Hybrids send NAIAS into overdrive
By J.D. Leichtman
C & G Staff Writer
DETROIT—In a way, it’s a bit ironic that the newest hybrid cars, trucks and SUVs are being unveiled in Detroit.
Yes, Detroit is the Motor City. But it’s always been the “gas motor” city, the “365 horsepower V8 motor” city. Nowhere in the “Welcome to Detroit” tourist handbook does it say anything about the “fuel-efficient gas-electric hybrid motor” city.
Or is that part being rewritten?
On the same weekend when they blew audiences away with the unveiling of the highly anticipated Camaro Concept, which features a 400-horsepower LS2 6.0-liter small block V8, General Motors embraced the hybrid concept with the unveiling of the 2007 Saturn Vue Green Line, the 2008 Chevrolet Tahoe Hybrid and the 2008 GMC Yukon Hybrid.
“While we may not be the first to the hybrid segment, we’re in the game with two new and distinct technologies and two new hybrid models with a bunch more on the way, demonstrating GM’s commitment to customer choice,” said Mark LaNeve, General Motors North America’s vice president of sales, service and marketing.
GM isn’t alone by a long shot.
Several automakers, both domestic and foreign, unveiled their latest plans to grab a piece of the hybrid market at the 2006 North American International Auto Show, which is open to the public from Jan. 14-22 at Cobo Hall in Detroit.
For those not familiar with how the gas-electric hybrid works, think of a car as having five basic stages of activity: startup, acceleration, cruising, deceleration and idling.
In a hybrid, the startup and idling phases draw power from the electric battery, conserving that $2.50/gallon tank of regular unleaded.
During the acceleration and cruising stages, a hybrid engine primarily uses gas but will also utilize electric power when it needs an extra “oomph” on the road.
The hybrid engine then flips back to electric power during the deceleration stage.
Since electric power is used primarily in the startup and idling stages, which occur more often during city driving than during highway driving, there is generally no significant difference between the city and highway fuel economy numbers on a hybrid.
The 2006 Mercury Mariner Hybrid, for example, gets an estimated 33 miles per gallon in the city, but only 29 miles per gallon on the highway. The 2007 Toyota Camry has a range of 43 miles per gallon in the city and 37 miles per gallon on the highway. Keep in mind, the Mariner is an SUV, the Camry is a sedan.
Drivers never have to recharge the electric battery pack, as it automatically regenerates its power during the course of a normal day.
“Going forward, you’ll see products that have a very clear point of view,” said Mark Fields, executive vice president for Ford Motor Company. “It’s these products that will make Ford America’s car company. We at Ford are taking back our future.”
Part of that future is the 2006 Escape Hybrid and aforementioned Mercury Mariner, as well as Ford’s goal of generating 250,000 hybrid vehicles annually by 2010.
DaimlerChrysler, GM and BMW have entered into an agreement to share energy-efficient innovations in technology – something they hope will bring greater success to weaning the world off its oil dependency.
A plaque in the BMW section of the NAIAS promoted the partnership:
“A common platform in hybrid drive technologies facilitates the timely deployment of the best technology to the market; it serves and strengthens the innovative abilities of all the companies involved.”
The company that is most on top of its game, however, appears to be Toyota, which displayed not one, but three hybrid vehicles – Camry, Highlander and Prius – at the NAIAS.
Don Esmond, senior vice president of Toyota, called the new Camry the “most technologically advanced power system ever,” and emphasized the increasing worldwide popularity of hybrids.
Hybrids “are quickly establishing themselves as a critical factor in ‘pride of ownership,’” said Esmond.
But Toyota is a long way from coasting across the finish line. The hybrid market is uncharted water, and everybody is taking the plunge. With increasing technology and decreasing prices, it won’t be long before hybrids are a common sight — even on Motor City pavement.
You can reach J.D.
Leichtman at jdleichtman@candgnews.com