It's Electric - or Electrified - Whatever, Just Get It Right

Tim Healey
by Tim Healey

The 2018 North American International Auto Show, aka the Detroit Auto Show, is upon us, and at least one of the new vehicles shown will be electrified. But not necessarily electric.

Yet, journalists, both those who cover the industry and especially those who normally work other beats (such as business or news), will continue to incorrectly conflate the two. Which in turn will give this editor even more gray hairs.

The difference between electric and electrified vehicles is simple. Electric vehicles, otherwise known as “pure” EVs, are vehicles solely powered by electricity. Electrified vehicles, by contrast, are powered in part by electricity. Hybrids are an example of the latter, as are range-extended electrics, mild hybrids, and plug-in hybrids.

Another way to think of it, as a Jaguar PR flack tells Digital Trends, is like rectangles and squares. Squares are always rectangles, but rectangles aren’t always squares. Which means all “pure” EVs are electrified, but not all electrified vehicles are electric vehicles. A more in-depth breakdown can be found here.

“Pure” EVs on the market include all three Tesla models, the Nissan Leaf, and Chevrolet Bolt. Hybrids include the Toyota Prius, while the Chevrolet Volt is an extended-range electric, as is the BMW i3.

Look, I get it. Before my time here at TTAC, I freelanced for our sister site HybridCars.com, and I occasionally got the virtual knuckle-wrap for using the wrong term. Now that the correct application has been beaten into my thick skull, I want to make a plea to the rest of the automotive press, along with the business press and the news section – learn the distinction and get it right.

This also goes for politicians – former president Barack Obama got it wrong and inadvertently caused confusion over what he meant when he said he wanted “one million electric vehicles on the road by 2015.” He meant “electrified.”

This distinction is important because consumers still don’t seem to understand the various terms related to electrified vehicles, and if the market share of both electrified vehicles and EVs is going to grow, consumer recognition will be part of that. Especially as Tesla continues to be a major part of industry conversations.

It’s also important as a way of parsing automaker announcements concerning future plans. Lots of OEMs claim “percentage X” of their fleet will be “electric” by a given year. That doesn’t mean they’ll be electric vehicles, though – in many cases it means they plan on building more hybrids, or making so-called “mild” hybrid powertrains available on some models. A “mild” hybrid is a hybrid in which an electric motor or motors assists a gas engine with propulsion, but the gas engine remains the primary source.

A prime example of how misuse of terms leads, in part, to poor reporting came earlier this year. Volvo announced it would commit to having all its models be electric or hybrid by 2020. Some outlets breathlessly reported it as Volvo going “all-electric.” Not exactly true, since the hybrid models would still use internal-combustion engines as part of their powertrains. Not to mention that this announcement applied to only new models, and not ones carrying over.

Misreporting basic terms hurts journalistic credibility, obviously, but also does a disservice to consumers. Imagine the Volvo intender who walks into a showroom in 2020, does all the research, and realizes that the “electric” Volvo he or she wanted is actually a mild hybrid. That person won’t be happy to find that only three Volvos will be available as “pure” EVs (plus two Polestars, if plans carry forward as promised).

I make this plea to my colleagues now not just because of what models may be unveiled in Detroit, but because the NAIAS is the auto show that gets the most coverage from the non-automotive press. I’ve stalked the halls at Cobo most years since 2009 or so, and I spot plenty of business writers and news writers mingling with us weirdos who cover cars exclusively. With the possible exception of New York (which is obviously a media-centric city), I’ve never seen a show that’s so spotlighted by other parts of the media. Parts of the media which probably reach more car buyers than most automotive-centric websites.

That’s why this matters. TTAC and AutoGuide and our competitors/compatriots may finally be getting the distinction correct, but if the New York Times, Wall St. Journal, and Washington Post aren’t getting it right in their business and consumer sections, the problem persists and consumers remain confused.

I know it’s easy to conflate these terms, which is why it happens. For the sake of clarity, though, let’s get it right.

Today’s media world is already confusing enough, thanks to an ever-changing and noisy news cycle, a cyclone of chaos dominating the political media thanks to the actions of one particular politician, and partisan outlets outpacing objective mainstream media for attention. Let’s get at least one little thing right in our quest to make better sense of it all.

[Image: Nissan]

Tim Healey
Tim Healey

Tim Healey grew up around the auto-parts business and has always had a love for cars — his parents joke his first word was “‘Vette”. Despite this, he wanted to pursue a career in sports writing but he ended up falling semi-accidentally into the automotive-journalism industry, first at Consumer Guide Automotive and later at Web2Carz.com. He also worked as an industry analyst at Mintel Group and freelanced for About.com, CarFax, Vehix.com, High Gear Media, Torque News, FutureCar.com, Cars.com, among others, and of course Vertical Scope sites such as AutoGuide.com, Off-Road.com, and HybridCars.com. He’s an urbanite and as such, doesn’t need a daily driver, but if he had one, it would be compact, sporty, and have a manual transmission.

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  • Npaladin2000 Npaladin2000 on Jan 12, 2018

    Bottom line - the words are going to mean exactly what the person saying them wants them to mean, until they want them to mean something else. It's an intentional grey/slip area that's useful when goalposts need to be moved later on.

    • See 1 previous
    • Stingray65 Stingray65 on Jan 12, 2018

      You can bet that Volvo absolutely wanted the EV loving media and public policy makers to believe that EVERY Volvo would be 100% battery powered by 2020, otherwise they would have said "battery and gasoline-electric hybrid" or some other clarifying terminology. Until EVs and hybrids become profitable, they are for all intents and purposes nothing but public relations tools to keep politicians from jacking up fuel economy standards even further.

  • Brandloyalty Brandloyalty on Jan 12, 2018

    People ought to be informed there are a lot more hybrids on the roads than they realize because most hybrid models have only a small logo to identify them. And an article exploding the more common myths about hybrids is far past being overdue.

    • See 13 previous
    • Tandoor Tandoor on Jan 13, 2018

      @brandloyalty I think it’s a myth that gas engines are most efficient on the highway. It’s actually where they are the least inefficient. Maybe I’m playing word games here but EVs don’t have a disadvantage on the highway so much as they have a large advantage in stop and go traffic. The energy to overcome drag increases by the cube of velocity so at 70+ it doesn’t matter what your driving, efficiency has gone out the window.

  • Theflyersfan OK, I'm going to stretch the words "positive change" to the breaking point here, but there might be some positive change going on with the beaver grille here. This picture was at Car and Driver. You'll notice that the grille now dives into a larger lower air intake instead of really standing out in a sea of plastic. In darker colors like this blue, it somewhat conceals the absolute obscene amount of real estate this unneeded monstrosity of a failed styling attempt takes up. The Euro front plate might be hiding some sins as well. You be the judge.
  • Theflyersfan I know given the body style they'll sell dozens, but for those of us who grew up wanting a nice Prelude Si with 4WS but our student budgets said no way, it'd be interesting to see if Honda can persuade GenX-ers to open their wallets for one. Civic Type-R powertrain in a coupe body style? Mild hybrid if they have to? The holy grail will still be if Honda gives the ultimate middle finger towards all things EV and hybrid, hides a few engineers in the basement away from spy cameras and leaks, comes up with a limited run of 9,000 rpm engines and gives us the last gasp of the S2000 once again. A send off to remind us of when once they screamed before everything sounds like a whirring appliance.
  • Jeff Nice concept car. One can only dream.
  • Funky D The problem is not exclusively the cost of the vehicle. The problem is that there are too few use cases for BEVs that couldn't be done by a plug-in hybrid, with the latter having the ability to do long-range trips without requiring lengthy recharging and being better able to function in really cold climates.In our particular case, a plug-in hybrid would run in all electric mode for the vast majority of the miles we would drive on a regular basis. It would also charge faster and the battery replacement should be less expensive than its BEV counterpart.So the answer for me is a polite, but firm NO.
  • 3SpeedAutomatic 2012 Ford Escape V6 FWD at 147k miles:Just went thru a heavy maintenance cycle: full brake job with rotors and drums, replace top & bottom radiator hoses, radiator flush, transmission flush, replace valve cover gaskets (still leaks oil, but not as bad as before), & fan belt. Also, #4 fuel injector locked up. About $4.5k spread over 19 months. Sole means of transportation, so don't mind spending the money for reliability. Was going to replace prior to the above maintenance cycle, but COVID screwed up the market ( $4k markup over sticker including $400 for nitrogen in the tires), so bit the bullet. Now serious about replacing, but waiting for used and/or new car prices to fall a bit more. Have my eye on a particular SUV. Last I checked, had a $2.5k discount with great interest rate (better than my CU) for financing. Will keep on driving Escape as long as A/C works. 🚗🚗🚗
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