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Nissan Cars
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Saturday, 28 November 2009 08:41 |
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 President Barack Obama has set an ambitious goal of putting at least 1 million battery-powered cars on the road by the middle of the coming decade.
Many in the auto industry have charitably called that target ambitious. Others are less polite. But while it may be a difficult goal, Nissan CEO Carlos Ghosn is among those who believe the public may get charged up by the switch to electric power.
To get there, however, he stresses that some of the industry’s basic business models may have to be rethought to reflect the new world of electric propulsion.
Ghosn was in Los Angeles recently for the start of Nissan’s “Zero Emissions Tour,” a 22-city road show that will lead up to the launch next year of the first of four battery-electric vehicles, or BEVs, the Japanese maker plans to launch in the next few years.
The Leaf is a 5-seat sedan similar in size to the subcompact Versa, but it replaces the current model’s gasoline engine with an 80 kilowatt electric motor with about 110 horsepower that draws its power from a lithium-ion battery pack.
While Ghosn is quick to proclaim that battery propulsion “will change the industry,” he also acknowledges that to win over buyers, tomorrow’s BEVs will need to be “affordable, … cool, attractive and fun to drive.”
On the positive side, electric motors develop maximum tire-spinning torque the moment they start to turn, and a prototype Leaf launched fast enough to throw a passenger back deep into the seat. The design of Nissan’s first battery car is as distinctive as Toyota’s gas-electric hybrid Prius, though Leaf program manager Hideaki Watanabe said Nissan opted against a “spaceship-style design” to avoid alienating more traditional buyers who might otherwise want an emissions-free car.
Nissan is betting there is a core group of buyers who will opt for a vehicle like the Leaf to assuage their “environmental guilt.”
But to make the technology sustainable as a business will require reaching into the mainstream. That’s not easy. Even conventional hybrids, such as the Prius, Honda’s Insight and the Ford Fusion Hybrid, are struggling to garner more than 2 to 3 percent of the U.S. automotive market.
There is no hard data, but it's estimated that there are only a few thousand BEVs on the road now, not including hybrids, which also have a gasoline engine. Hybrids have had some initial success in part because they don’t have some of the limitations of the pure battery car, such as limited range, long charging times and high costs, mostly for their batteries.
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