Automakers Showcase Luxury Hybrids at Geneva Auto Show

On Tuesday, a number of automakers debuted their latest hybrids or announced their plans to do so at the Geneva Auto Show, which begs the question: Are hybrids the future of the automotive industry or are the automakers only trying to generate hype while the traditional combustion engine reigns supreme?

For now, most carmakers are hedging their bets.

Porsche started the auto show with a hybrid Cayenne S SUV. French automaker PSA Peugeot Citroen SA will launch hybrid vehicles in 2012. And Toyota announced plans to offer a hybrid of every existing model by 2020.

Growing Demand, Stricter Standards

Auto execs point to growing customer demand for gas-electric-powered vehicles and the desire to remain competitive as standards for fuel efficiency become stricter.

“Our experience with Prius and other hybrids tells us that market acceptance of hybrids is growing,” commented Andrea Formica, Toyota European Vice President.

In 2009, 530,000 drivers bought hybrids worldwide, an increase of 24 percent from 2008, and in Europe, sales of the Prius in a tough market rose by three percent to 44,000 units in 2009.

“Drivers of hybrids are no longer pioneers or early-adapters. They are more and more mainstream buyers,” Formica added.

Most Automakers Focus on Gas-Powered Vehicles

Although the biggest carmaker in the world can prove its green credentials with the third generation of its blockbuster Prius model, most automakers have put their resources into improving their traditional gas-powered models for the time being. Some seemed satisfied to introduce hybrids as a way to placate the guilty consciences of drivers concerned about their carbon footprint.

“Hybrid sales are not booming in any part of the world,” explained Jan Ake Jonsson, Saab CEO. “One reason being, of course, is it is a very expensive proposition and today's gasoline and diesel applications are getting more and more efficient.”

“Many people are asking themselves, for another two miles per gallon or whatever it might be, is it really worthwhile paying $5,000 or $6,000 for a hybrid solution?” he questioned. “I think the hybrids need to be a little more cost-efficient until we see a volume.”

Of course, Saab has its own troubles, rebooting a company that almost died from a lack of buyers until its December deal with the Dutch carmaker Spyker. Currently, Saab is concentrating on recommencing production and stocking its distribution chain, but Acker claims that hybrid technology will be a part of all models in the future.

New Hybrids

Michael Macht, Porsche CEO, heralded the Cayenne S hybrid as a “milestone on the way to electric mobility” for the VW brand, even though the head of development for Porsche conceded that the high-performance SUV has a range of just 2.8 miles in electric-only mode.

“Our aim is to get a double-digit range in the medium term,” explained Wolfgang Duerheimer.

BMW used a gasoline-only formula for the redesign of the blockbuster 5-Series sedan and the all-new Mini Countryman, both of which the automaker unveiled in Geneva. Nevertheless, the Bimmer people said they are currently developing a hybrid 5-Series that switches to electric mode automatically once the vehicle exits the highway.

Nissan, Chevy, Mitsubishi, and Audi all have numerous electric and hybrid models planned, largely with modest sales predictions in mind.

Whether hybrids are more about image or saving the planet for manufacturers is unclear, but luxury and performance automakers hopped on the hybrid bandwagon this year with a vengeance. A few of the most notable new hybrids are summarized below.

• Ferrari 599 HY-KERS: The hybrid version of the 599 has a lower center of gravity than the original and packs a high-voltage electric motor connected to a seven-speed Formula-1-derived transmission. The electric motor can produce up to 100 horsepower.
• Porsche 918 Spyder Concept: The 918 Spyder is a plug-in hybrid sports car with a 500-horsepower V8 engine and two electric motors that contribute another 218 horsepower. The car’s electric power is housed in a liquid-cooled lithium ion battery that sits right behind the seats for ideal weight balance.
• Porsche Cayenne Hybrid: The Cayenne S Hybrid has a 333-horsepower V6 engine and an electric motor with 47 horsepower. The Cayenne Hybrid can cruise on electric power alone on level ground at speed of up to 97 mph.
• BMW 5-Series ActiveHybrid Concept: The 5-Series Hybrid uses full-hybrid technology, which means it can be operated at low speeds on completely electric power. BMW has not announced when a 5-Series Hybrid might begin production.
• Lotus Evora 414E Hybrid Concept: This hybrid sports car has an electric motor for each rear wheel, with the two producing 408 horsepower total. Although electric vehicles typically do not have transmissions with separate gears, the Lotus offers a “sport mode” that gives the driver a seven-speed transmission impersonation with steering-wheel-mounted paddle shifters.