#Hybrids

15 years after the launch of the Prius, Toyota has sold 1 million hybrids annually for the first time, with hybrids making up 14 percent of the company’s sales so far in 2012.

With a rising yen and forecasted sales of 200,000 units, Toyota is looking to kick Prius production into high gear on North American shores.

An executive of a large carmaker that is very proud of its alternative energy offerings lately sighed into his drink: “If my customers would be anywhere near as interested in green cars as journalists, we would have long ditched the ICE.” I am reminded of that sigh when I read the news today.

“Americans are buying record numbers of hybrid and electric cars as gas prices climb and new models arrive in showrooms, giving the vehicles their greatest share yet of the U.S. auto market.” This according to the Associated Press, and papers from the Washington Post to The Bellingham Herald that reprint it. Really? Let’s have a look.

You heard it yourself. When Obama is out of office, he’ll buy a Chevrolet Volt and drive it himself. The Secret Service, which famously wouldn’t let Obama drive the Volt down the Hamtramck assembly line, generally protects the President for up to 10 years after they leave office – we’d assume that the “no driving” clause applies here. So Obama’s Volt may sit for a long time – hopefully it won’t brick.

Meanwhile, the DoE’s projection of 120,000 Volts produced in 2012 (let alone sold to consumers) still looks a little optimistic. GM just restarted production of the car a few days ago. Their sales target of 45,000 in 2012 has been abandoned after coming 2,300 units short of their 10,000 unit goal in 2011. GM now says that they will adjust “supply to meet demand”.

Starting in March, the Chevrolet Volt will be eligible to use the HOV lane on California highways. The catch? You have to buy a new Volt to use the carpool lane.

Marketing hybrids is a challenge. You just can’t get past the one failing point of hybrids. Hybrid are simply not cool.

Deal with it. Do you know what is cool? An El Camino is.

With concurrent news that some GM dealers are trying to game the vehicle allocation system comes news that Chevrolet dealers are outright rejecting shipments of the Chevrolet Volt.

Since many of you old-timers see us young folks as self-absorbed brats, I decided I wouldn’t spam TTAC with my “angry young man” rants too often – but today is a special case, with the results of a Deloitte study on Gen Y being released. As you’d guess, they are about as accurate as Toyota’s notion that consumers aged 18-30 would want to buy boxy subcompacts that they can customize.

A non-profit group backed by some major OEMs sent out a press release claiming that diesel vehicle sales are up by 27 percent in 2011 while hybrid sales are down by 2.2 percent. So, D’s up, hoes hybrids down while you motherf***ers bounce to this?

Volkswagen had painted a bulls-eye on Toyota and wanted to beat the Japanese by 2018. At least in terms of production numbers, Volkswagen will have Toyota beat this year. Instead, VW has to contend with GM.

The long-term new energy strategy of Volkswagen and Toyota on the other hand could have been devised in a joint planning session. Volkswagen believes that near-term, the plug-in-hybrid has a great future, whereas Volkswagen’s CEO Martin Winterkorn won’t live long enough to witness the boom of the pure electric car.

The German newspaper Handelsblatt has an interview today with Winterkorn. It echoes in large parts the interview which I had ten days ago with Toyota’s Chief Engineer Satoshi Ogiso. The two sound amazingly similar: Bullish on plug-in hybrids. Cautious on EVs.

A couple months back, Cadillac gave me a bright red, three-ton, rollin’-on-22s, chrome-drenched, hybrid-electric, $88,140 luxury truck to drive while in Michigan for the Campaign To Prevent Gingervitis 24 Hours of LeMons. Since that time, the effort of attempting to write a meaningful review for this ridiculous-yet-amazing machine has caused my brain to develop a severe rod knock. Who is supposed to buy this thing? I asked myself. What can you do with it?

Beginning on Monday, March 28, Toyota will restart production of three hybrid cars “which are in high demand” as Toyota spokesman Paul Nolasco said.

Both lines of Toyota’s Tsutsumi plant in Toyota City will begin full Prius production on Monday. These used to be mixed production lines. A few cars were left incomplete when Toyota stopped all production in all of Japan after the quake. Those cars will be finished. Then, both lines will make exclusively Prii (as in the now official Toyota Prius plural.)

Call me a cro-magnon cave dweller, but whenever I read these “car of the future” stories, I am reminded of a discussion I had with a Volkswagen engineer, some time in the late 70s. I was a wide-eyed copywriter and believed anything.

“I am working on the car for the year 2000,” the engineer announced.

“Wow! What will it be?” the wide-eyed copywriter asked in awe.

In Europe, hybrids are treated as the work of the devil. In America, hybrids are more a statement of political leanings. Japan is downright hybrid-kichi (crazy). Exhibit A: Toyota’s Prius sales.