Latest Hybrids Probably Won't Help Build the Market
November 19, 2009
In order to prod soccer moms across the nation to plug a visit to the BMW dealership into their Blackberrys, BMW North America Inc. this week nonchalantly announced the price for its first "full" hybrid-electric vehicle, the ActiveHybrid X6: $89,725.
Welcome to hybridization as seen by German luxury marques, who, given their choices for showcasing hybrid technology, seem to be more intent on using their new hybrids to prove why their diesel-powered models make much more sense in terms of actually appealing to consumers.
At nearly $90,000, the ActiveHybrid X6 has a total of 485 horsepower, weighs more than 5,600 pounds, delivers a 2-mpg improvement over than the 6-cylinder X6 (4 mpg better in the city and 1 mpg worse on the highway than the V8 X6) - and still has plenty of extra-price options.
In the spring, BMW will follow up with the ActiveHybrid 7, the hybridized version of its 7-Series flagship. The car is certain to crack the 6-figure price barrier.
Not that German automakers have the market cornered for hybrids with we-dare-you-to-buy-one pricing: Toyota Motor Corp.'s Lexus has owned the crown since the 2008 introduction of its Lexus LS 600h L, with the 2010 model currently priced at $108,800.
And General Motors Co. seemingly did not have the stereotypical penny-pinching hybrid customers in mind with the hybrid versions of its fullsize SUVs, the Chevrolet Tahoe, GMC Yukon and Cadillac Escalade. The Chevy Tahoe Hybrid starts at $50,720, the Cadillac Escalade Hybrid at $73,425.
The GM fullsizers use the same "2-mode" hybrid transmission employed by the new BMWs - GM, BMW and the former Daimler-Chrysler co-developed the 2-mode technology that was designed to be used by large, heavy utility-type vehicles. The new Chrysler Group LLC has said it will launch a hybrid variant of the Dodge Ram pickup also employing the 2-mode hybrid transmission.
Mercedes-Benz, meanwhile, also just launched its first vehicle to use the 2-mode hybrid technology, the 2010 ML450 Hybrid. In light of the stratospheric sticker prices (and unpredictable residual values) of its competitors' luxo-hybrids, Mercedes is taking the most practical - and seemingly market-friendly - approach: it is selling the ML450 Hybrid on a lease-only basis at a price of $659 per month for 36 months or $549 per month for 60 months. - Bill Visnic, senior contributing editor
1. BMW X6 ActiveHybrid sure to be a rare sight on U.S. roads (courtesy BMW North America Inc.)
2. Mercedes takes the practical route, retailing its ML450 Hybrid on a lease-only basis (courtesy Mercedes-Benz)
Posted by Bill Visnic at 9:30 AM under Business , Chrysler , Companies , GM , In the Media , Technology | Comments (1) | digg this | Seed Newsvine
Still, the diesel version of the X6, once certified for the US, would probably come in over 6000 lb; over the 3 ton gross weight limit in some gated communities. Displaces the pavers donchaknow.
Posted by: fulcrumb | November 19, 2009 at 11:29 AM