Auto Show Media Hype: Hybrids raised the ante

I read and scan piles of automotive news everyday.

In auto magazines, for example, I often see a couple of ads for the Ford Escape hybrid, but not an article covering anything about hybrid cars.

Of course, I often do find articles about hybrid cars as well, and that didn't happen much less than a year ago.

Momentum is building.

Likewise, when I get my auto news from the Internet, some days, there is nothing about hybrids, but on many days there is at least some news.

When talk of the North American International Auto Show hit the Net a week ago, little of it was focused on hybrids. Now, hybrids and alternative-fuel vehicles are the buzz of the show.

In particular, the future of hybrid cars and their relationship to hydrogen fuel-cells seems to be a hot topic. Most important, are hybrid cars just automaker buzz, or an automobile revolution?

Many auto analysts are still describing hybrids as hype that won't last more than a couple more years.

I completely disagree. That might not mean much, but so does Toyota, and that means a lot.

First, while Honda was first-to-market with hybrids, Toyota is the undisputed leader of hybrid vehicles, and the Toyota Prius is Best in Class. The Honda Accord Hybrid and the Honda Civic Hybrid are impressive, but Honda has not shown the same commitment to hybrids as has Toyota.

Second, Ford and the Escape hybrid, on the other hand, are produced utilizing leased Toyota hybrid technology.

Third, GM and DaimlerChrysler hybrids? It's all conceptual.

In reality, I don't think Toyota expected hybrid success this quickly, but how can they let up now?

Now the rest of the automotive world is kickin' it into gear, using the North American Auto Show to demonstrate their new green revelations. I bet; however, that auto makers wish this wasn't happening, at least not this year.

Toyota is years ahead of everyone in hybrids. While most automakers are talking about hybrids, Toyota is selling more than they can make of them.

If hybrid vehicles can transition, almost seamlessly, from gas to diesel to hydrogen and fuel cells, as Toyota seems to believe, then Toyota has everything to gain from permeating the market as quickly as possible with it's revolutionary technology.

That's upping the ante. Raising the stakes on your opponent.

The current situation in Iraq, global warming, and smog - something has to be done about gasoline pollution and foreign oil dependency.

Now is the time for action. The early bird will definitely get a big chunk of the worm. Even Ford knows that.

"There'll come a time when everything's a hybrid; it's inevitable, because of the fuel economy and performance and (air pollution) benefits," stated Mary Ann Wright, Director of Ford's hybrid and hydrogen vehicle programs recently.

That's right, performance. Aside from efficiency, hybrid powertrains can be used to increase performance. Even Ford knows performance can sell, and hybrids can out-perform their conventional cousins.

While many consumers might not pay $3000.00 more for fuel efficiency, or pollution reduction, many will pay $3000.00 more for a better performing vehicle, in addition to significantly increased efficiency.

This is the future of hybrids and the newest Prius and Accord Hybrid prove it.

The negative media about hybrids is smoke and mirrors. The hybrid buzz isn't hype, it is the panic of auto executives afraid of losing the future's marketshare.