advertising the Bolt this year than any vehicle in its lineup except its top seller, the Silverado pickup truck.