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Automaker News
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Friday, 27 November 2009 23:35 |
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Page 2 of 2
The publicity push is working. The latest example is reports that GM has given a green light to produce the Cadillac Converj, a slick electric coupe concept unveiled at the 2009 North American International Auto Show. As cool as the car looks, the news flash is all about marketing. "Cadillac needs as much excitement in its portfolio as possible, so I think it's a good strategy for them," said Rebecca Lindland, director of auto industry research at IHS Global Insight. Bingo.
It's a great strategy for drawing attention to Cadillac. But if the goal of the hybrid and electric car movement is to offer low- or zero-emission transportation and to make a transition to sustainable personal vehicles, the Cadillac Converj is as wrong as the spelling of its name.
The current luxury hybrids are low sellers. The $70,000 Cadillac Escalade Hybrid has sold an average of about 180 units per month this year.
Why would a more expensive, less practical two-door Cadillac Converj, even with great lines and 40 miles of all-electric range -- sell at much greater numbers? Low production numbers also undermine arguments from Bob Lutz, marketing chief for GM, that the Converj will help the Volt program reach economies of scale or defray battery costs.
That doesn't matter. Nor does it matter that Cadillac has not confirmed the Converj story. Mission accomplished for GM PR. Nothing accomplished for sustainable mobility.
Wouldn't it be cool if there were a Detroit auto company that saw the value of electric-drive vehicles (unlike Chrysler), and (unlike GM) was modestly going about producing common-sense, affordable electric cars and plug-in hybrids on existing global scalable platforms? Maybe something like an electric version of a practical mild-mannered Ford Focus, or a plug-in hybrid variant of a small crossover Escape? No super fanfare. No rumors of slick, expensive future EVs that may or may not come. No Hail Mary passes. No bloated promises for handouts from American taxpayers.
That's what Ford is doing, again proving that it's moving in the right direction -- not only for consumer value and profitability, but for the future of Detroit, the U.S. economy and Planet Earth.
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