Diesel fuel is now regulated to contain much less sulphur, making it possible to outfit diesel engines with emissions control technology that can ‘clean up’ emissions to levels comparable to gasoline-powered vehicles.
Few experts believe hydrogen fuel cells will become a cost-effective solution for ‘cleaning up’ vehicle technology. Fuel cells are effective in stationary heat and power applications, and may be useful in special vehicle applications, but conventional technology improvements and hybridization can achieve much in reducing emissions at a lower cost.
J.P.: Are consumers demanding new fuel-saving technologies, or do automakers typically make them available for other reasons?
B.O.: Generally speaking, consumers are not well-educated on the latest innovations in vehicle technology. Vehicle innovations to reduce fuel consumption and emissions usually arise in response to government policy, or to achieve product and brand distinction in a highly competitive marketplace.
J.P.: What challenges do automakers face in marketing alternative fuel or hybrid vehicles to consumers?
B.O.: Simply put, consumers are usually unwilling to pay automakers for more expensive technologies regardless of the promise of longer-term fuel savings. Instead, they seem to favour government regulation to increase fuel efficiency levels.
Consumers do demonstrate an appreciation of the value these innovations represent. Early Adopters aside, most consumers tend to discount the future value of fuel savings that result from an investment in advanced technology today.
J.P.: Will hybrids and diesel vehicles one day outsell gasoline-powered models, or are they more of a fad?
B.O.: I believe that some degree of hybridization will be present in nearly all new vehicle models within the next two decades. Diesel engines can be matched to a hybrid drivetrain just as easily as gasoline engines, so diesel-hybrids are likely to emerge soon.
I don’t think either of these technologies are passing fads - but the question is whether consumers can be made to appreciate the value that these technologies represent, and whether they’re willing to pay automakers a profitable price for them.
Few experts believe hydrogen fuel cells will become a cost-effective solution for ‘cleaning up’ vehicle technology. Fuel cells are effective in stationary heat and power applications, and may be useful in special vehicle applications, but conventional technology improvements and hybridization can achieve much in reducing emissions at a lower cost.
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| Tesla Roadster (Photo: Tesla) |
J.P.: Are consumers demanding new fuel-saving technologies, or do automakers typically make them available for other reasons?
B.O.: Generally speaking, consumers are not well-educated on the latest innovations in vehicle technology. Vehicle innovations to reduce fuel consumption and emissions usually arise in response to government policy, or to achieve product and brand distinction in a highly competitive marketplace.
J.P.: What challenges do automakers face in marketing alternative fuel or hybrid vehicles to consumers?
B.O.: Simply put, consumers are usually unwilling to pay automakers for more expensive technologies regardless of the promise of longer-term fuel savings. Instead, they seem to favour government regulation to increase fuel efficiency levels.
Consumers do demonstrate an appreciation of the value these innovations represent. Early Adopters aside, most consumers tend to discount the future value of fuel savings that result from an investment in advanced technology today.
J.P.: Will hybrids and diesel vehicles one day outsell gasoline-powered models, or are they more of a fad?
B.O.: I believe that some degree of hybridization will be present in nearly all new vehicle models within the next two decades. Diesel engines can be matched to a hybrid drivetrain just as easily as gasoline engines, so diesel-hybrids are likely to emerge soon.
I don’t think either of these technologies are passing fads - but the question is whether consumers can be made to appreciate the value that these technologies represent, and whether they’re willing to pay automakers a profitable price for them.