I am not a technophobe, or a technological luddite. While not the most tech-sympathetic (witness how many computers and phones I’ve gone through in the last couple of years) I will typically give new tech, and geeky gadgets a fair crack of the whip. If they’re attached to a car, then all the better.
So give me ipod integration, navigation, cruise control and power seats. I’m up for them. I can even see the point in onboard fridges, TVs and the like.
But I just don’t get auto parking, which has been around for a while now and have recently experienced first hand. I realise that might put me at odds with many who'll welcome this feature as a boon, but here's my take...
It was standard on the top of the line Prius that we tested last month, and Ford rolled it out as a feature in some of its 2010 MY cars starting back in the summer - even winning awards for it. As you can see from the video below – using the systems in action, they vary only in the minor details: Press button. Car identifies big enough space. Slot car into reverse. Car steers, you brake. Done. Parked.
They work well enough, up to a point. As the guy in the Ford video suggested, the system needs a space around 120% the length of the car to get in to. That’s my first problem. In a lot of spaces in the city, that’s too small. I reckon on about 6-8 inches either end of the car is what I need (and often, what you’ve got to play with in a typical London street). Secondly these systems take longer to slot the car in to the space than an adept human driver. That might seem a small detail, but in the city, you’re often on a street, blocking traffic and under pressure to park, and park fast.
I'm not trying to gloat about my parking prowess. Seeing these systems in action is impressive – has a ‘wow’ factor even. But fundamentally, they aren’t as good as a good human. For me, until that changes, then I’m not interested. They simply become another techy thing for car makers to sell as extras – just like they do sat navs, power seats and more powerful stereo systems.
In a way, part of my problem is that they don’t go far enough.
Perhaps the next step on from these systems could offer something really useful. Link it – via the sat nav – to something like IBM's parking space sensors as part of a Smarter Cities programme – to help you actually find (and reserve) a vacant space. Then allow the car to completely take over – parking itself, controlling brake and throttle pedal. So the car really parks itself. You might even want to get out at the entrance of a parking lot, and let the car drive itself up three or four levels and slot into a tight space. Now that’s something I can see the value of.
Rather than simply post a load of photos into a huge post here on the blog, I've uploaded some Prius photos, to form a photographic review which is hosted on my Flickr account. This set is fully captioned up, so do take a look through and feel free to comment. Click here to go to the set, or on the screengrab preview below:
All our photos, video and material is sharealike creative commons 3.0 licensed, so you can lift and reuse these images as you like. All we'd ask is that you link back to this site.
Just before I took off on a recent holiday, a man from Toyota came to pick up a (by then) not so shiny, white, new shape Prius that he'd dropped with me the previous week. It's a sign of how much this car moves the game on from the previous generation vehicle that I was slightly sad to see it go.
We've not hidden the fact that we aren't huge fans of the previous generation car - both as a vehicle in its own right, the image that exists around it, or the generic 'type' of person who seems to drive it. We therefore went into this test with a decent level of scepticism. But the new car is in a different league to its predecessor. It's bigger, yet feels even more at home on city roads. It has a bigger petrol engine, yet is more economical. The thousands who will buy this car, especially those upgrading from the previous model, will doubtless be delighted. For the rest of us who weren't fans before, it's true to say that the Prius is now a competent car which makes a decent case in its own right - you no longer need to make excuses for its hybrid drivetrain nature.
You can read some previous musings I had while actually living with the car here and here, but a couple of weeks after it left MDB towers, three things stand out - and we've split them in to three short videos:
The image and positioning of this new car - (includes our snapshot verdict)
The hybrid system, how it works and its three different modes
The car's interior design, features and equipment (and what we don't like)
For all that we were impressed with the new Prius though, we still can't get over one or two key issues and a few of the bigger picture questions it asks, rather than answers. We'll talk more about that next week in our post test wrap up and review - which will include a full details photoset.
It'd be stupid to suggest that more efficient, cleaner cars are a bad thing. Surely, getting to a point where cars produce little or zero emissions, and use no oil, would be a good thing - right?
To me, the biggest and most useful role the Prius plays today, is in acting as a technological stepping stone from where we are now, to where we're going to go in the future. It introduces the notion of a car being powered, and driving, differently to what many of us are used to, while still operating in a way we can understand and not looking so odd as to spook people out about our automotive future...
But last night, one unintended consequence of a future with zero-emission cars struck me right between the eyes. Allow me to explain. My own car sits outside the house most of the week, largely because I'm quite dictatorial about it not being used for short, local trips. Pick-ups at the station, shopping in Kingston, popping to the corner shop or supermarket - these aren't jobs for the internal combustion engine, they're jobs for my legs.
Yet at 8 o'clock last night, halfway through a Nigel Slater Japanese noodle recipe, I suddenly realised we didn't have a critical ingredient - the noodles. Normally at this point (besides swearing a lot), I'd have given up and cooked something else, or run half a mile up the road to Waitrose to get some. Yet, with a Prius parked outside, I didn't hesitate to jump in and glide up to said Supermarket, because hey, going in the car certainly was quicker than walking, and this was a hybrid car, so I could do most of the trip in electric mode and hence without guilt or emissions.
The issue this causes - potentially - is that we reach a point sometime in the future, where people stop thinking about the most appropriate mode of transport for a trip, and simply use their car regardless. I may be wrong, but today I think a healthy proportion of people now think about whether their car is the best vehicle to use for a very short local trip. I suspect two primary factors in this are cost and environmental concerns. But if we remove these two factors (which hybrid or electric cars potentially do) the unintended consequences are clear to see - worse traffic, more parking issues, all the usual stuff bandied about by the anti-car brigade. I'm treading a tricky line here. I'm not suggesting the Prius and the green car movement many credit it with creating is a bad thing, or that we should attempt to stop it. Lower carbon, less guilt car travel is largely a good thing. Yet I can't help wondering if we're asking the wrong question when it comes to urban travel. Electric cars are now seen as a panacea. But we should be wary, particularly about the impact on urban environments - of a future where we're using what is still a 1400kg, 10 square metre sized device to move one 80kg human a mile down the road.
Oh, and perhaps because of this type of driving behaviour, our average fuel economy has now fallen to 52mpg. Food for thought.
Toyota have lent us a new Prius for the week. Regular readers may remember that the last time we were in LA, we rented Toyota's ubiquitous hybrid for a few days, and came away somewhat unimpressed. We ended that piece by saying this:
"The final irony? For all its technical wonder, at the end of our trip
the Prius came out with an average of around 45.5mpg. Which is 5 mpg
short of the diesel Fiat Punto I use on the clogged streets of London."
But now there's a new Prius on the block. Toyota have moved the styling away from the dumpy, but highly identifiable shape of the second generation car, to something that is more crisply styled, and for want of a better word, 'dynamic' looking. The new car also agressively attempts to shut up those of us who've never been great hybrid fans, and who've long thought a good turbo diesel would be its fuel economy equal. The headline figure is 89g/km of Co2, and 72.4 mpg.
We'll run a regular blog/update over the week with our views on the car, but for now, first impressions are very favourable. The Prius is incredibly quiet - its new three way EV, Eco and PWR modes meaning you can switch the car's character quite decisively. In EV it will run electrically, up to 30mph for a couple of miles. Which means in stop start London traffic you barely have the motor kick in at all. In PWR, it's actually quite sprightly and responsive. Most impressive is that in 15 miles of chock-a-block London traffic, and without 'trying', we're getting 65.5mpg so far.
Wonder if we can keep that up over a week...
Check back for more soon. Right now, I have to dash and pick up my fiance, who demanded to be picked up in it from work once she heard I was in central London with it. A self proclaimed hybrid-hater, it'll be interesting to see if she's impressed as I am on first acquaintences. Oh and if you've any questions or things you'd like us to test, leave a comment or drop us a line.
I
returned from France a few days ago to find Robb and Mark discussing the last 12 months of
cars and car design, because they were thinking about which ones ought to be
entered into the upcoming Spark design Awards.
While
the auto industry’s been in the doldrums for some time now, Spark Awards provides an opportune moment to take a look at some of the more interesting cars, concepts and automotive details of recent times. So without further ado, here’s a scratch list of some
Simpson favourites…
Designed
years ago, but then dumped in a secret hanger until such time when BMW needed
an on-demand concept to unveil (the opening of BMW-Welt proved to be just such
an occasion), BMW’s Gina is arguably the single most innovative thing to have
happened in auto design for years. As its mastermind Chris Bangle remarked at
unveiling “what do we need the skin of a car for anyway? What is it made out
of? Does it have to be made of metal?” Too few ‘what if’ questions are
asked in the auto world, and the moments that they do happen are typically
hidden from public view – as this one was for so long. But we’re glad it
finally saw the light of day, and that like all the best concepts it asks more
questions than it answers.
In
a world where even family hatchbacks are competing to set the fastest time in the
class around the Nurburgring, Nissan offers a leftfield approach. The Cube has
been around in Japan for years, but now Europe and the US are getting the second
generation. Why? Nissan realise that most drivers aren’t interested in the
minutae of cornering finesse, or top speed; they’re interested in something
that manages to provide huge utility, but have personality at the same time.
The Cube has both in spades. Essentially a box-on-wheels, it features a ‘sun
and moon’ set of dials, ‘curvy wave’ seating, and asymmetric styling in the
shape of one side rear window turning around the corner into the rear windshield.
When he had one on test recently, Michael Banovsky noted“I feel awful
leaving the cube downstairs at night. He looks so sad”. It’s the kind of car
that elicits such feelings. Jean Jennings, Automobile Magazine and long-time Spark friend, raved about it to us recently, too.
They’re
by no means universally loved, nor were Audi first to introduce LED headlight
technology, but through smart design strategy and brilliant detailed execution,
Audi have taken ownership of the LED headlight. Subtly different on the R8, A6,
A5 and A4, the wavy bands of bright white lights, piercing through the daylight
when in DRL mode, are now as much an Audi identification hallmark as the shield
grille and four rings - leaving you in no doubt as to just which type of car is
behind you, and would like you to move over, thank you very much…
Honda is more than just a car company. In last month’s Automobile Magazine, Jean Jennings summarizes the countless Honda products owned by the Automobile team, saying “You’ll see from the following list that most of us feel an affinity for things powered by Honda.” While most people know Honda as a car or a bike company, you’ll also find Honda behind robots, boats, power tools, ATVs, lawnmowers, generators… the list is endless.
Britain’s favourite motoring personality – Jeremy Clarkson - is fond of reminding people that in the past 13 years, there has not been a single known failure of the Honda VTEC unit. And as far as we know, the 2.0 motor in the outgoing S2000 still (9 years after it first went on sale) produces the highest specific output per litre of any normally-aspirated engine of a car on sale in the UK today. We in the world of Re*Move have a degree of Honda affinity too. Mark’s dad drives a Jazz, and two months ago I came within a whisker of buying a new Civic Type R – before an enforced and unexpected house move gobbled up the money instead.
So while Toyota is busy getting all the green plaudits for its all-conquering Prius, its Japanese competitor is busy trying to work out how it can wean people off VTECs and make hybrids an affordable reality for the masses. Tough one. Having arguably got there first with the original Insight, Honda’s been stung by the success of the Prius, and hit back with the look-a-like Insight. It’s a look-a-like that costs around £3000 less than its Japanese counterpart though – and although the mainstreem motoring press appear to have decided it drives poorly, our week with the car suggested it was certainly no worse than the outgoing Toyota equivalent.
However, Honda knows that if it really wants to take hybrid technology mainstream – and we'll come on to the fact that it really does – it needs to appeal to a much wider audience than those who drive the Prius/Insight shape purely for its “look at me – aren’t I green” smugness badge.
Honda announced earlier this week it planned to put the CR-Z hybrid sports coupe into production
So earlier this week, Honda announced its intention to build the CR-Z. Unveiled at the Tokyo motorshow in 2007, this diminutive white coupe with the gaping beak has been Honda’s vision of how to make the hybrid appeal to people who actually like cars, which it has shown at countless motor shows over the past few years. Now it's actually going to build it, next year. And it’s part of a wider strategy by the company to hybrid-ise its line up, making sure a much higher proportion of the cars it sells in future are propelled – in-part – by batteries. Prior to the announcement on the CR-Z being made public, we sat down with John Kingston – Honda UK’s Government affairs and environment manager to get the full low down on Honda’s plans. What he has to say makes for interesting watching:
While the hybrid car is currently looked on as the automotive equivalent of mogadon, to see Honda attempt to push it into a ‘sports car’ bracket will make for interesting times. While it uses essentially the same drive-train as the distinctly unsporty Insight, Honda promises that the CR-Z will be much a more entertaining, zestful experience – one which pays worthy tribute to the revered CR-X whose styling and conception it references. Yet it's unlikely it’ll rev to 9000 rpm, and give you that adrenalin rush (and forward momentum kick) as it passes 6k, as the Type R or S2000 do today. That leads many to be cynical that this company, so famed for its engines, can make a hybrid sports car work. But we remain hopeful. In a sign that Honda still has a firm eye on making cars that are fun to drive, Takanobu Ito became the company's new CEO and President last month. Unlike so many car companies today, he does not come from the purely financial or management side of the business - he’s a chassis designer.
Posted by Joseph Simpson on 16th July 2009
Images: Difficult is worth doing ad - Joseph Simpson, CR-Z Norris Wong on flickr under creative commons license.
I’ve had several conversations recently with people who are either in or strongly connected to the auto industry, who’ve all told me the same thing:
“In the future, we’ll all have two cars – a petrol/diesel/hybrid for long distance, and an electric car for city/local trips.”
This isn’t just interesting because it’s completely different to what they’d have told you two years ago (although that in itself is an important sign of how much the market and mindset has moved). No, it’s that in all straight-faced seriousness, they believe a majority of people will park (and own) two cars on their drive in years to come.
While conversations with people in the industry tend to be a bit abnormal anyway, as they quickly turn to talk of how many classic Porsche’s they’ve got in their garage - due to it being their passion, the stark truth is that in the UK less than 30% of people have access to more than one car, and in urban areas that figure shrinks dramatically. Most people view cars as a convenient, comfortable way of getting direct from A to B – and choose a single vehicle that best suits their need. Their car tends not to be something they’re obsessional about.
Currently, focus, energy and cash is all going into new powertrain development. In many regards it needs to. But there’s an unstated assumption (alluded to by those guys I quote above) that once we’ve overcome the current roadhump, and get workable electric / hydrogen cars to market, business in the car industry will continue pretty much as it did before. People will go down to their local car dealer and choose what suits their needs and desires, every two or three years.
There’s a problem with that though. The average person can afford to run, maintain and often only has space to park, one vehicle. Which vehicle they choose to buy right now depends on what their personal circumstances are and the types of journeys they do. Hence young people living around cities tend to buy small hatchbacks, and middle class families buy large estates or (more recently) SUVs. Both work best within a certain usage envelope, but if needed, can cover every single transport base (what I mean by this is that a city car often isn’t at home on a motorway, but if needs be, you could still drive one all the way to Milan tomorrow).
This cover-all bases approach is one of the reasons current vehicles are so comparatively inefficient. Creating right-sized vehicles with the right powertrains, for a variety of different journey scenarios, therefore makes a load of sense. But it creates a scenario where suddenly, your average one-car buyer is faced with the prospect of buying something that can no longer meet every single journey need. That the car industry’s answer to this appears to be “well, you’ll just have to buy two cars!” makes me feel a little bit sick. Reports suggest that even if we replaced most of the current gasoline vehicle fleet with EVs, the planet would still be in fairly major mess. To quote BP’s incoming Chairman: “The growth of car ownership and airtravel is unsustainable.”
This is one reason we’re seeing start-up car companies such as Riversimple promoting the idea of leasing rather than selling to customers - their argument is that it encourages them to develop long lasting vehicles, without built in obsolescence, which are absolutely optimised for their environment. It’s probably why Daimler are quietly building out a potentially very interesting next generation car club in the shape of car-2-go, and most shockingly of all – one of the reasons we’re seeing Exxon getting not only into electric cars, but vehicle sharing, with the announcement this week that they were behind an EV being dropped into a pilot programme in Baltimore.
Of course, while most customers aren’t as car obsessed as your author or those working in the car industry, they are however, quite accustomed to the idea of owning their own car. It’s a big jump to just having access to one as a means of mobility, one that other people can also use. In the average customer’s mind, this throws up a whole set of doubts and concerns.
There are ways to begin to address this, and I’d argue now’s the time to focus on doing so. Primarily, having recognised automotive brands address the issue and be present in the space is a key step. Not to do a disservice to Zipcar and their ilk who really kick-started and ‘own’ the car-share space right now, but Daimler getting into the sector excites me quite a lot more. They have the name, size and capital to lever mobility on demand/car sharing as a key part of their business, if they so choose. They can reach and communicate to people, that not only they offer such a service at all, but fundamentally, communicate what the hell it really is and why you might want to consider using it. The name, presence and PR machine means that – done wholeheartedly, they could reach millions of potential customers in a way it would take Zipcar years to do.
This leads me to the second key element, which is education. It’s easy to assume that most people now know what someone like Zipcar actually does. But the truth is, most probably still don’t. The name, ‘car sharing’ is confusing, for a start. You don’t actually get in the car at the same time as a stranger – but a lot of people think you do.
I’d advocate a large-scale education programme – which reaches all the way from teaching groups of kids about mobility and the future of cars, as demonstrated very ably by Dan Sturges:
And it should run all the way through existing industry and governmental channels, reaching right up to dealership education programmes. Helping the people in the sales end of the automotive industry not only develop new models of ‘selling’, but to assist people navigating their way through various mobility and transport options of the future may be the key to making this stuff work in a big way.
Done right, the people in the car showroom of the future could offer much more than the ability to simply sell someone a vehicle on a three year finance deal. They could help consumers overcome the misconceptions that currently surround not only diesels, hybrids, EVs, and hydrogen cars, but also car-sharing, leasing, and mobility on demand. Ultimately, the car dealership of the future becomes a one-stop mobility shop; which does much more than just sell cars. In times when many car dealerships are struggling to stay in business due to plummeting car sales, surely it’s an idea that many could embrace?
Speak to most people, and they'll tell you that the real revolutionary area of car design in the next ten-to-fifteen years will be the interior - and more specifically, the interface. J Mays went to great lengths last month to emphasize how important the HMI would be in future, and just how quickly it's changing.
Ford wants to be a leader in this area - and the Lincoln C concept, with its all singing, all dancing future-format of Sync, complete with apps, avatars and assistants, is the company's statement of intent to this end. Ultimately though, digital convergence in vehicles has the potential to be problematic. As Jean Jennings suggested in our recent interview with her "I always say, 'if it doesn't make you drive better, make it go away'". This gives designers and engineers a potential conflict when it comes to a future pointing towards future hybrids, EVs and so forth.
Put simply, three main factors determine how efficient and economical a car will be. Its configuration (size, weight, drivetrain type). The conditions (traffic and meteorological) within which it is being driven. And the difficult one for designers - the person behind the wheel. How the driver physically inputs on the car's controls (accelerator, brake, steering) massively impacts upon its economy - which is why we often see huge disparity in fuel economy figures on a given car. Clubfoots Charmer and Simpson managed a rather pitiful combined figure of 38mpg from our week in a Honda Insight. But Honda have been running a hypermiling challenge which has seen people get up to 80mpg.
It was this issue that a Ford team set out to solve with their Smartgauge system - the instrument panel on the new Ford Fusion Hybrid. The question at hand, in its most basic format, was how to help people get the best possible economy from the vehicle, without distracting or annoying them - and without frightening away those new to hybrids. Jeff Greenberg, project leader on the Smartgauge programme, explained to us how the team developed two guiding principals based on this. The first was the notion of a journey - allowing a driver to progress, learn and develop their driving by growing with the system over time. The second was the idea of a coach - a positive encouragement to help drivers get the most out of their vehicle, as opposed to being lectured and bossed into how to drive more economically. Over to Jeff...
Ultimately, the key breakthrough Ford have made with Smartgauge feels similar to Apple with the iPhone. They have created something simple to look at, which by using just screens (rather than physical knobs, buttons or gauges) can display different information, which is (potentially) infinitely configurable and changeable via software updates. Using two, 5.5' TFT screens either side of the central speedometer, Jeff and his team were able to arrive at four different 'levels' of operation by which a driver could use Smartgauge and interact with the Fusion hybrid. All of which sounds a little daunting before you see it - so the car is set up to be quite simple, and welcoming upon your first acquaintance with it, as demonstrated to us in this video...
While other hybrids tend to feature either a basic setup to indicate how the drivetrain is working (Ford's own Escape Hybrid), or a complex set of show-off graphs and complex diagrams (Toyota Prius), the Smartgauge is designed to make the Fusion Hybrid appeal to all-comers - from those buying their first hybrid, to those who are committed hypermilers who've clocked 100,000 miles in their Prius(es). The driver can choose from four different levels of display, which, as they progress from one to the next, gradually adds extra layers of information to help inform on what the car is doing, and to help the driver extract the best economy. The levels are known as Inform (most basic), Enlighten, Engage and Empower (most advanced)...
But what's it actually like on the road? Having had Jeff walk us through the system at a standstill, we went out on the roads of Dearborn to experience it for ourselves...
What's impresses about the display is its clarity and functionality, regardless of which level you are in. It could clearly appeal to multiple different types of driver. Newbies won't be scared off, while those who enjoy showing off their Prius's fuel economy graphs will love the most advanced levels where you can do things like see how much power drain the vehicle's accessories are creating. Crucially, as it's on the dashboard and in the driver's line of site, Smartgauge really makes it easy to coax the car along in EV mode for long periods (therefore achieving better fuel economy) without taking your eyes off the road. The bright green glowing EV symbol that lights up in the more advanced modes is a great 'corner of the eye' tell-tale to this effect.
The project illustrates the clear benefits that come from new ways of thinking, and greater openness and collaboration in the auto industry. The Smartgauge team worked closely not only with designers and engineers within Ford, but with the most famous user-design/research guys of them all - IDEO, and conducted extensive, ethnographic research - not only with hybrid drivers, but with those who drove hummers, bicycles, and even professional athletes and their trainers. Ultimately, this advanced and comprehensive approach to research, coupled with a simple, but subtle, rethink of how to utilise TFT screens to make most appropriate use of available software - as opposed to hardware - results in a highly impressive, engaging vehicle.
That the car itself is really impressive, needing no excuses for being a hybrid, helps. However, this display is the car's piece-de-resistence, one that will not only help drivers to achieve greater fuel economy than they might on their own, but keep them engaged, surprised and delighted by the car in a way that many vehicles don't once that new car sheen has worn off. Not only does the system make the car more fun to drive, it makes those behind the wheel better drivers. In our view, that means the team behind it deserve the upmost praise and respect.
Posted by Joseph Simpson on 18th June 2009
Disclosure: Ford is sponsoring The Movement Design Bureau's design and research work throughout 2009. We have an independent brief - and want to hear from you if it doesn't seem that way.
Until recently, the typical hybrid buyer tended to be the sort of person you’d try to avoid sitting next to at dinner parties. Ok, perhaps that’s a bit mean, but one had to be fairly committed to the cause to go hybrid.
However, things are changing. A new Prius is here, which (whisper it) doesn’t drive like a mooing double bed on castors anymore. A couple of weeks back we reviewed Honda’s Insight, which can be had at a cheaper price than a hybrid’s ever been before. And then you can throw into the bargain the new Ford Fusion Hybrid - we’ve driven it, and it’s brilliant (unlike the Mercury Mariner Hybrid, which isn’t). Hybrid’s going mainstream.
Manufacturers are falling over themselves to ready hybrids – even once staunch opponents such as VW – because the technology is settling as one pattern by which America will go green. Europeans have long known diesel will deliver similar fuel economy benefits as a hybrid – but those on the other side of the pond still aren’t too sold on the idea. Before we embark on a Euro-bash of Americans and/or hybrids, there are fairly credible reasons for this. Diesel’s more expensive to buy in the US than in Europe – here, diesel’s been pushed (with tax breaks) – particularly by the French and Germans, so there’s now much more refinery capacity, for instance. And while diesel delivers better fuel economy (and hence lower CO2 emissions) than petrol, NOx and particulate matter from diesel exhausts are still problematic. They contribute to local respiratory diseases, and cost big money to reduce. Just ask Mercedes, BMW and VW who are adding expensive ‘ad-blue’ exhaust treatment systems to the cars they sell in North America, in order to pass the Tier II Bin 5 regs (don’t ask).
In Europe, we've long believed diesel is the way to go - particularly when you need serious torque, in the world of SUVs and pick-ups.
What’s really significant is that Porsche and, yes, even Ferrari, will soon debut hybrids. Hybrid technology in performance-orientated cars is serious news. It’s easy to argue manufacturers who are about to get hit over the head (with heavy fines) by the EU over fleet emission have to go down this route, but that misses the point.
Firstly, it means that hybrid technologies can be seen to have benefits in a wide spectrum of automotive applications (not just ones primarily aimed at city-based, compact family vehicles bought by people who aren’t gear-heads). Secondly, it alludes to the notion that hybrid technology could actually enhance, rather than detract from the driving experience. The Prius and Insight are automotive cardboard. One doesn’t extract pleasure from piloting them down a challenging road. But if the technology is arriving in a Porsche and a Ferrari, then you can be sure that is about to change. ‘Fun’ and ‘hybrid’ will shortly be appearing in the same sentence, without being followed by guffaws.
This slow but steady greening of the automotive industry bears remarkable similarity to a previous automotive ‘trend’, which resulted in a complete attitudinal change in consumers back in the 1990s.
In the late 1980s and early 1990s, only Volvos and Saabs were famed, and bought, for their safety. Of course, Mercedes had invented the airbag back in the 1970s - and it was appearing on top of the line S-classes in the late 1980s, but very little else. Then in 1993 Ford launched the European Mondeo – the first real mainstream affordable car with a driver’s airbag fitted as standard across the entire range. Except, in the UK, Vauxhall decided to beat Ford to it, literally by weeks, by doing the same in their updated Cavalier.
Once upon a time, only Volvo (above) and Saab were renowned for safety prowess.
By 1995, buying a new car that didn’t have a driver’s airbag was the exception rather than the norm. Then in 1997, Euro NCAP appeared. Suddenly, buyers knew which cars were ‘safe’ and which weren’t – and it was being thrust in their face. Safety became a selling point – which brands like Renault capitalised on. Come 2009, and it’s odd for any vehicle not to get 5 stars (the top crash rating) in a Euro NCAP test. Cars are much more crashworthy than the ones of twenty years ago. Consumers expect safety. They believe if they’re involved in a 40mph shunt, they’ll walk away. It took them a while, but it became the expected norm. Cars which flunked tests, suffered in the sales figures.
It sounds cynical, but I think that’s what you’ll see with hybrids, and green cars generally. Before long, it looks likely most new cars will include - at a basic level - something like stop-start technology. This is a big deal in itself, because emissions and wastage from idling cars in traffic is huge. But it’s looking like many vehicle will include some kind of hybridisation – regenerative braking, additional electric motors, a road-going version of F1’s KERS.
One day, will all vehicles wear this badge?
So what you might say? There are three main reasons this is important:
It will cut emissions and raise fuel economy standards across the board.
It means the fun to drive, performance-orientated car is far from dead.
It conditions the market. Consumers, brought up for 100 years on a constantly running petrol or diesel motor, get used to the fact their car turns itself off at the lights, needs starting up in a different way, or doesn’t have a conventional gearbox. That’s good news – it leads us down a path of faster acceptance and uptake of new technology, and new forms of vehicles.
BMW's efficient dynamics campaign
The revolution is here now, and already being advertised. BMW calls it efficient dynamics. Audi’s just jumped on the bandwagon – and is calling it ‘recuperation’. Just as safety was the selling point of the 90s, judging by current adverts, hybrid, energy and green have now gone mainstream too. Before long, the consumer will expect – and likely demand - it. Posted by Joseph Simpson on 10th June 2009
Images: knitted jumper - janetmck on flickr, Touareg V10 TDi - Asurroca on flickr, crash XC90 - hollesdottir on flickr, BMW banner - BMW
