A little hybrid rant: Cool v. Intelligence

Why did Toyota work so hard on the Prius? Why did Honda push the Insight? Why didn't America push hybrid technology?

American auto manufacturers have seemed so against the idea of not only fuel efficiency, but efficiency itself. Even today hybrid technology is too expensive, they continue to say. It's almost as if Detroit is still hoping gas will return to $1.00 per gallon, and that this whole hybrid thing will go away.

Efficiency isn't just about fuel

This week the auto establishment has been a buzz with news that electronic stability systems are going to be put into most American-made SUVs.

Apparently, SUV rollover is a problem.

What? Are you kidding me?

Detroit has been marketing SUVs as Safer than Safe for at least a decade. Yet, this problem was ignored by Detroit, even well after such technology was proven in luxury vehicles.

That's inefficient negligence in my opinion.

Today, Toyota believes pollution is a great threat to humans and to the company. And they believe efficient vehicles can do something about it.

Man, I look cool

The American auto industry, on the other hand, focuses on horsepower and looking cool because, they claim, that's what customer satisfaction surveys tell them to do. Additionally, it's a lot easier to market sex appeal than intelligence.

Now Ford is leasing technology from Toyota so Ford could create a couple of Ford Escape Hybrids and beat Toyota to the "First hybrid SUV" award.

Did customer satisfaction surveys tell Ford to do that as well?

Why the rush?

The Lexus RX400h hybrid had to have it's market release date pushed back, at least partially, due to demand. Thousands have already been purchased in advance, and Toyota is already increasing production on the world's first luxury hybrid SUV, set to hit markets mid-April.

Now American mags are even buying into the hybrid vehicle. The Honda Accord hybrid, set for a December 3 release, brings significant horsepower into the hybrid sphere.

Suddenly, hybrid technology is seen for it's potential - faster, more powerful, significantly more fuel-efficient, pollution reducing vehicles. Additionally, the gasoline engine could ultimately be replaced by a hydrogen engine and help bring in the 'hydrogen economy'.

Wow. You mean hybrid cars are better than standard cars?

Ultimately, efficiency will always trump inefficiency. Hopefully, one day intelligence will also trump looking cool.