PHEV'09 -- Balancing warm enthusiasm and cold reality!

Montreal -- Exactly how good are consumers at grasping and accepting the new technologies used by hybrids and electric vehicles? The organizers of PHEV’09, an international conference and trade show held this week in Montreal, raised that question along with representatives from the auto industry and environmental groups.

Let me remind you first that Toyota will soon launch a few prototypes of the Prius Plug-in across Canada. This extended-range variant of the world-famous hybrid can be charged whenever the vehicle is parked.

Many "green" advocates are criticizing automakers for being slow in implementing mass production and large-scale retailing of these vehicles, notwithstanding the significant amount of time required by their development as well as the establishment of charging stations over a reasonably-sized network. There’s one more thing to consider: consumer attitude. Until further notice, no one is forced to purchase an expensive Toyota Prius instead of a cheap Corolla.

Stephen Beatty, Toyota Canada’s Managing Director, made himself loud and clear during the introduction of the Prius Plug-in at the Frankfurt Auto Show earlier this month: "Our goal is not to be first in the market with this technology but rather to ensure that it is the best technology for our customers," he said. "This demonstration program will provide real-world experience to create a vehicle that will be accepted and embraced by real drivers."

Stephen Beatty, Toyota Canada’s Managing Director.

The electric road
Electric drive systems will become increasingly present in the automotive landscape, that’s for sure. Lecturers who took part in PHEV’09 were indeed unanimous on that point. However, manufacturers are keeping a more conservative approach. They fear the inevitable failure that would result from the hasty introduction of unproven technology. "Toyota feels it’s wise to blend our enthusiasm with a measure of reality," said Mr. Beatty.

Canadian sales of Toyota- and Lexus-branded hybrids beautifully illustrate such attitude. The company barely sold 42,000 of those over a 10-year period. "But that’s 42,000 vehicles that demand NO changes in habits," Stephen Beatty pointed out.

In order to convince these customers, Toyota first had to bust a few myths about this new type of vehicles. "Drivers had many concerns about battery life, safety, performance, the availability of hybrid parts, the reliability of hybrid systems, and so on. Through auto shows, green living conferences, dealer events, sponsorship opportunities and other venues we have worked hard to address those concerns and dispel myths."

According to Mr. Beatty, efforts like that are peanuts compared to those demanded by the successful sale of 100-percent electric vehicles.

A cry from the heart!
At one point during his lecture, a participant worried about global warming interrupted Mr. Beatty and, with much concern in his voice, shouted: "Emission reduction -- that’s the big ticket that nobody’s putting any value on!"