Former General Motors executive Bob Lutz has done many things in his long and storied career, including importing the Pontiac G8 to American shores and pioneering development of the Chevy Volt. Since leaving GM though, Lutz has been neither bored nor quiet, getting involved in a variety of ventures that includes VIA Motors, a company that turns GM trucks and vans into efficient plug-in hybrids.

Lutz has been one of VIA’s biggest supporters, and now he’s at the helm of the company as Chairman of the Board. It’s a big advantage to have such a big name on board, but can VIA’s trucks really make it in the market?

Bob Lutz is a big proponent of electrified vehicles and he’s publicly defended his baby, the Chevy Volt, against unfair attacks in the past. However, Lutz has also gone on record as saying that GM would have been better served building plug-in hybrid trucks instead of cars … you know, kind of what VIA is doing now. It’s always good to have Bob Lutz on your side, eh? It would also help get you on Jay Leno’s Garage for one, where Lutz brought the VIA for a walk-around.

However, even Bob Lutz can’t make VIA’s VTrux any cheaper, and the $752 a month leasing scheme adds up to more than $70,000 over the 8-year term. VIA claims you’ll save more than $50,000 in fuel during those 8 years, thanks to claimed fuel economy of 63 MPG. VIA also promotes the inherent advantages the VTrux offers by having a massive battery bank on board that allows it to serve as a portable generator. To Lutz the idea of a plug-in hybrid pickup makes sense, but can he convince buyers it makes sense for them as well?