Alternative energy proponents and the automotive world focused in on plug-in hybrids and pure electric cars in San Jose, Ca this week as Plug-In 2008, brought Detroit automakers together with utilities, component manufacturers and eco-tech entrepreneurs from around the world who are working on making plug-in electric cars a practical and commercial reality in the near, rather than distant future.
Jon Lauckner, head of global vehicle development for General Motors, set the tone for the conference during the opening of the Plug-In 2008 conference saying, “We can no longer rely on oil to provide the bulk of our transportation fuel. It’s just that simple and that obvious. We believe the ultimate solution involves the electrification of the automobile as soon as possible. The discussion has shifted from if this happens to when this happens.”
There remains little doubt that the era of plug-in electric automobiles is upon us. Skyrocketing gas prices have finally forced the American public into a long overdue shift in their relationship with their cars and trucks. They are primed and ready to say goodbye to their internal combustion relics and to embrace a world where they are whisked to their destination silently on power supplied primarily by a 110 volt electrical outlet in their garage. The good news is this shift has occurred at a time when advances in technology make it possible for the average consumer to actually make the shift to a hybrid vehicle.
Toyota Prius Plug-In
For the first time since Toyota introduced the Prius some 10 years ago, hybrid demand far exceeds supply. Dealers report wait lists of 4 and 5 months as automakers struggle to find ways to meet demand. This is not a reflection of the auto industry’s willingness to build hybrids. Rather, it’s a reflection of bottlenecks in the various supply chains responsible for providing the automakers with batteries and other essential components. The shift to electric vehicles is well underway and now it’s industry’s turn to try to catch up to consumer demand. They will and we predict they will do it well in advance of all but the most optimistic pundits.
As if to punctuate the inevitability of the plug in vehicle, internet giant Google used Plug-In 2008 as an opportunity to announce the first of their investments, $2.75 million in furthering the technology. Last June Google.org launched RechargeIT, an initiative to accelerate the adoption of plug-in electric vehicles. At the time Google requested investment proposals (RFP) from teams working on technologies relevant to this goal. At the conference, Google announced RechargeIT investments in two promising companies tackling the challenge of vehicle electrification.
Aptera All Electric Vehicle
Aptera Motors of Carlsbad, California is building an ultra-high efficiency vehicle based on improved aerodynamics and composite materials. Aptera’s first prototype achieved over 230 miles per gallon during testing, and they are developing an all-electric as well as a plug-in hybrid vehicle based on this design.
ActaCell is an Austin-based company working to commercialize lithium-ion battery technology developed at the University of Texas at Austin. ActaCell’s technology offers the promise of improved battery cycle life and lower costs, while maintaining a focus on battery safety, all of which are important factors in the widespread adoption of plug-in vehicles.
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Google has been living their commitment to plug-in technology by fielding a fleet of hybrids vehicles, withplug in conversions for use by their employees. In actual driving, over a 7 week period, they averaged 49.1 mpg for their Ford Escapes and a whopping 93.5 mpg with their Toyota Prius plug-ins. You can read on Google’s commitment to advancing plug in technologies by visiting RechargeIt.com
As always, there will be winners and losers in the battle for dominance in the plug-in hybrid markets. There is no doubt that Toyota has a considerable edge on the rest of the field thanks to their early commitment to the commercialization of hybrid vehicles, but the design of the Prius is definitely one for the ecological purists. Of all the others entering the field, we still think GM is showing the greatest initiative and is headed most strongly in the right direction with their Chevy Volt. Rather than opting for smaller, more economical cars combined with less efficient hybrids that combine battery and conventional motive power, like Ford appears to be doing, the Volt is a pure electric hybrid with only a small engine designed to recharge the batteries rather than supply power to the wheels.
2007 Chevy Volt
This advanced technology combined with aggressive styling that should appeal to a much wider cross section of the buying public and will put GM in good stead as it launches itself headlong into the market against the formidable Toyota.
Studies have shown that the majority of new hybrid buyers are doing so to gain better efficiency as well as to feel good about doing their part to help America rid itself of its dependence on foreign oil. In general they’re disinclined to compute a return on the additional costs of the hybrid over conventional cars. They just want to save money while doing their part and, for the most part, unlike the majority of hybrid buyers in the past, they don’t necessarily want to be viewed as a committed ecologist who gladly forgoes style to identify themselves thusly. In fact, environmental concerns are far less a motivation than economy and national security when it comes to their decision to buy a hybrid vehicle.
Fisker Karma
As such, one thing remains as true as it ever was. If automakers want to sell plug-in electric cars, they better make them good looking as well as functional. It probably doesn’t matter whether they make them “sexy”, or “bad” or “hot” looking but if they only make them practical and appealing to our common sense and direct our self image toward being a guy who is proud of putting the environment first, they are likely to be abandoned in favor of more appealing models.
Tesla Rodster
This explains our fascination with the Tesla Roadster and Flisker Karma, two all-electric, high-end sports cars that promise 200+ mile ranges, 125 mph top speeds and AC Cobra-like acceleration of 0 to 60 in under 4 seconds along price tags north of more and more people’s homes every day. These are the cars that will blaze the trail and make it almost as cool to own one of the various “civilian” offerings, the kind you can also drive with pride.
The future of plug-in cars is now and it’s a great time to be alive and to witness the metamorphosis of the auto industry. Still, I can’t help but wonder; can George Jetson be far behind?
