Honda Goal: Offer More Hybrids; Sell More Hybrids
May 21, 2008
By Michelle Krebs
To that end, Honda plans to introduce four new hybrid models by 2015 to meet its eventual goal of selling 500,000 hybrid vehicles a year, a nearly tenfold increase from its current hybrid volume.
Speaking in Tokyo at the company's mid-term business meeting, Honda President Takeo Fukui confirmed what has long been known -- that Honda is working on its own take on the Toyota Prius, an affordable hybrid-only car, which Fukui said will be launched in the U.S., Japan and Europe in early 2009. He also announced Honda will introduce a hybrid version of the sporty CR-Z (pictured) and add a hybrid version of the tiny, already fuel-stingy Fit.
"It is important to move hybrid vehicles, from the current image-oriented stage to the new stage toward full-scale penetration," Fukui said in his speech.
Honda "Prius"
It has long been known that Honda was working on a dedicated global hybrid along the lines of the Toyota Prius. In fact, AutoObserver sources said some time ago that the "Honda Prius," which has yet to be named, bears an uncanny resemblance to the Toyota Prius in design and configuration.
Honda's Fukui confirmed the new Honda Hybrid, like the Toyota Prius, is a compact five-door, five-passenger car. He said it has "an exterior design that employs the concept of the FCX Clarity," Honda's fuel-cell vehicle. An attractive design was important along with its environmental performance, Fukui said.
The new hybrid uses a compact, lightweight and highly efficient Integrated Motor Assist, like the one used in the Civic Hybrid, that relies less on the engine as the vehicle's main power source. The control unit and battery are located beneath the cargo space. The new hybrid will feature other technologies to assist with more efficient driving, he said. He added that the focus has been on weight reduction throughout the vehicle, which includes a thinner motor, and significant cost reduction.
"This [hybrid] vehicle will achieve unique and highly innovative characteristics as a dedicated hybrid model," said Fukui.
AutoObserver sources have said the new hybrid will reduce the price premium for a hybrid versus a conventional gas model, from $4,000 to $2,000.
Honda will build a new production line to build the motors at its Suzuka factory, where it builds the Honda Civic, to accomodate the new model. The new production line, expanded to 250,000 units annually with room to grow, will be operational by year-end.
Fukui said the new hybrid will be introduced in early 2009 in Japan, North America and Europe with expected annual sales volume of 200,000 units, about half of which is destined for the U.S. Fukui hinted that it is this kind of sales volume that's required to make hybrids a business success. Specifically, he said, this level of sales "will make it possible to establish a healthy structure for the success."
Word is it will be unveiled at either the Paris auto show this fall or the Detroit show in January. Toyota is expected to unveil its next-generation Prius at the Detroit show.
More Hybrids To Follow
Following the launch of the global dedicated hybrid, Honda said it will expand its hybrid sales
in the small class by introducing a new sporty hybrid based on the CR-Z concept unveiled at last fall's Tokyo Motor Show and displayed at U.S. auto shows, including one in Detroit in January. Honda also will add a new Honda Civic Hybrid and add a hybrid version of the Fit to round out its portfolio.
"Combined annual sales of these four hybrid models is expected to reach approximately 500,000 units," Fukui said.
On to Fuel Cells
Honda, as many automakers had at one time, sees hybrids as a stepping stone to fuel cells
that use no fossil fuel, emits no CO2 and, in fact, emits only water. To that end, Honda will begin lease sales of the FCX Clarity beginning in July and in Japan in the fall.
Fukui said Honda expects in the two markets combined to lease several dozen FCX Clarity models per year to reach a total of about 200 in the first three years.
Photos by Honda
1 - Honda CR-Z concept
2 - Honda Fit
3 - Honda FCX Clarity
Posted by Michelle Krebs at 6:12 AM under Companies , Featured , News , Technology , Toyota | Comments (0) | digg this | Seed Newsvine
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