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Ken Farrington

The first decade of the 21st century saw the birth of the hybrid vehicle thanks to the jump in gas prices during 2008 and the resulting rush to buy every hybrid in stock – it was a lot like the excitement that occurs every time a new smart phone is introduced.

With over a million hybrid cars sold during the last decade, I’m not sure we’re going to see the same level of interest with electric vehicles and part of the reason why is the word “electric”. It’s actually a bit negative as it suggests reduced freedom and is often used to describe a niche version of an existing product such as a lawnmower / electric lawnmower, stapler / electric stapler, and a slightly extreme example … chair / electric chair.

In a world that has been shifting to cordless / wireless for over 2 decades, carmakers wanting to ship millions of EVs will need to push the electric wording to the fine print and develop a product with a price / performance point that is attractive to many consumers, probably as an inexpensive second car or neighborhood vehicle.

Don’t get me wrong, I want to see EVs succeed as there will be a bunch of new silicon in each of those vehicles, but the value proposition just hasn’t matured yet and calling them “electric” isn’t helping. I bet there are people that bought a hybrid based on price, performance, and looks alone and didn’t even know it was a hybrid until after the fact. I don’t own one but if you do, I’d love to hear how the sales pitch was handled – was hybrid mentioned and if so, was it the dominant theme or just a casual mention? I can’t wait to hear about the EV sales pitches that should hit the showroom floors later this year.

If you’ve got an opinion on this “electric” topic, I’d love to hear it! Next month I’ll discuss some of the other barriers with EVs. Until then, take care!

Ken

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  • I've always wanted an electric vehicle, ever since I rode in the golf carts with car bodies on them at the open house where my dad worked - Westinghouse Electric Research and Development.  That was in the 60's.  I looked at some Jet Industries left-overs in the 90's that were offered for sale.  I test drove a couple - they weren't ready for prime time.  I've owned an electric bike.  I looked at hybrids but wasn't impressed by the value proposition, especially for my 28 mile, 3 stop light, 3 stop sign commute.  I bought a CNG car instead.  

    At least on paper, the Nissan Leaf looks like I want one.  I think there are enough early adopters who want an electric car to get things started, just like there were enough early adopters to get the hybrids started before the boom of 2008.  

    I have read articles that said that the Prius outsold things like the Honda Civic Hybrid because it was more recognizable as a hybrid.  In California, the HOV sticker has also played some role, and it is gone now from the hybrids.  

    There is definitely an energy crisis cycle, even less predictable than most business cycles, that will have a big impact on electric vehicle acceptance.  We'll just have to wait and see.  

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  • I've always wanted an electric vehicle, ever since I rode in the golf carts with car bodies on them at the open house where my dad worked - Westinghouse Electric Research and Development.  That was in the 60's.  I looked at some Jet Industries left-overs in the 90's that were offered for sale.  I test drove a couple - they weren't ready for prime time.  I've owned an electric bike.  I looked at hybrids but wasn't impressed by the value proposition, especially for my 28 mile, 3 stop light, 3 stop sign commute.  I bought a CNG car instead.  

    At least on paper, the Nissan Leaf looks like I want one.  I think there are enough early adopters who want an electric car to get things started, just like there were enough early adopters to get the hybrids started before the boom of 2008.  

    I have read articles that said that the Prius outsold things like the Honda Civic Hybrid because it was more recognizable as a hybrid.  In California, the HOV sticker has also played some role, and it is gone now from the hybrids.  

    There is definitely an energy crisis cycle, even less predictable than most business cycles, that will have a big impact on electric vehicle acceptance.  We'll just have to wait and see.  

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