What kind of help is Ford seeking from Toyota?

Updated: 2:07 PM Pacific

There are rumors coming out of Japan that Ford is seeking some kind of assistance from Toyota, but it is not known exactly what kind of assistance Ford is exploring. Nonetheless, early reports indicate that Ford is interested in Toyota's hybrid and fuel cell technology. With fuel economy and global warming becoming ever more important issues in the U.S., it isn't surprising that Ford might be seeking more hybrid assistance from Toyota.

Already, Ford utilizes some Toyota hybrid technology for its hybrid vehicles, the Escape hybrid and the Mercury Mariner hybrid. Thus, could Ford be seeking help on another hybrid vehicle?

Since tax credits for Toyota hybrids have been reduced, the sales of Toyota hybrids have slowed. In this market, a serious Prius challenger might be able to make some important gains in the hybrid vehicle segment, especially for a company like Ford. Moreover, if Toyota helped Ford challenge the Prius, Toyota would still make money off of the deal by licensing their hybrid technology - a move in which Toyota has claimed significant interest.

NYTimes review of Mercury and Vue hybrids

If you are interested in a hybrid SUV, particularly an American-made hybrid SUV, you might find the article Saturn Vue and Mercury Mariner: Hybrids, Mild or Seasoned, From the Motor City interesting. In a nutshell, the Saturn Vue hybrid is likable, but it comes a up a little short compared to other hybrid vehicles. The Mercury Mariner hybrid is a very fine hybrid vehicle, but costly. As I've stated in the past, the Vue hybrid might be a good buy for highway drivers looking for an economical American-made hybrid, though I still consider this hybrid SUV to be a mild hybrid. The Mariner hybrid is mostly a luxury hybrid that provides great performance and fuel efficiency, but it cannot really be defined as economical. Anyway, check out the rest of the article by following the link above.

Civic and Escape hybrid sales up big in October

Sales of the Honda Civic hybrid were up 890% in October compared to October 2005, reaching 2,288 units sold. The Ford Escape hybrid and the Mariner hybrid hit 1,602 units combined, up 30.6% compared to October 2005. The sales of all other hybrid vehicles were down in October 2006 compared to October 2005.

So what is the story? Why are sales of the Toyota Prius, for example, down while the Civic hybrid is up? Or why are sales of the Highlander hybrid down, while sales of the Escape hybrid are up?

Well, I'd bet it all comes down to tax incentives. October was the first month that tax incentives for Toyota hybrids were cut in half.

While Prius sales were down about 12%, Toyota still sold 8,733 of the hybrid vehicles - far more than Honda's Civic hybrid. Nonetheless, it will be interesting to see what happens over the next couple of months. If gas prices begin to again go up, I think Prius sales will be fine despite the lower tax incentive. If gas prices remain stable, this downward trend might continue.

(Source: Green Car Congress)

An interesting week for hybrid cars

It was an interesting week for hybrid cars. It started with Peugeot's C-Matisse diesel hybrid vehicle. While only a concept vehicle, this hybrid demonstrates that Peugeot is preparing for the hybrid revolution. By 2010, when I predict the hybrid revolution will really getting rolling, Peugeot will be ready.

Then there was an Intellichoice award for the Mariner hybrid, the debut of the 2008 Mariner hybrid, and the debut of the 2007 Nissan Altima hybrid. Plus a number of other hybrid stories which you can review by scrolling down on this blog.

Still, my favorite piece of hybrid news this week was the Astrolab solar hybrid vehicle. This is going to be a production vehicle, not a concept car. While solar hybrids are a long way away from the mainstream, this vehicle demonstrates that the potential of hybrid technology is only just emerging. Shucks, throw in a small fuel cell and the 'hydrogen highway' might not even be needed.

Today's hybrid cars are just the beginning.

Mariner hybrid wins inaugural Intellichoice Award

This week the Mariner hybrid won the first Motorist’s Choice Award for compact SUVs by IntelliChoice.com and AutoPacific.

“The Motorist’s Choice Award is a testament to the Mercury Mariner Hybrid’s distinctive design, SUV versatility and the hybrid technology,” says Mike Richards, general marketing manager, Lincoln Mercury. “The Mariner Hybrid offers customers an unmatched combination of economic value, environmental benefit, and emotional appeal.”

(Source: Ford Blog)

2008 Mercury Mariner hybrid to debut today

Ford will debut the 2008 Mercury Mariner hybrid today at the South Florida International Auto Show according to the Detroit News. Available in early March, the new hybrid Mariner will offer a redesigned interior and exterior, front wheel or four-wheel drive, and upgraded software for its hybrid powertrain which is said to improve performance.

Additionally, "Outside, there are major changes to the front and rear fascias, liftgate, lamps, grille and hood. Ford raised the beltline and removed the previous model's molding and body cladding to give the vehicle a cleaner and more substantial appearance."

"Inside, satin pewter finishes and chrome accents combine with two-tone dash materials to create a more stylish look, while ice blue instrument lighting has been added to give the vehicle a more techno feel at night. The Mariner's utilitarian center console controls have been replaced with a more modern set that gives it a more architectural look, and cabin noise has been reduced."

(Full Detroit News Story)

Who cares? Clinton and his hybrid vehicle

I'm sorry. I don't really care about Bill Clinton and his new Mercury Mariner hybrid (more). I say, it's long over due. I say the Clintons, and EVERY single member of Congress, should have been driving a hybrid vehicle for several years now. Instead, a few members drive flex-fuel vehicles - that rarely see a drop of E85. That is not a worthy statement.

Too many members of Congress and many other politicians make bold statements about the price of gasoline, foreign oil dependency and the environment - yet, they drive gas-guzzlers. These people cannot only afford hybrid vehicles, they have the greatest responsibility to drive them.

Surprise, Surprise? Ford Breaks Hybrid Promises

Not long ago Ford stated that hybrid cars were an important technology for the company and that 250,000 Ford hybrids would be produced by 2010. While, Toyota has already far surpassed that number, less than a year after that historic and bold announcement, Ford has already given up on the plan.

Instead of hybrids, Ford is now promising 500,000 flex fuel vehicles by 2010. "What I didn't foresee at the time was how rapidly other technologies would evolve," he wrote. "Now, I am convinced that the objective we had set earlier to build capacity for 250,000 hybrids at the end of the decade is too narrow to achieve our larger goals of substantially improving fuel economy and CO2 performance." (MORE)

Is the end of Ford near? I say it is. By 2010 Toyota will probably be close to selling more than 1 million hybrid cars per year, more than twice the number of significantly cheaper flex-fuel vehicles that Ford will produce. Quite simply Ford can't compete.

Ford expands interest-free hybrid vehicle loans

A few weeks ago Ford began offering interest free loans on the Ford Escape hybrid and the Mercury Mariner hybrid, but only in Washington D.C. and California. Starting Monday and through July 5, Ford will extend this program to the entire nation.

In the first quarter of this year, sales of Ford hybrid cars are up 7% compared to a year ago (CNN).

Mercury Mariner hybrid Green Car of the Year

The Green Car Journal has picked the Mercury Mariner hybrid as the Green Car of the Year. (more)

Slow hybrid sales push Ford incentives

Ford's hybrid slump isn't a surprise

So far this year Ford has sold about 1000 hybrid vehicles, as sales for both the Ford Escape hybrid and the Mercury Mariner hybrid have slowed. Ironically, as Ford has increased hybrid marketing, sales have simply not kept pace and this has resulted in incentives as high as $1000.00 for Ford's hybrids (more).

Why?

I remember my first Escape hybrid test drive, which left me very unimpressed. It wasn't that I didn't appreciate the vehicle - I did - I just thought the cost was simply far too expensive.

I felt the same away about the Toyota Highlander hybrid, which I also love, but the price difference between the Highlander hybrid and a conventional Highlander, is the definition of sticker shock.

That doesn't mean I wouldn't buy either of these vehicles, I would, if I had to drive SUVs, but I'm not an SUV driver. This highlights the main problem of hybrid SUVs: Who are the customers?

Fans of hybrids are driven mostly by two factors: the environment and foreign oil dependency. Most, but not all, of this customer segment is not interested in hybrid SUVs (I'm not saying hybrid SUV drivers aren't just as committed!!). While there are many others that are concerned about these same issues, they are not driven by these causes, and these people are inevitably going to be driven by cost when it comes to buying a hybrid versus a conventional vehicle.

Many of these hybrid buyers will buy a Prius without thinking about it because there isn't a conventional comparison -I don't buy the Corolla comparison. Every other hybrid, other than the Honda Insight, forces this compare and contrast mentality.

Consequently, until hybrid vehicle costs are more competitive, only unique hybrids such as the Toyota Prius will be hot sellers. There could be exceptions, such as the Toyota Camry hybrid, but that won't be the norm until hybrid battery technology advances.

Of course, all of this could change if the 3 ton SUV small business tax deduction were applied to hybrid vehicles. Let's hope the momentum for this in Congress keeps rolling.

MSNBC reviews the Mercury Mariner hybrid

The Mercury Mariner hybrid was very pleasing in city driving, but not as pleasing during highway driving according the author of this MSNBC article.

Ford to redesign Escape and Mariner hybrids

Ford to update its current hybrid vehicles.

By the end of 2007 Ford plans to redesign both the Ford Escape hybrid and the Mercury Mariner hybrid for the 2008 model year. Ford is going to redesign it's smaller SUVs to give them a bolder design. The move also; however, probably spells the end for the proposed Mazda Tribute hybrid.

"Hybrids, small cars, jazzy designs": Will it work for Ford?

It's hard to make out out Ford's "way forward" plan.

"To stand out in a world awash in car manufacturers, Ford's brands and products have to be clear, relevant and distinct," said Ford Americas President Mark Fields.

According to the DetroitNews that means hybrids, crossovers and small cars, such as the Mercury Mariner hybrid, the Ford Edge and possibly the Reflex hybrid, an insanely hot concept car.

Ford's plan of 250,000 hybrid vehicles by 2010 is a nice step that could position Ford towards success well into the future. Additionally, Ford will enjoy some good P.R. with this move.

Still, let's face it, when it comes to hybrids, it's all about the Toyota Prius. Only the Camry hybrid seems like it could de-throne the Prius, but I wouldn't bet on it.

The Prius dominates because it is a model that is "clear, relevant and distinct."

Only the Honda Insight is as "clear, relevant and distinct", but it is simply too small. A two-seater will forever be a niche vehicle, regardless of whether it is a hybrid or not.

While I like the Ford Escape hybrid, or the Toyota Highlander hybrid, the price difference between a conventional vehicle and its hybrid twin is just too glaring. While I believe these hybrids are worth the price difference, especially in the long run, this math simply will not sell for the average buyer.

To what; however, do you compare the Reflex diesel hybrid?

In the short term, the move to a 'hybrid option' is a bad move for most automakers if they don't have at least one unique hybrid. If you want to be a future leader you can't keep one foot in the past and one foot in the future - it's all or nothing.

If Ford hybrid technology works in the Ford Escape hybrid, then it will work in a "clear, relevant, and distinct" hybrid vehicle as well. If Ford is too afraid to take its own advice regarding future models, then it's already over for Ford.

A Ford hybrid model that could move 100,000 units would be far more important than a hybrid option on 10 different models that will only move 20,000 units per vehicle. A combination of the two could immediately turn things around for Ford via P.R. alone.

It doesn't have to be the Reflex hybrid, but it should be just as "clear, relevant and distinct". If Ford simply follows its own advice it will move forward.

Forget the Mustang, check out the Reflex hybrid vehicle

The Ford Shelby GT500 Mustang, I say so what? Why do you need all that power? Where can you use it?

Yet, Ford tries to build buzz with these kinds of vehicles.

Forget the muscle cars. I say that if Ford could start selling the Reflex hybrid vehicle, right now, at a competitive price, they would have their biggest seller in years.

"J Mays, Ford’s group vice president of design and chief creative officer, described the Ford Reflex concept as the latest exploration of the American small car. Interior seating includes two front seats and an innovative rear seat that can fit two children, one adult, or a baby within an attachable integrated baby seat." (more)

But that isn't really the impressive part. How about 0 to 60 in under 7 seconds while getting about 65 mpg? How? The Ford Reflex Diesel hybrid vehicle is powered by next generation lithium-ion batteries. Sure these new lithium-ion batteries will probably add to the performance of the Escape hybrid and the Mariner hybrid as well, but Ford needs some cool hybrid cars.

Tell me this wouldn't give the Toyota Prius hybrid a run for the money?

How much cooler could the Reflex Diesel hybrid be, literally? The Reflex will use a solar powered roof to run fans that will keep the interior of the vehicle cool when parked in the sun. Additionally, solar panels in the headlights and taillights will help recharge the hybrid batteries.

That's innovation and if Ford did more of that they wouldn't have to announce the lay-offs of thousands of employees next week.

Ford to increase hybrid vehicle advertising

Ford will "put more marketing muscle behind our hybrid" in an effort to increase its appeal among buyers and boost the corporation's green image. (more)

Sure it's great that Ford is going to increase advertising around its hybrid vehicles, the Escape hybrid and the Mariner hybrid, but I imagine this move is more geared towards driving positive buzz around Ford than sales.

Let's face it, Ford isn't selling many hybrids. Still, according to Ford Corporate they could sell more hybrids if they could make more, but they are limited by the lack of availability of hybrid parts. If that's true, then the advertising isn't really needed to drive sales and becomes just a P.R. move.

Hopefully, they will at least create better hybrid commercials than Toyota. I love Toyota's hybrid cars, but their commercials are lacking in the 'cool' factor.

The price of gasoline could get ugly in 2006

In 2005, before Katrina, the price of gasoline had already been on the rise. According to experts unexpectedly higher demand for oil from China disrupted the delicate balance of world wide oil supply and demand. Consequently, when Katrina hit the Gulf, disrupting the even more delicate balance of U.S. refining capacity, gas prices skyrocketed.

If a cold winter followed, energy analysts warned, things would not only get scary regarding natural gas and other heating oils, but the gasoline problem could also worsen.

So, was America lucky we've had a mild winter? That depends.

According to weather forecasters, the same weather patterns that have kept our winter warm, are the same weather patterns that breed hurricanes.

With gas prices already up more than 50 cents compared to last year, what happens if Chinese demand again exceeds expectations, or another hurricane wipes out a number of Gulf refineries?

As if that were not enough, Nigerian 'rebels' are attacking oil platforms in that country, the fifth largest exporter of U.S. oil (more).

But that's an insignificant problem compared to Iran.

Last week, Manouchehr Takin, of the Centre for Global Energy Studies, argued that crude prices could hit $100 a barrel if Iran stopped exporting. "Supply and demand are very tightly balanced," he said.

When it comes to energy, America is now playing Russian Roulette, and chances are America is going to get burned.

Unfortunately, it won't be just high energy costs affecting drivers and slowing the economy if all these events unfold. Sustained $100.00 oil could have devastating consequences for both Ford and GM. Even today, several years since 9/11, the success of these two auto companies is still intrinsically tied to the sale of gas guzzlers.

Sure Ford has the Mercury Mariner hybrid and the Ford Escape hybrid, but GM has yet to put a full hybrid on the road, thus, they can put out about 25,000 hybrids combined.

How many warning signs does it take to realize the world has changed and gas guzzling is no longer acceptable?

In the 90's Congress perceived this problem, that's why they gave the Big 3 a billion dollars of TAXPAYER money to develop fuel efficient vehicles. The Big 3 even developed hybrid cars, but decided they had no future. I guess when you're making $10,000 in profit per gas-guzzler sold you don't think much about the future.

Ironically, even today, both companies are still pushing muscle cars in an attempt to generate new buzz around their companies.

Are the Big 3 still that blind?

How many more times can they pull the trigger before their luck runs out, and will Americans be willing to stop the bleeding if gas hits $4.00 or $5.00 per gallon. Will it be too late then?

When it comes to gasoline, 2006 could get real ugly.

Showing off hybrid vehicles in Detroit.

In Invasion of the Hybrids, BusinessWeek states that "The auto giants are putting the spotlight on their eco-offerings at this year's North American International Auto Show in Detroit."

"Hybrid vehicles are proliferating, and not just because gas prices spiked to above $3 per gallon last year. Auto makers showing off new hybrid vehicles and plans at this week's North American International Auto Show in Detroit realize that having a hybrid vehicle lineup is valuable public relations for their images."

While this might be true, it is very interesting to note that there are some very unique and radical ideas in many of these new hybrids. For example, GM will be releasing a dual mode hybrid powertrain, while Mitsubishi is showing off its In-wheel Electric Vehicle (MIEV) hybrid powertrain, and Ford is displaying the Reflex diesel hybrid vehicle.

The autoshow isn't just about hybrid vehicles, its about new hybrid technology, and it is also about new hybrid parts suppliers. To simply call this PR is an understatement.

So what hybrids are just around the corner?

Ford will add the Mercury Milan hybrid and the Ford Fusion to their hybrid lineup by 2008, along with their current hybrids, the Escape hybrid and the Mariner hybrid.

GM will offer its mild hybrid, the Saturn Vue Greenline Hybrid, next year which will be followed by the Chevrolet Tahoe hybrid, Chevy Equinox hybrid, the Chevy Malibu hybrid, and the Cadillac Escalade hybrid.

Honda will add the Ridgeline hybrid and Pilot hybrid.

Nissan has already announced the Altima hybrid, but the Sentra and Murano hybrids won't be far behind.

Hyundai, Volkswagen, BMW, Chrsyler, Puegeot, Subaru and even Porsche have all announced they will also offer hybrids.

Obviously, Toyota, which launched the Camry hybrid in Detroit, will continue to push full steam ahead into hybrids. "I think everything will be a hybrid, eventually. It will either be a gas hybrid, a diesel hybrid or a fuel-cell hybrid," Jim Press, Toyota's North American president and chief operating officer said.

Hybrid cars aren't just critical for the public realtions of auto corporations, hybrid technology is critical for their very survival.

Hybrids, the Cobra, the Camero and the Detroit Auto Show

I've been watching CNBC's coverage of the Detroit Auto Show all day long, and I've been struck by one thing: the past versus the future.

Today, Toyota's buzz has revolved around one thing, the future and hybrid cars. This morning the Lexus LS460 hybrid was unveiled, but the real hype, the real excitement is around the launch of the new Toyota Camry hybrid. Now, not to be too biased, the launch of the new conventional Camry is also big news, but the hype around the future for Toyota is still hybrids.

On the other hand, much of the buzz for Ford and GM seems to revolve around the past, particularly around the Cobra and Camero muscle cars.

Now I know that Ford has the Escape hybrid and the Mariner hybrid, and GM will soon be launching its own hybrids, but the Detroit Show again demonstrates just how far ahead Toyota is pulling into the future.

And, regarding GM hybrids, some are even questioning 'how hybrid' GM hybrids are really going to be. "What GM is talking about in my book are not hybrids," said David Healy, an auto analyst with Burnham Securities. "These are trucks with humongous starter motors." (more)

What also struck me, unfortunately, was how much horsepower drives America, which clarifies why not only Ford and GM are hyping the Cobra and Camero, but why Toyota is hyping the Lexus LS460 hybrid.

Horsepower is even driving Toyota hybrids.

Phil Lebeau of CNBC noted how hybrids have become focused on horsepower as much as fuel efficiency. Therefore, the Toyota Highlander hybrid gives you V6 performance with V4 fuel efficiency, but the focus is not purely on fuel efficiency. In fact Mr. Lebeau noted that new hybrid batteries, combined with new micro-processors and software, offer hybrid vehicles the ability to be even more fuel efficient, but that efficiency would come at the expense of horsepower.

So, fuel efficiency isn't even the pure driver of hybrids, yet. If gas prices spike in the coming years, that might change; however, if a breakthrough in hybrid batteries occurs, it might not even matter. Such a breakthrough would afford hybrids the ability to offer significant horsepower coupled with unbelievable fuel efficiency.

While gasoline electric hybrids might not dominate the future before fuel cell electric hybrid vehicles, I wouldn't bet against them if I were an automaker. Since computer technology has essentially become the driver of hybrid success, betting against hybrids is like betting that computers don't have any room for improvement.

The Toyota Prius New Year's Rush; Deduction Bias?

Are you planning to buy a new Toyota Prius hybrid car in 2006?

If you have been waiting for the New Year because the hybrid tax deduction for the Prius is bigger than in 2005, then you are not alone. There have been numerous reports of Prius buyers telling dealers to wait until 2006.

So, will this make it hard to buy a Prius in 2006?

Sometimes the beginning of the year can be a slow time for car sales, and this might have an effect on hybrid cars as well. Nonetheless, demand for the Prius has been, and continues to be, far greater than supply. Since the tax deduction for the Prius is both bigger in 2006 and capped, some Prius buyers will not qualify for the hybrid car tax deduction.

All this makes me wonder whether some hybrid vehicle buyers will look at other hybrids such as the Civic hybrid or the Accord hybrid, instead of the Prius, after the Prius deductions meet their cap.

Additionally, since hybrid deductions are capped by manufacturer, the Toyota Highlander hybrid will also be affected by Prius demand. Consequently, the Ford Escape hybrid or the Mariner hybrid could become a better deal simply because they will continue to qualify for the tax deduction longer than the Highlander hybrid.

If you are in the market for a Toyota Prius and the new deduction is a primary concern, you better buy your new hybrid as soon as possible to ensure that you will qualify for the deduction. Unfortunately, many hybrid buyers will already have this in mind, which could make finding a Prius more difficult than ever.

If the hybrid tax deduction won't have a big effect on your return, it might not be a bad idea to shop for a hybrid in these last few days of the year.

It's kind of ironic that Toyota's hybrid success could be to Honda and Ford's gain. The caps for hybrid vehicles are both far too few and too biased. If the government wants to get hybrids on the road as quickly as possible, then the free market approach to caps would have been to cap the total number of hybrids eligible per year, not to cap them by manufacturer.

Now Toyota hybrids will probably meet their cap before GM even starts selling real hybrids. That's a shame.

Foreign hybrids versus American hybrids: Does it matter?

When it comes to hybrid vehicles, does it matter whether the hybrid is made in America or in a foreign country?

For many car buyers, the issue of American-made versus foreign-made is extremely important, but is it as important for hybrid buyers?

My focus at this point in time is hybrid technology. Whether that technology is American or not is a secondary issue. Actually, at this point in time, for me, the question is irrelevant. Since I'm not an SUV guy, and the only American hybrids available at this point in time are hybrid SUVs, such as the Ford Escape hybrid or the Mercury Mariner hybrid, I have little choice.

Is whether a hybrid is American-made, or foreign-made, important to you?

Hybrid car tax estimates for the 2006 Clean Vehicle Tax Credit

While the tax credits for hybrid cars have not been officially calculated by the IRS, ACEE has estimated what those credits should be by vehicle.

Ford Escape Hybrid = 2wd=$2600.00; 4wd=$1950.00
Honda Accord Hybrid = $650.00
Honda Civic Hybrid = Auto=$2100.00; Man=$1700.00
Honda Insight Hybrid = Auto=$1450.00
Lexus RX400h Hybrid = $2,200.00
Mercury Mariner Hybrid = $1950.00
Toyota Highlander Hybrid = 2wd=$2,600.00; 4wd=$2,200.00
Toyota Prius Hybrid = $3150.00

Leasing hybrid cars

I've received several e-mails regarding leasing hybrid cars, or more precisely, the inability to lease hybrids. Even when a lease is offered, the terms of the lease are simply ridiculous.

Yesterday, Scott e-mailed me and told me that he tried to lease a Mercury Mariner hybrid, after putting a downpayment on the next Mariner hybrid to arrive at his dealer. When it arrived, the dealer would only lease it at an extremely high rate.

When I've shopped for hybrids in the Los Angeles area, my dealers wouldn't offer a lease on either the Toyota Highlander hybrid or the Toyota Prius if they had any available on the lot. I've also encountered hints that greasing the hands of the salesperson could get me into a Prius quicker.

I'll be test driving the new Civic hybrid soon and will check into a lease on that vehicle.

Have you had a similar experience?

The future of Ford's hybrid vehicles

Even Ford didn't really buy the concept of hybrid cars when the first Toyota Prius and Honda Insight hit the streets, but they are much more serious now.

Bill Ford has become a very vocal proponent of Ford's hybrid vehicle program and has been lobbying media and Congress to create more tax incentives to develop these vehicles. Hybrids represent automotive innovation, and Bill Ford wants Ford to be the industry's most innovative auto company.

How serious is he? While some skeptics might think it's all just talk, Ford appears to be very serious.

"Anyone who thinks or attempts to convince you that it's business as usual at Ford is wrong and would best serve us all by pursuing their interests elsewhere," Bill Ford said in an audio message e-mailed to workers Monday afternoon. "Our heritage of innovation must be reclaimed and renewed or the greatness of our company will become part of our past. It's that simple."(DetroitNews)

And according to AutoWeek, Ford is pushing far into the hybrid future, already working on its third generation hybrid drive, even though their second generation hybrid drive is still years from reality. Because, "We are not going to be rolling on a very long technology cycle. It's going to be much shorter," states Ford's hybrid head, Nancy Gioia, "Once you get it out there and you have proof of concept that things work, you can miniaturize and take advantage of the things technology can bring. We already have an idea of what Gen III will look like, and we even have ideas for what comes after that."(AutoWeek)

In the short term, Ford is focusing on developing a supply network for hybrid parts, while also finding partners for battery development, or even powertrain development.

One thing is clear; however, it isn't business as usual at Ford. Complacency can no longer survive in the auto industry, and the Ford Escape hybrid and the Mercury Mariner hybrid are just the beginning of the new Ford.

A real hybrid statement from Ford, try hybrid trucks

Thus far Ford has focused all of its hybrid energy around one vehicle type, the SUV, and its near terms plans are all based around the Ford Escape hybrid and related SUVs, such as the Mercury Mariner hybrid and Mazda Tribute hybrid.

While this is a good niche for Ford to follow, considering that SUVs have received gas-guzzling scorn in recent years, trucks are what really makes Ford hum.

So what not a hybrid truck?

There has been an idea in the auto industry that pickup drivers just wouldn't be interested in such technology. These men of men that drive pickups are too busy pulling stumps out of the backyard and hauling tons of whatever here and there. New research; however, shows that fuel efficiency has become one of the most important issues for pickup drivers according to a new R.L. Polk study (more).

Interest in fuel economy, according to the study, has become more important than horsepower, off-road capability and all other attributes combined (and BTW, women have become some of truck's biggest buyers). Since Ford trucks are the nation's best selling vehicles, wouldn't addressing this interest with some hybrid effort be great PR for Ford?

Is Ford missing its best opportunity in hybrid vehicles?

Ford answers hybrid concerns

Just a couple of weeks ago, Ford's head of hybrid vehicles program resigned (more). Amidst the financial restructuring that Ford is exploring, many wondered whether the axe was coming down on Ford's hybrids, thus resulting in this resignation.

Today, Ford, which makes the Ford Escape hybrid and the Mercury Mariner hybrid, announced that its hybrid plans had not changed and that Ford was moving forward with its plan to make 250,000 hybrids by 2010.

Still, it isn't hard to speculate as to whether Ford is really serious about hybrids. By 2010, there is a very good chance that Toyota will sell as many, or even more, than a million hybrids.

Currently, Toyota is selling 3 hybrids, the Toyota Prius, the Highlander Hybrid, and the Lexus RX400h. Soon, Toyota will add the Camry hybrid and a Lexus GS model won't be far behind. Additionally, work on the Toyota Tundra hybrid has already begun and who knows what else Toyota has up its sleeve, such as a hybrid minivan.

In terms of production capability, Toyota could climb several years ahead of Ford by 2010. Then, Ford won't be just competing with Toyota and Honda, but GM, Nissan, Volkswagen, Hyundai, and more.

Ford's hybrid plan will enable them to compete in the hybrid market in 2010, but their current plan won't let them keep the leadership role they currently maintain into 2010.

Hybrid vehicle shopping, again

Every couple months I go out and do some hybrid vehicle shopping to check out demand, availability on the lot, and to take an extra test drive or two. Thus, I hit the dealers in my neighborhood over the weekend for the first time since early August, and the results were not good.

My first stop is always Toyota, home of the Toyota Prius. While I did go there to check out the lot's selection of available new and used Prii, I was more interested in scheduling a time to test drive the Highlander hybrid.

Back in August, the selection of Prii was fantastic on this lot. There were 5 new Prii hybrids found in various packages and colors and there were even 2 used Prii, but there were not any Highlander hybrids. So, I added my name to the waiting list.

This time around; however, there weren't any hybrids on the lot and my saleswoman told me that every hybrid they receive immediately sells. This didn't really surprise me as I know that high gas prices have really driven hybrid demand since I last visited this dealer. Nonetheless, I wanted to know what it would take to get into a Highlander hybrid.

"In two to four weeks," my saleswoman told me, "2 new Highlander hybrids are scheduled to arrive, but we d0n't know the color, options, etc."

So I asked if there was a waiting list and I was told there was not - it was first come first serve.

Now I have several phone numbers and I use different names and numbers so that when I visit the same dealer on multiple occasions, their contact management system finds me as a new customer, rather than a repeat prospect that isn't buying.

So, if there isn't a waiting list, what had I signed two months ago? My guess is that there is no 'official' waiting list at many dealerships, and that different salespeople have their own lists and make calls as hybrids become available.

The last two Highlander hybrids, I was told, were delivered the morning of the previous Saturday and were gone by lunch. Thus, it probably doesn't take too many phone calls - if they are even calling. Maybe there is enough foot traffic that they don't even have to make calls, saving those numbers for when demand cools. Now, it's a salesman's free-for-all when a hybrid hits the lot.

Somewhat disappointed, I left my contact info and headed to Honda to check out the new Civic hybrid. Yet again, however, I was disappointed. I was told there wouldn't be any new Civic hybrids until December - the first two had been pre-sold. The only hybrids on the lot were the Accord hybrids - a vehicle I've already test-driven more than once (So no deals to be had on the first generation Civic hybrid - yet).

At this point, I was ready to call it day, but as two Ford dealers still stood between me and my home, I thought I'd give it a shot. While each did have at least one Escape hybrid on the lot, only fully loaded versions of the hybrid Escape were available, and I asked whether base models are ever available. Sometimes, I was told, but I find that hard to believe, since I haven't seen one in all my visits.

My day still could have been salvaged had I had the opportunity to compare and contrast the Mercury Mariner hybrid to the Escape hybrid, but I'm sure you already know that didn't happen.

If you are in the market for a hybrid, I'd suggest calling before visiting any dealers, especially if you are seeking a particular color, or option's package, as such requests will probably take months to fulfill. If you are looking for a deal on a hybrid....you might want to check back in a year or two.

When it comes to shopping for hybrid cars, unless money is no object, expect to be disappointed. Car-salespeople typically aren't the best salespeople to deal with any way, but when demand overwhelms supply, your salesperson is in complete control.

Are Toyota hybrid truck plans an opportunity for GM hybrids?

Sure GM offers a mild hybrid, but the Silverado hybrid truck barely offers any gains in fuel economy. Really, the best thing about the Chevy hybrid is the ability to plug some tools into the standard electric outlets it offers.

By 2007; however, GM should offer much better hybrid trucks - in terms of fuel efficiency. Of course, so to will the king of hybrid vehicles, Toyota.

Offering the best selling Prius, Toyota sells far more hybrids than any other automaker, but Toyota also sells two hybrid SUVs, the Highlander hybrid and the Lexus RX400h, but what about hybrid trucks?

Currently, Toyota is working on a feasibility study to determine if a Toyota Tundra hybrid can meet consumer demands. According to AutoWeek, because "many truck owners require their vehicles to tow or haul heavy loads over long distances. Hybrid battery power is nearly useless in that aspect. As a result, a pickup cannot scrimp on engine displacement without sacrificing towing performance. That hurts fuel economy, the main benefit of a hybrid."

Only time will tell if Toyota can overcome this issue. For many hybrid truck consumers, towing might be a non-issue, but this could be an area for GM to capitalize. GM's dual-mode hybrid will not rely as much on batteries as much as Toyota hybrids. Thus, GM trucks will not face these towing problems; however, GM trucks might not be as fuel efficient as Toyota trucks. Nonetheless, the hybrid truck segment could offer GM a real window of opportunity.

In addition to Toyota, Ford hybrids, such as the Escape hybrid, or the Mercury Mariner hybrid, also use a powertrain very similar to Toyota, which means that Ford will also face many of the same towing issues as Toyota with Ford hybrid trucks.

Trucks are a huge market in the U.S. and a top selling hybrid truck could be a real winner for GM. I expect the marketing hype to really begin to heat up around this market segment towards the end of 2006, early 2007.

Toyota hybrid vehicle supply running on empty

According to Reuters, Toyota is now buying additional electric motors from Hitachi to meet the increasing demand for its hybrid cars. Recently, it was announced that the supply of Toyota's Prius hybrid car is now down to hours, and the situation isn't much better for the Highlander hybrid. Everything seems to indicate that Toyota will still not be able to catch up to demand even with this new deal.

As Ford has also had problems finding hybrid parts for its Escape hybrid and Mariner hybrid, the problem of hybrids parts - or the lack of - is becoming a serious problem that will require massive restructuring of auto suppliers.

Still, despite the hybrid critics, hybrids are hot and only getting hotter.

Ford not interested in hybrid trucks?

Ford's green push into hybrid cars is not going to include F-Series trucks according to the Detroit News. Already Ford offers the Escape hybrid and a few Mariner hybrids, but hybrid SUVS are the easiest hybrids to find.

Toyota offers the Lexus RX400h and the Highlander hybrid.

While I am happy that Ford is also going to focus its hybrid efforts on sedans and other cars, why not trucks? Giving that product segment to Toyota seems to be the dumbest move Ford could make.

Ford's Best Buzz Bet: Hybrid Trucks

Oil prices continue to climb, as Americans send more and more profit to countries that really don't like Americans.

Ford Automotive isn't doing well. Despite the success of the Ford Escape hybrid, Ford just hasn't been able to build much buzz with any of its new vehicles.

So, how about a Ford hybrid truck?

Sure, Ford won't be able to get too many of them on the road soon, simply because the parts necessary for Ford hybrid powertrains are not well stocked. Nonetheless, Ford could build considerable buzz with such a move - far more buzz than with the Mercury Mariner hybrid.

Foreign oil dependency is becoming a major issue for more and more Americans and Ford has indicated that it plans on utilizing hybrid vehicles to address those issues. While hybrid SUVs are an excellent way to address foreign oil dependency, some consumers ask, "Aren't SUVs part of the problem?"

On the other hand, this criticism isn't nearly as strong regarding pickup trucks.

Since trucks, in many ways, represent Middle America and the average American, "Fight terrorists, buy a hybrid truck," could become a powerful mantra at many Ford dealers - a mantra that is certain to resonate with many consumers.

Letting Toyota develop the first hybrid truck is something that Ford cannot allow. Ford needs buzz, they need to look like an innovator and the first hybrid truck could be just the remedy.

Ford gets bullish on hybrids

"Building hybrids is the right thing to do"

I am very critical of American automakers. While technology has created fuel efficient capabilities, that technology has been combined with larger, heavier vehicles with more horsepower. This has led to ever decreasing fuel economy from American car manufacturers.

The result is average fuel economy that is no different now than it was 20 years ago, which means America has to import more and more oil from foreign countries where the average citizen thinks that America loves Israel and hates all Muslims.

Thus, when I read that Phil Martens, Ford Motor Co.'s group vice president for product creation, not only said that hybrid vehicles were the "right thing to do", but also that Ford would build hybrids focused on fuel efficiency, not performance, a huge smile spread across my face.

Of course Ford already offers two hybrid vehicles, the Escape hybrid and the Mariner hybrid, but those vehicles are only available in very limited numbers, especially the Mariner. In fact, the Toyota Highlander hybrid will probably easily outsell both vehicles combined. While this could be just hype, I believe that Ford is being sincere.

While GM can continue to hype its fuel cell program, cost effective fuel cell vehicles are still more than a decade away. America cannot wait a decade to start addressing its ever increasing foreign oil dependency. Additionally, are fuel cell vehicles even needed?

According to Martens, turbo-charged diesel hybrid vehicles could approach "what a fuel cell does at a fraction of the cost." Additionally, they wouldn't require a brand new energy infrastructure.

The other exciting development is Ford's drive to put hybrid technology into sedans, and not just large SUVs, such as GM. By 2008, Ford wants to release the Ford Fusion hybrid, which will be built on a second generation hybrid powertrain. This should provide a solid vehicle to challenge both the Toyota Camry hybrid and the Prius hybrid.

Overall, I hope that Ford Corporation is as serious about hybrids as Mr. Martens. If so, it gives me real hope that Ford can bring pride back to American automaking.

Ford hybrids cheaper in 5 to 7 years

Ford's Vice President of Product Creation believes the cost of Ford hybrid cars could come down in 5 to 7 years, according to MotorTrend. He also noted that he believes diesel electric hybrid cars will ultimately be more popular and fuel efficient than gasoline electric hybrids.

Ford has been selling the Ford Escape hybrid for almost a year now, and will probably sell about 20,000 of the hybrid SUVs. While Ford has also started selling the Mercury Mariner hybrid, only a few thousand units will be available for sale.

On the other hand, Toyota will easily sell more than 7 times that amount of hybrids. Thus, if it takes Ford 5 - 7 years to reduce hybrid costs, it isn't unreasonable to assume that Toyota could reduce hybrid costs significantly faster.

Hybrid trucks and other hybrid tidbits

As the fifth tropical storm Emily builds in the Gulf, and BP's new deep oil rig Crazyhorse (Thunderhorse Field) sits listing in the Gulf of Mexico, one cannot begin to underestimate the potential of much higher gasoline prices. And if gasoline prices rise, the technology behind hybrid cars becomes significantly more appealing.

According to a new R. L. Polk & Co. study, 97 percent of consumers have heard of hybrid vehicles and 78 percent would consider buying one; however, cost would still limit the majority from taking such action. (More from Car and Driver)

Obviously higher gas prices can help offset the cost barrier.

Yesterday, Ford released its second hybrid, the Mercury Mariner hybrid, and Toyota continues to suggest that a hybrid truck is soon coming. While Toyota has mentioned this possibility in the past, it indicated yesterday that Toyota seeks to offer the first hybrid truck. Still, Toyota has released few details about a Tundra hybrid.

Nonetheless, even if gas prices make hybrids more desirable, will it matter? Demand is still greater than supply, and the new Mariner hybrid really won't help, since only a few 1000 units are even planned.

Toyota, and the very successful Prius hybrid, combined with the Lexus RX400h, the Highlander hybrid, and the Camry hybrid will still only hit about 500,000 total hybrids next year.

Honda's upgraded hybrids, the Civic and the Accord, will help, but American-made hybrids are the missing ingredient. Foreign oil dependency, terrorism, global oil demand, and global warming - America needs leadership and responsibility from American corporations.

It's furiously ironic that GM often speaks of hybrid costs, while touting fuel cells, which are exorbitantly more costly than hybrid vehicles. Yet, GM is considering a fuel cell agreement with Toyota - a company which is building its fuel cell future on the backbone of the hybrid powertrain?

'American-made' automobiles simply mean nothing if they also mean increased 'terrorist-supporting foreign oil dependency.' It's time for Ford and GM to stop talking about a stronger America and to start building a stronger America today, not tomorrow.

Mariner hybrid update

2000 Mercury Mariner hybrids per year? If you want a Mariner hybrid, you'll probably have to order it online, according to an AP report.

On Friday, I noted that Ford might sell 50,000 hybrid vehicles next year, while Toyota will sell 500,000 hybrids. Well, I was wrong. Ford won't even come close to selling 50,000 hybrids. Currently, Ford is only planning to produce between 2000 - 4000 Mariner hybrids per year. How weak is that?

Mercury Mariner hybrid saves the environment on July 11

I was forwarded a press release for the July 11 launch of the Mercury Mariner hybrid penned by Ford's Sustainable Mobility Technologies and Hybrid program director, Mary Ann Wright, which had almost nothing to do with the Mercury Mariner hybrid. In fact, it's reminiscent of Ford's current CEO, whom constantly speaks of his environmental passion, yet his company is consistently ranked as one of the least environmentally-friendly auto companies.

"Recycling and reusing were not just fads for us...they were a way of life that I still practice today, from being a vegan to not buying products that have been tested on animals," Mrs. Wright tells us about her background. "But, beyond the personal choices I make in my everyday life, I have channeled my love of the environment into my profession...which, for me, is the ultimate high."

While Ford has done an excellent job with the Ford Escape hybrid, and the Mercury Mariner hybrid is sure to please, 50,000 hybrid vehicles is but a tiny sliver of Ford automobile sales. Ford can do much better.

The truth is, Ford is not an environmentally friendly company. To be fair, even Toyota, king of hybrid cars, really isn't a very environmentally friendly auto company either. Nonetheless, Ford will probably sell about 50,000 hybrids next year, Toyota aims to sell 500,000 hybrids next year.

It's great that Ford employees love the environment...perhaps, one day, Ford Corporation will also love the environment. Until then, Ford should stick to talking about the quality of their hybrid SUVs - which is great - instead of their love for the environment.

Ford: Choking on its own waste

"Sales of the Ford Explorer, the automaker's second best seller after the F-series pickup, plunged 25.2 percent during the first five months of this year. Expedition sales are down 21.7 percent this year," according to AutoWeek.

SUVs, which once resulted in profit margins of over $10,000 per vehicle, are no longer as profitable because of higher gasoline prices, according to Ford officials.

Did Ford think the party would never end? Considering the mounting evidence of the costs of pollution, did Ford think that gas-guzzling would simply be acceptable, well, forever? Additionally, there were warning signs regarding the geopolitical problems of oil, aside from pollution, in the 70's, 80's, and 90's.

Can Ford only act when they have no other choice?

And what about the customers? $10,000 profit margins, hello? Many question the profit margins of gasoline and oil companies, but not car companies. I guess those fat Union contracts and executive perks need to be maintained at any cost?

While Ford does offer the wonderful Escape hybrid and will soon offer the Mercury Mariner hybrid, those vehicles do not even account for one percent of Ford sales. With such high profit margins, Ford had the resources, just not the vision, to push the development of hybrid cars and return to its automotive leadership role.

Instead, Ford must now choke on the waste of its greed and lack of vision. Unfortunately, so to must the rest of America.

The hybrid car stage, America

While hybrid cars are only a small percentage of total U.S. automobile sales, America is still THE market for hybrids. The hybrid leader, Toyota, sold almost 10,000 Prius hybrid cars in May alone, and recently added the Lexus RX400h and the Highlander hybrid to its lineup. Still, getting your hands on a Toyota hybrid isn't easy, and prices often include significant dealer markups.

Supply simply isn't catching up to demand.

To address the problem, Toyota recently announced that it would begin moving some hybrid production to the States. In late 2006, for example, Toyota will begin building 50,000 Camry hybrids per year in Kentucky and plans to add the Prius to U.S. production as well.

The hybrid component supply chain; however, will remain in Japan and this remains the largest obstacle to mass hybrid vehicle production. Currently, Panasonic EV Energy Co, produces all of Toyota's hybrid batteries, but according to AutoWeek, Toyota wants to move some of this supply chain to the U.S.

"Obtaining the necessary components will be the real restriction in how many hybrid vehicles Toyota manufacturers here," says Jim Press, COO of Toyota Motor Sales U.S.A. Inc.

Other hybrids, such as the Nissan Altima hybrid, which will be built in Tennessee and the Ford Escape hybrid, as well as the Mercury Mariner hybrid, Toyota hopes, will help create new hybrid component manufacturer's in the U.S. Additionally, in late 2007 through 2008, GM and Chrysler will also begin building hybrids in the U.S., and both Ford and Toyota will be adding new models to their hybrid lineups.

All of this hybrid activity should eventually force Japanese battery companies to move some production facilities to the U.S., as well as create a new market for emerging companies and divisions. Until this happens; however, the supply of hybrids is almost certain to continue to trail demand.

While it is a bit disappointing that it will take some time for the hybrid market to truly flourish, this is great news for America. Hybrid technology isn't just going to be an interim technology or bridge to fuel cell vehicles, hybrid technology is going to become fuel cell technology.

In July, Toyota will begin leasing its first fuel cell hybrid vehicle which has "become the first vehicle in Japan to acquire vehicle type certification under the Road Vehicles Act, as amended and enacted on March 31, by Japan's Ministry of Land, Infrastructure and Transport (MLIT)," according to just-auto.com.

Just as with hybrids, America will be THE market for the majority of the first generations of mass produced, commercial fuel cell vehicles. Thus, America must become home to the production of not only fuel cell vehicles, but the technology behind fuel cell vehicles, and that begins with hybrids.

So buy a hybrid vehicle. Not only are you helping fight foreign oil dependency, pollution, and global warming today, but you are helping lay the foundation for a revolution in automotive technology to be built in America.

First Mercury Mariner hybrid sold

The first Mercury Mariner hybrid was auctioned off at a Heal the Bay "Bring Back the Beach" dinner for $47,500. Still, the Mariner hybrid is not available for sale at Ford dealers yet, but it is scheduled to become available later this year.

Will 36,000 Highlander hybrids be enough?

Currently, Toyota is planning to produce 36,000 Highlander hybrids per year, and this won't even come close to fulfilling demand.

While Toyota is trying to consistently ramp up it's hybrid vehicle production capabilities, the interest in hybrids continues to grow at a much faster rate.

Toyota has consistently been able to increase production rates faster and faster on its hybrids, but manufacturing capabilities have not allowed Toyota to come close to matching demand.

This trend will surely continue for some time. Nonetheless, I think Toyota hybrid car production will, minimally, increase by at least 50% per year or more. Within 3 years, Toyota will be making at least 500,000 hybrids per year, in addition to leasing the technology for another 100,000 hybrids, such as the Ford Escape hybrid, Mercury Mariner hybrid, and Nissan Altima hybrid.

What's up with Ford's Mercury hybrid push?

First, I applaud Ford for being the first American automaker with not only the world's first hybrid SUV, but the first American automaker with two hybrid vehicles.

Second, I embrace Ford's commitment to hybrid cars. Ford is planning on releasing the Focus and the Milan as hybrids in the next couple of years, unlike GM which has kept its hybrid focus - if you can call it that - only upon large SUVs and trucks.

Nonetheless, why the rush?

Ford has claimed that Escape hybrid production will be limited in 2005 because of a hybrid battery component shortage. If that is true, why not just produce more Escapes, rather than two limited-supply vehicles?

Or is supply that limited?

In the past Ford has stated that it had secured enough hybrid battery packs for 20,000 hybrids. The last sales numbers that I've seen show that Ford is selling a little more than 1,000 hybrid Escapes per month.

Is the Mercury Mariner hybrid destined to pick up that surplus while building buzz around Ford's hybrid efforts? If so, why?

Toyota would be my guess.

Already Toyota has received downpayments on almost 11,000 units of its first hybrid SUV, the Lexus RX400h. Additionally, there are about another 50,000 interested buyers, and if Toyota can produce enough Lexus hybrid SUVs, the Lexus model alone will outsell the Escape hybrid.

But it doesn't end there.

Just after the Lexus hybrid hits the showroom, the Toyota Highlander hybrid will follow, and interest in that vehicle is as phenomenal as is interest in the Lexus, maybe even greater.

So, Toyota will only be limited by its production capabilities. Without doubt, Toyota can easily move 100,000 hybrid SUVs this year. Combined with the 100,000 Prius hybrids that Toyota has committed to releasing this year, Toyota could easily sell over 200,000 hybrids.

So Ford has to feel very pressured.

Currently, the Honda Accord hybrid is outselling the Ford Escape hybrid, and between the Accord hybrid, the Civic hybrid, and Toyota's Prius, Ford will have a hard time competing - at least in the short term - with these hybrid cars.

The hybrid SUV and truck market is really American automakers best opportunity to grab hybrid marketshare. With GM already eating its foot on hybrid predictions, Ford is a bit in the driver's seat. Unfortunately, Toyota's momentum and the fact that Ford hybrids include licensed Hybrid Synergy Drive technology from Toyota has to be a little unsettling for Ford executives.

Of course not as unsettling as it must be for GM, which is probably two years from entering the hybrid market. Such a head start for Toyota might make its brand almost synonymous with hybrids, much like the Kleenex of tissue.

American automakers should be afraid, be very afraid.

Join the Soultek Hybrid Car Club.

2006 Mercury Mariner Hybrid released in October of 2005

Ford Motor introduced its second gas-electric SUV today, the 2006 Mercury Mariner Hybrid, and announced that the new hybrid will be released more than a year before originally intended to keep up with hybrid vehicle demand.

Unveiled at the Chicago Auto Show, the Mariner Hybrid is similar to the Ford Escape Hybrid that preceded it last year, getting about 33 miles per gallon in the city and 29 miles per gallon on the highway -- or 30 percent more than the regular Mariner SUV according to an MSNreport.

In a press release, Ford said the Mariner Hybrid "is expected to meet the cleanest emissions rating achievable by a fossil-fuel vehicle."

Ford also confirmed plans to introduce hybrid versions of its Milan and Fusion sedans in the next three years, as well as a test fleet of Mazda Tribute SUV hybrids this year with full-scale production expected to begin in the next two years.

Click here to read MSNBC.com's complete article.

1,000,000 hybrids within 5 years, powertrain analysts predict

According to the article, Panel of powertrain experts sees strong growth for hybrids, "The success of the Toyota Prius, Honda Civic Hybrid and Ford Escape Hybrid has forced manufacturers to build more gasoline-electric hybrids."

"We had no idea where the market would go when we were doing this. We are working to increase capacity. We have a plan in place. We will look at many potential partners," stated Mary Ann Wright, Ford's director of sustainable mobility technologies and hybrid programs.

According to the article, a recent study by the Automotive Technology Research Group in Thousand Oaks, Calif. found that as many as 50 hybrid vehicles could be on the market in five years, resulting in annual North American sales of 800,000 to 1 million units.

In addition to the Honda Accord hybrid, which was released in mid-December, three additional models will hit the street this year, the Mercury Mariner hybrid, the Lexus RX 400h, and the Toyota Highlander hybrid.

The Hybrid Car Hustle

What's up with Detroit? Last week, at the North American International Auto Show, probably the most important auto event in the world, the word on the floor was hybrid vehicles.

Even Truck of the Year, an especially important American customer segment, went to a hybrid, the Ford Escape Hybrid.

GM and DaimlerChrysler introduced a diesel-electric hybrid concept vehicle, and re-announced full hybrid versions of the Tahoe and Yukon, followed by a full Sierra / Silverado hybrid.

Not to be out done, Ford announced that the Mercury Mariner hybrid would reach the market this year, a year earlier than expected. Then Ford upped the ante by announcing not only a hybrid Freestyle, but also a Mazda Tribute hybrid, a Mercury Milano hybrid, and a Focus hybrid, with all models expected to reach market within three years.

Then Toyota, gaining on GM as the world's largest automaker, unwilling to lose face in light of Ford's hybrid hustle, went all in.

This year not only will Prius demand be met, but Toyota will announce where it will start building hybrids, such as the Prius, in the United States.

Moreover, Toyota announced to the world that the hybrid powertrain is the future for Toyota. Yes, gasoline engines might be improved, or diesel, hydrogen, or fuel-cells, but the hybrid powertrain, Toyota believes, can make each of those power sources better.

Toyota's next hybrid, the Lexus RX400h Hybrid, already has received more than 11,000 pre-orders. Additionally, interest in the Highlander hybrid is off the wall by industry standards.

Already Toyota is expecting to sell at least 100,000 Prius hybrids in 2005, yet the buzz building around the Highlander hybrid seems to indicate that the Highlander hybrid, an SUV, could be even more popular than the Prius.

Recently, Ford announced that it will easily sell 20,000 Escape hybrids in 2005, and if more hybrid batteries are located, they will produce even more.

Since the Escape hybrid uses leased Toyota hybrid technology, the price of the Highlander hybrid, with its price advantage, is going to be interesting. More importantly, what if Toyota can price the Highlander significantly less the Escape hybrid?

Why not try to steal some thunder from the North American Truck of the Year, the Ford Escape Hybrid? The opportunity facing Toyota couldn't be greater.

The Toyota Prius proved that a small, affordable, very fuel-efficient vehicle, could feel like the most innovative car ever created. But America loves SUVs, and an affordable, hybrid performer, could take that segment by storm.

Toyota's experience with hybrids bodes well for the Highlander hybrid, and I believe the Highlander hybrid has crazy American potential. American consumers aren't nearly the neanderthals the world believes. Show us we can help and we will. Well, hybrids help.

Ford and GM are not out of it yet though. While GM has dramatically and rapidly changed its position on hybrids, Ford appears to be building momentum. In addition to their more bullish position on hybrids, their commitment to hybrid cars, as well as hybrid SUVs, gives them a notch up on GM.

Honda is a wild card in the hybrid race, with the Accord hybrid and Civic hybrid already on the market, Honda could easily transition to a hybrid only automotive world - at least much easier than Ford, GM, or DaimlerChrysler.

Toyota is the one with the most to gain or lose from the hybrid hustle.

The leader has to set the pace. While Toyota has a big lead they can either move methodically, but cautiously into hybrids, playing it safe, but also allowing the competition time to reposition; or Toyota change the playing field forever.

The conundrum for Toyota will be supply and demand. The demand for affordable hybrids is without question. Based on customer interest and sales figures, by 2006, it is not hard to imagine Toyota selling 400,000 hybrid vehicles in the just the U.S. - even while more highly priced - but are they capable of meeting that level of production?

By that time, GM might not have yet sold one full hybrid in the U.S.

Furthermore, at 400,000 a year the afford-ablility factor between hybrids and conventional vehicles is reduced, especially in addition to Ford and Nissan license sales. Moreover, conventional cars will start meeting higher pollution standards in the next couple of years and those changes will inevitably lead to higher costing conventional vehicles.

Toyota's next few hybrid plays are sure to be interesting.

Toyota Highlander Hybrid More Popular the Prius

Apparently, the U.S really is the land of the SUV.

My favorite car in the world is the Toyota Prius, and a lot of other people feel that way as well. Yet, for all the excitement around the Prius, the Toyota Highlander Hybrid SUV might cause even longer lists and more buzz than the Prius.

While the Highlander Hybrid is not due out until June or July of this year, more than 100,000 people have already told Toyota that they are interested.

Right now, the Ford Escape Hybrid is the only hybrid SUV available. While the Lexus RX 400h hybrid SUV will be released in April, the Lexus isn't the best competition against the Escape hybrid.

On the other hand, the Highlander hybrid is a perfect match for comparison, and many potential hybrid SUV buyers will be testing both vehicles.

In an effort not to let Toyota assume all the hybrid SUV buzz, Ford recently announced that the Mercury Mariner SUV hybrid will also hit the streets this year, a year earlier than expected.

One thing is clear, this will be interesting summer for hybrid SUVs, especially if supply is able to match demand.

Two More Ford Hybrid Cars

The hybrid vehicle revolution is just beginning.

While Toyota is the leader in hybrid cars, Ford appears to be ramping up to meet this new market demand.

The Ford Escape Hybrid is Ford's only hybrid, but not for long. Ford has already pushed the release of it's newest hybrid SUV, the Mercury Mariner hybrid, up one year.

Additionally, Ford recently announced the addition of the Ford Fusion Hybrid, and the Mercury Milan Hybrid, and now you can add two more. Ford will also be producing a Freestyle Hybrid and a Five Hundred Hybrid. Thus, Ford hopes to have 6 hybrids on the market within three years.

The more compelling thing about Ford, unlike GM, is its commitment to hybrid cars, rather than just hybrid SUVs.

While Ford is the undisputed leader of hybrid SUVs - it's the only one on the market - this space of the hybrid market will be heating up quickly.

Later this year, Ford will have two hybrid SUVs on the market, the Escape hybrid and the Mariner hybrid. Within three years, a hybrid powertrain will also be added to the Freestyle.

Additionally, Toyota will also have two hybrid SUVs on the market this year. The Lexus RX 400h Hybrid and the Toyota Highlander Hybrid will be out in April and June, respectively.

By 2007 GM, will have the GMC Yukon Hybrid and the Chevy Tahoe Hybrid.

Honda, on the other hand, has been committed to hybrid cars, such as the Accord hybrid, but don't be surprised to see a Honda hybrid truck or SUV in the near future.

Competition in the hybrid SUV market is good for all hybrids and hybrid consumers. More important, it's good to see one American auto-maker taking the challenge seriously, and not just with trucks and SUVs, but sedans as well.

Join the Soultek Hybrid Car Club.