The film submits that GM engaged in negative marketing of the EV1, including customer surveys which emphasized drawbacks to electronic vehicle technology which were not present in the EV1. CARB officials were quoted claiming that they removed their zero emission vehicle quotas in part because they gave weight to such surveys purportedly showing no demand existing for the EV1s. Other charges included, sabotaging their own product program, failure to produce cars to meet existing demand, unusual business practices with regards to leasing versus sales. The film showed an explanation that electric cars needed fewer expensive repairs, so the car dealers would not make as much money over the long term as gasoline-powered cars.
The film also describes the history of automaker efforts to destroy competing technologies, such as their destruction through front companies of public transit systems in the United States in the early 20th century. In addition of EV1, the film also showed Toyota RAV4 EV, Honda EV Plus were being cancelled by their respective car companies, with the crushing of Honda EV Plus gained attention only after a PBS interview. On the other hand, the film claimed Japanese government supported the production of Toyota Prius as a response to the American EV1 program.
The filmmakers suggested that GM did not immediately channel its technological progress with the EV1 into other projects following its cancellation, instead letting the technology languish while focusing on more immediately profitable enterprises such as traditional SUVs. In one interview, the film mentioned that only by government legislation, automakers began to introduce important safety and emissions innovations including seat belts, airbags and catalytic converters.
Though GM cited cost as a deterrent to continuing with the EV1, the film interviewed critics contending that the cost of batteries and electric vehicles would have been reduced significantly if mass production began, due to economies of scale.
