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Detroit Free Press Writer Picks Ford As Frontrunner in Alternative Propulsion Vehicles Amongst Detroit 3

 
5 1,940 views November 26, 2009

Ford Focus BEV for The Jay Leno Show's Green Car Challenge

Ford Focus BEV for The Jay Leno Show's Green Car Challenge

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Over the past weekend the Detroit Free Press ran an article about electric vehicles.  The article focused on the Detroit 3 and their varying approaches to the alternative propulsion category.  Surprisingly, the Free Press gives the nod to Ford as the only company out of the three to have the right focus for the future.

As the Free Press reports, GM has concentrated efforts on the Chevy Volt followed by the Cadillac Converj.  Chrysler has little to offer in alternative propulsion aside from some test fleet plug-ins and a limited amount of hybrid Ram's, while Ford has focused on the Focus EV and Transit Connect EV.

Why is Ford right?  According to the report, GM's effort's on costly vehicles will have little overall effect as the anticipated sales volumes will be low for years to come.  Their biggest gripe is with the expensive Cadillac.  As Free Press writer Bradley Berman states, "It's a great strategy for drawing attention to Cadillac.  But if the goal of the hybrid and electric car movement is to offer low or zero emission transportation to sustainable personal vehicles, the Cadillac Converj is as wrong as the spelling of its name."

According to Berman, the key to success for EVs is to offer affordable transportation to a mass market.  Offering reasonably priced products that millions can afford to buy will expand the EV market share quickly.  Once you have buyers in EVs, vehicles such as an expensive Cadillac EREV could be produced.  However, expensive, luxury vehicles should not be the first step into EVs.

The article goes on to state that Ford has made wise choices that will continue to keep them on top.  With a moderately priced Focus EV that has already garnered widespread appeal and a small, affordable Transit Connect EV, the company will introduce base level vehicles that will entice buyers to try EVs for the first time. 

As Berman said, "Wouldn't it be cool if there were a Detroit auto company that saw the value of electric vehicles and was modestly going about producing common sense, affordable electric cars on existing global platforms?  No super fanfare, no rumors of slick, expensive future EVs that may or may not come.  No Hail Mary passes.  That's what Ford is doing, again proving that it's moving in the right direction- not only for consumer value and profitability, but for the future of Detroit the U.S. economy and Planet Earth."

Source:  Detroit Free Press Print Edition ( Bradley Berman is editor of Hybridcars.com)





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Comments (5)

  1. By Mark Posted: 11/26/2009 4:27am PST

    I think Ford can pull this off. But the biggest challenge is price. Price and price ignorance is a big problem. First people don't know how much they spend per year on gas, they have to set down and work it out. This cost will be pretty much elimated by an EV. Then there are maintence costs which would be reduced. The problem is that EVs are going to cost a lot more than ICEs so good marketing will have to explain the extra cost. Remember low IQ Joe Sixpack will be slow to understand why he has to pay more for an electric car.
     
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  2. By Jason M. Hendler Posted: 11/26/2009 4:41am PST

    Bradley Berman needs to read The Innovators' Dilemma by Clayton Christensen. In it, Clayton cites numerous examples to show how innovations enter the marketplace through three different channels - high end sustaining (Tesla Roadster), low end (Reva EV) and parallel market (Zero Motorcycles). Ford's strategy lies among these three, which means they aren't making money at it, or not as much as they could / should.
    As for the Ford Focus EV, Magna International developed that car for Ford, so that they could sell their components and systems through Ford, so Bradley should salute Magna, not Ford.
    Ford does get credit for their Focus hybrid, which is competing well with the Prius.
     
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  3. By Koz Posted: 11/26/2009 6:06am PST

    Bradley Berman needs a reality check. New expensive tech starts at the top of the market and works its way down not the other way around. This is very simple to grasp and if Mr. Berman has difficulty with concept, he needn't look psst Tesla or Fisker.
     
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  4. By pat Posted: 11/26/2009 8:31am PST

    correct on Ford ...GM is used to making hefty profits on mosters SUV, Hummers weighing tons ..they are still clinging to that goal ...until they change & compete on small cars they will be left behind ..sure wud like to hear what Fiat is doing with chrysler ..they should bring small cars quickly ..
     
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  5. By  JC Jacquemin Posted: 11/27/2009 1:18am PST

    Hi Koz, hi Jason,
    Sorry to "correct" you, EVs aren't exactly new technology so the theoretical models of "real" innovation penetration do not apply to them.
    It is more the same thing as improving an existing technology like the introduction of small clean diesel engines in Western Europe, this has been done through mass adoption of relatively cheap cars.
    I continue to think that the Renault-Nissan strategy :
    1.of an alliance with Betterplace and
    2.of a choice of models with a swappable battery and
    3.the support of engaged governments
    is what the BIG3 should do. However, this implies to renounce to a share of their individuality to go into more collective action, ...
    For myself, a Volt with a swappable battery and a warranty that the technological progress of batteries would be embedded in the price of purchase or in the lease of the battery should be the best solution. Like this seems to be the case with the LEAF, or Fluence or ZOE ZE.
    The basic characteristics of the Volt didn't change since - at least - three years perhaps four, and should remain unchanged for the next eleven years if we buy the car at the end of 2010.
    That seems a heroical assumption on the resistance of customers to technological obsolescence ... remember what happened some years ago (the day you bought your PC, it was obsolete) ... and there is day to day progress in battery technology.
    Thanks for your attention,
    JC NPNS
     
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