When hybrids started becoming popular, the new-fangled engine-motor combo was reserved for economy cars. But what about larger vehicles—cars and trucks that struggle to get decent miles per gallon? Seems like they would be a natural for the hybrid system, not to mention that their size makes it easier to accommodate the battery pack without compromising interior space.
But consumers haven’t embraced the idea. In fact, sales have been so poor that several automakers seem to be dropping their larger hybrid offerings. USA Today reports that General Motors has already stopped offering hybrid versions of the Cadillac Escalade, Chevrolet Tahoe and GMC Yukon SUVs. This despite the fact that the Escalade hybrid could give a driver 21 miles per gallon mixed driving, compared to 16 for the gasoline version—a 31% boost according to Escalade manager David Schiavone. “No one bought them . . . and they were great,” he says.
According to the senior editor for fuel efficiency and green car for Edmunds.com, John O’Dell, hybrids in luxury vehicles make “a very expensive car even more expensive. We’re not at the point where people are lining up to say, ‘I’ll spend more money to save the environment or to cut oil use,'” especially when a hybrid system can add $6,000 to the price of a vehicle.
Comments
Wow, I would expect the hybrid versions to be the best selling powertrain options. But still, $6,000 premium is a lot of money, maybe people are waiting for prices to go down before they buy hybrid versions of large utility vehicles.
Well here is the problem.
People worried about the environment and or gas prices have adjusted their lives to smaller vehicles. They are willing to do with out and have no problem with the Golf Cart like cars. In fact often large vehicles like this Hybrid or not are seen as excess they detest.
On the other hand the people who love large vehicles like this generally can afford the gas and usually give little thought of Global impact of their purchase. It is not that they hate the environment but it is a case where they do not feel that his is a major contributor compared to larger issues like India, China and many other third world concerns etc.
Think of it this way. A large hybrid is like a gun holster made just for a anti NRA member. It is not a case here of who is right or wrong but just a conflict of two different views in one product.
Also the added cost is not really a factor as most in this price range can afford it but most could care less for the option they do not feel they need or want.
To be honest there is a good logic to this as making a large vehicle more efficient and able to handle more people make sense but the thinking of both groups out the are generally counter to what this vehicles represents.
I kind of saw this the first time around but GM was willing to give it another try.
Hmmm is anyone really surprised? Like Scott said above. The demographics are nearly diametrically opposed for such a vehicle… IF you are trying to make an environmental statement. But if GM and other automakers stopped making it an option in the first place and simply treated hybrid tech in large vehicles as a necessity of making a large vehicle more efficient; then it would do just fine.
Those with the money to buy a Hybrid Escalade or such probably really don’t care that it’s a hybrid or not. So don’t make a big deal of it – like stickers and “Greenie” marketing. Just make its so (with the prerequisite mark-up) and leave it alone. It will sell just fine. Besides, as a niche product (hybrid as a “Greenie” statement) of course no-one will be attracted. Those people don’t see big and flashy, never mind powerful, as a major selling point in their cars anyway.
If they do market the hybrid tech it should be along the lines of cars like the La Ferarri, Porche 918, and McLaren P1. “it’s a hybrid because it’s the latest and greatest way to do a car. Faster, more powerful, and because you can have hyper-fuel efficiency AND performance as well!”
They have to sell it as the ultimate in luxury, not the ultimate in compromises. I almost feel they failed because yet again, GM didn’t know how to market a great product…as usual.
Hybrids like the 918 are the future of the Super Car as they would not survive with out the systems.
The fact they add ungodly performance is just an added bonus to make many who do not care about the hybrid technology just embrace it more.
In the SUV it is just a hard sell all together in this segment.
I think if GM had really focused on the smaller cars first sold themselves as Hybrid kings in the market then made a statement with the larger SUV models later.
Also if they had used a smaller engine or turbo V6 they may have made a better statement as the V8 that we love is a symbol of excess to the folks hugging trees etc. You and I know the V8 gets as good as MPG as the V6 but the marketing end many of these eviro people are looking for technology.
Yes it is illogical but keep in mind that people protested and made the Hummer H2 6600 pound and H3 4700 pound the poster boys of excess while other vehicles like the Porsche Cayenne sells in great numbers at 6,173 pounds and nary a word is spoken.
I do agree GM needs to market better. I know they have made a lot of changes in their marketing but there are areas they still are weak in how they sell products. They may want to spend less time on these commercial contest and really find the right marketing groups to sell some of these products.
Just look at Ford. They have made a marketing frenzy on the Turbo V6. People think the Eco is the best on the markets while the GM V8 has no problem matching MPG or even bettering it.
The same will be seen on the Aluminum body as GM already has a great advantage on most Ford trucks in weight but has GM ever pointed this out? It is great enough that Ford will tell you they are losing 700 pounds on some models but to this point they will not give you an estimated curb weight. 50 Pound loss of weight is impressive for someone 250 pounds but if you are 400 pounds the 50 pounds is a good start.
In the end Ford will market they are lighter than GM after planting this 700 pounds lighter than their previous trucks but will still not tell you they may only be 200-300 lighter than GM. That is equal to one fat buddy with you and that is not much.
It is much like the new truck in the commercial they tell a nice story about a woman and a horse but they tell little about the truck and the many changes they did.
But again this is the segment for years they would tie a truck to a ship or plane and pull it like it was a big deal and could be done with most RWD vehicles.
Where they went wrong is when they matched this system to the 6.0L V8 paired to a 4-Speed Automatic. How about a 4.3L V6 (335HP/310FT-LBS) with an 8-Speed that gets up to 25 City and 31 Highway for the Tahoe and Yukon while the Escalade gets a 3.6tt V6 (420HP/430FT-LBS) that achieves 23 City and 29 Highway?
In addition to what you guys said. They’re also ugly. Who wants “Hybrid” in large vinyl lettering down the side of their vehicle, or larger specific addons that are different from the non hybrids. Offer the same wheel packages as the non-hybrids, and other packages.
A single badge on the rear that simply states it’s a hybrid is enough. Sometimes simple is better.
It can be deleted easily.
I don’t know if Ford and Toyota’s full-size hybrid plans are still on but I hope so; these vehicles do make sense, they just need the right marketing, and a committed manufacturer.
The solution to large-vehicle fuel consumption woes has already been discovered. Diesel.
Sorry the Diesel is not a 100% solution with the American public. It will be a slow growth market but not one that will ever replace the gas engine.
It all comes back to mass. I have seen it stated clearly from GM and Ford that less mass is the key to the future.
Ideally, a low mass Suburban with a Voltec or full EV system would pacify all the worries about fuel economy and full-size SUV’s.
Ideally, that is.
It wouldn’t be an issue about their physical size, rather a concern about their efficiency. Such a Suburban would be the best long-term solution to fuel efficiency, and the best way GM could permanently secure it’s place in the segment. Heck, there are consumers who are put off by the Suburban because they were concerned by it’s fuel costs. An EV or Voltec Suburban would open it back up to those consumers.
At present, it’s an engineering challenge; batteries and electric motors that are powerful and robust enough to move a full-size SUV’s. It’s not that it can’t be done, but it’s as necessity to maintain the segment.
Of course, an EV Suburban would be expensive, but how else can you keep GM’s offering in the segment going for the long-haul? Diesel and gasoline won’t be cheap 20 years from now, and quitting because fuel is too expensive would be defeatism on GM’s part. GM should be prepared to innovate in the segment rather than wither away from pig-headed stubbornness because “it’s gotta have a V8!”
“it’s gotta have a V8!” stubbornness on GMs part has nothing to do with it. GM has long since proven it’s V8s to be the most fuel efficient in their class as well as across the board. We have had 25-30+mpg V8s from GM for over a decade.
The problem is one of physics. SUVs are simply too heavy to return high level fuel efficiency with current internal combustion tech – although in reality they do quite well for what they are. The only way to get significant fuel economy increases with today’s tech is through hybrid drive-trains.
These full-size SUVs have the space and will gain the most benefit from such a set up. Unlike economy cars where the main reason fuel economy isn’t sky high is because of customer demand for efficiency sapping options.
These cars are expensive, so if you buy can them, you can fuel thier tanks.