General Motors succeeded in creating some rare buzz through its cryptic, logo-less “230 8-11” ads (the “0” was a smiley-faced electrical outlet). Now comes the buzz-kill. The company boasted on Tuesday that, under a new US government methodology, its Chevrolet Volt would be rated at 230 miles per gallon – the first vehicle ever to crack triple digits. Using the same calculus, the all-electric Nissan Leaf, also set to be introduced in late 2010, does infinite miles per gallon. By counting only the portion of a typical daily drive using gasoline rather than converting the calorific value of electricity, GM has won a marketing battle. It may yet lose the war for market share.

On one hand, the Volt, technically an extended-range electric vehicle that uses a gasoline charger after about 40 miles, will be more practical than all-electric competitors. The Leaf and a vehicle already produced by China’s BYD – and slated for US sales in 2011 – get 150 and 50 per cent more miles, respectively. But the Volt’s total range is a far longer 300 miles. Conversely, the Volt may cost 50 per cent more than either competitor, even after generous subsidies of $7,500. Then there is hybrid champ Toyota, which will beat both GM and Nissan to the US market with a plug-in hybrid later this year.