How times have changed. If anything was learned from this year’s North American International Auto Show in Detroit it was that the motoring industry is not what it used to be.
Attendees in previous years may have fond memories of the deafening music, smoke and dancing girls that accompanied a new model. However, at this year’s event there was less of the razzamatazz and more of a focus, as it became clear that manufacturers are in a race to market electric cars.
Though the most noteworthy electric vehicle currently available, the Tesla Roadster, doesn’t come cheap at $109,000, by the end of 2010 it will be joined by a host of affordable new options. Indeed whether they are established giants such as GM, Renault-Nissan and Ford, or relative upstarts like Fisker, the market has clearly moved towards marketing electric cars.
Who are the contenders?
The manufacturers that are intent on bringing electric vehicles to fruition reads like a who’s who of the automotive world:
- BMW: The German car maker could steal a march in the luxury sector with its Concept ActiveE, a plug-in version of the BMW 1 Series coupe. It has also electrified the MINI for a test programme.
- Coda Automotive: A relative unknown at the moment, Coda may soon establish itself as a household name with its battery powered saloon car with batteries from its joint venture in China. It will launch with an internet marketing strategy in California only, but is expected to have the capacity to produce 20,000 cars a year.
- Fisker Automotive: Seen as Tesla’s closest competitor, Fisker will debut its high performance plug-in hybrid known as the Karma later this year and is working on a lower cost option known as Project NINA having been boosted by a loan from the Department of Energy (see article).
- Ford: It plans to introduce a plug-in version of the Focus from 2011 and a next generation hybrid based on its global compact car platform from 2012. As announced at the Detroit Motor Show, Michigan will be the focal point of its electrification strategy with the company planning to invest $450million in the state (see article).
- General Motors: You can’t talk about GM these days without mentioning the Chevrolet Volt, to be known in Europe as the Vauxhall/Opel Ampera, which uses a petrol engine to generate electricity for its electric motor. The car will go on sale before the end of the year for $40,000; and a Cadillac range-extended model is also planned (see article).
- Mitsubishi: Having enjoyed success with its’ i-MiEV electric vehicle on home turf, Mitsubishi has established a partnership with PSA Peugeot Citroen to bring the car to Europe in the form of the Peugeot i0n and Citroen C-ZERO. Last week it also announced plans to help build 1,000 charging stations across Japan (see article).
- Renault-Nissan Alliance: Perhaps no other automaker has been as focused on electric vehicles as Renault-Nissan. Not only will the company deploy the 100mile all-electric range LEAF this year (see article), but it is working in partnership with Better Place to deploy a Renault electric vehicle as part of a plan to boost infrastructure around the world; and it is partnering with AeroVironment to build a home charger.
- Tesla Motors: Super-car performance from an electric car – if you didn’t think it was possible, then the Tesla Roadster is active proof that it can be done. Now the company is on a roll having secured DOE funding for its Model S saloon car (see article).
- Think Global: In many respects Think is the greatest reminder of how far electric cars have come. Having been sold by Ford in 2003 and undergoing bankruptcy proceedings in late 2008 it has since bounced back with partial ownership of US battery company Ener1 and plans to introduce the two-seat Think City, which will sell for less than $20,000 (with a Federal tax credit), in the US later this year.
Add to this list the likes of Toyota with its plug-in hybrids and fuel cell vehicles (see article); Chrysler which has ambitious electric car rollout plans now its merger with Fiat is complete; Honda with the exciting CR-Z Concept (see article); and even Audi with electric e-tron vehicles (see article); and it’s clear that the electrification of the automobile is under way.
So is the revolution here?
Del Boy Trotter was famous for saying “this time next year Rodney, we’ll be millionaires.” Indeed enthusiasts of electric cars could be accused of similar misplaced optimism after so many false starts.
However, now serious government investment through loans, grants and tax credits, coupled with a host of green energy programmes, is paying off, and while the implementation of infrastructure to charge these vehicles remains a major stumbling block (albeit one that is being addressed, slowly) it seems that… this time next year… there will be plenty of electric cars to choose from.
Faye Sunderland
