A major American failure: The hybrid vehicle

I was reading the article The Hot Hybrids published by E: The Environmental Magazine that was reposted by MotorTrend.

The article opens, "With $1 billion in taxpayer money poured into the Partnership for a New Generation of Vehicles in the 1990s, Detroit's Big Three developed a trio of hybrid vehicles (with both gasoline and electric drivetrains for maximum fuel economy). The resulting prototypes were shown off at auto shows, but the domestic automakers were steadfast in their refusal to actually produce these consumersubsidized eco-cars."

Always good to see tax-payer dollars hard at work! So, it took a billion tax payer dollars for Detroit to decide there was, "No market for them," and they were, "too expensive to build"? That's just great!

Well, a decade later, U.S. monthly Toyota Prius sales can surpass Audi, Volvo or Saab monthly sales, and the sales potential of the Prius still hasn't fully been tapped. Currently, supply simply cannot keep up with demand.

So what, the critics of hybrid cars say, it's just all the treehuggers and that market will soon run dry. It's just marketing hype they claim.

Fine, maybe it is hype, but couldn't GM use a little marketing hype?

The DetroitNews published an article this weekend called Black October: How one month changed the course of the auto industry. "It was the pivotal event in the month that may be remembered as the industry's Black October, when the vulnerabilities of Detroit's automakers were laid bare in dramatic fashion."

The American auto industry is in serious trouble and that trouble will resonate - has resonated - throughout the American economy, and the worst is yet to come.

Hybrid cars might not be the dominant vehicle of the future; however, in light of the connection between terrorism and foreign oil, global warming, hurricanes, and high gas prices, average Americans have become interested in hybrids. This interest takes them to Toyota and Honda dealerships because consumers are starting to feel like maybe they do have a choice. Maybe there is a difference.

Ultimately, hybrid technology might be expensive, but it is expensive because it requires some of the most advanced automotive technology - it demands invention and innovation. Since the potential of technology, quite simply, has few limits - technology can and will advance.

Hybrid cars utilize this kind of technology that can and will advance. Sure diesel, or biodiesel might compare fairly well with hybrids today, but hybrids are only an emerging technology. Experimental hybrids prove that the potential of hybrid vehicles has barely been tapped. Additionally, hybrid technology can also utilize the advancements made in diesel, biodiesel, hydrogen, or even fuel cells - in addition to hybrid advancements.

In today's world the potential of technology must be chased, and it must be chased ALL the time. For too long the American auto industry has succeeded at maintaining the status quo, rather than driving the technology of the future.

Some might say GM is a fuel cell leader - they are pushing the future, the real future. Maybe, but GM has been promoting this fuel cell future since the Nixon administration. When are real results required? The future cannot always be an excuse for doing nothing today.

When it comes to technology there is always a better, more efficient way to do things. If always finding a better way to do things isn't driving the core of a business, then that business might use technology, but it isn't a technological leader.

For too long, Detroit has used technology to maintain the status quo, not to innovate automaking. The success of the Toyota Prius has changed everything, and the bar has been raised. There is no status quo, there is only innovation.

GM's Bob Lutz once said that GM could have developed a competitor to the Prius by simply diverting a fraction of ONE year's marketing budget to such development. Actually, GM should have just used it's share of the billion dollars of tax payer money with which it was paid to do this.

If hybrids are just hype, why will EVERY major automaker be offering a selection of hybrids within just the next few years? That's a pretty expensive exercise in futility if they are just chasing hype.

Inevitably, hybrids demonstrate the complete failure of the American auto industry. Let's hope they can change, they OWE it to us.