Hybrid Car Marketing

Wednesday, March 08, 2006

Answer to why diesel is not being developed?

From previous article:

DaimlerChrysler and Volkswagen are both trying to promote diesel in the US, where it has been ignored by both manufacturers and customers since gaining a reputation as a dirty and smelly fuel in the 1980s.

Also Peugeot are developing a diesel hybrid system

Another FT article on the hybrid car market (long but rewarding)

Powertrains: Petrol still leads the race to replace itselfBy James Mackintosh Published: February 27 2006 16:04 Last updated: February 27 2006 16:04

The race to replace petrol as the fuel of the future is shaping up as a three-way sprint, with the current leading contender being – petrol. Petrol driving an engine made more efficient by being linked to a “hybrid” battery and electric motor, but still petrol.
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Hybrids have taken a clear lead over the two main rival contenders, biofuels and diesel, as politicians and celebrities have picked the technology as the best way to boost their green credentials.
A distinctive look has helped the Toyota Prius hybrid hatchback become a green badge of honour for drivers wanting to show they are concerned about the environment. Tax breaks and access to local perks such as free parking and the use of lanes otherwise reserved for multi-occupancy vehicles have given hybrids a further boost. Sales are growing fast but remain small compared with the overall market – just 1.2 per cent of the US market, the world’s biggest, where 205,000 hybrids were sold.
In the past nine months the car industry has also accepted that it cannot resist the march of the hybrid. Until last summer hybrids were being pushed mostly by Toyota and Honda of Japan, where the heavy traffic provides the ideal conditions for hybrid systems. With a battery and electric motor as well as an engine, hybrids are most efficient in start-stop traffic where they can recycle braking energy.
Since then General Motors, DaimlerChrysler, BMW, and even long-time hybrid opponent PSA Peugeot Citroën have jumped on the bandwagon and begun investing in hybrids, although Peugeot has opted for a diesel-electric system. Nissan is launching a hybrid using Toyota technology, while Ford, which sells two hybrid sport utility vehicles in the US, is planning to increase annual output of the systems 10-fold to 250,000 by 2010.
Yet, executives at many of the car companies now developing or selling hybrids remain firmly opposed to the technology in principle. “Hybrids are a wildly inefficient solution,” says one senior official at a western carmaker. “They cost $3,000 to $4,000 per unit extra and involve having two powertrains, rather than one.”
Drive on a German autobahn at a steady 130mph and the expensive hybrid system turns into a heavy load of electronic junk doing little or nothing to help.
Kjell Bergstrom, head of powertrain at Saab, GM’s Swedish arm, says ethanol derived from plants is a better environmentally friendly solution.
“Getting a hybrid is like telling your wife that you are going down from four boxes of cigarettes a day to three boxes,” he says. “And then it is like smoking those cigarettes in a water pipe, a very expensive way to smoke them. Just driving a hybrid doesn’t make sense when it comes to value for money or value to society.”
He is not alone in his opposition. Patrick Pélata, head of strategic planning at Renault, which does not have a hybrid on sale, says governments are pushing carmakers to invest in them even though environmental improvements could be made quicker and more cheaply elsewhere.
“There’s a technology war that is not relevant to the real issues of the planet,” he argues.
However, the politicians are not only supporting the technology, but in many cases are choosing to drive hybrids too.
Britain’s top politicians have been offered Prius hatchbacks as an alternative to the ministerial Jaguar, while US President George W. Bush says hybrids are “the most promising way to reduce gasoline consumption quickly”.
The US president went on to tell an audience in Milwaukee that hybrids could go “twice as far on a gallon of fuel as gasoline-only vehicles”, although he did not point out that such performance would require a skewed test where the cars spend almost all their time in stationary traffic.
In fact, on government tests most hybrids get a 20 to 30 per cent fuel economy improvement against equivalent petrol vehicles, with more in the city and less on the open road.
Toyota, by far the market leader in hybrids, argues that the cost disadvantage of hybrids is outweighed by their fuel economy and low carbon emissions. It hopes to sell 1m hybrid vehicles a year by the early 2010s and is working to reduce the costs of the system to make them competitive without subsidies. Last year for the first time its sales exceeded 200,000 hybrids, with 112,000 of them in the US, although overall hybrids still took only just over 1 per cent of the US market, the world’s biggest.
Gerald Killman, general manager of Toyota’s powertrain engineering in Europe, accepts that hybrid systems are more expensive than diesel, but says the costs will come down rapidly.
“Hybrid technology is only eight to nine years old so cost savings that can be made are much bigger than for traditional engine technology which is more than 100 years old,” he said.
Toyota and Honda both claim to make a profit on hybrids, although they admit that the cars are less profitable than equivalent non-hybrid vehicles.
Several of their rivals, including GM and Nissan, have admitted that they expect to incur losses when they launch their first hybrids.
Still, rival technologies are not being given up, even by Toyota.
“We strongly believe in diversification,” Mr Killman says.
“There will be several technologies and evolutions of existing technologies that will be on the road together.”
DaimlerChrysler and Volkswagen are both trying to promote diesel in the US, where it has been ignored by both manufacturers and customers since gaining a reputation as a dirty and smelly fuel in the 1980s.
So far, though, only biofuels and hybrids are getting serious government backing.
Diesel cars use up to 20 per cent less fuel than petrol cars, but because they produce more smog-forming nitrous oxide and carcinogenic particulates they cannot be sold in five US states, and sales have not taken off outside Europe.
Even in Europe, tougher rules due by the end of the decade will push up the cost of diesel cars sharply.
This is likely to help hybrids secure their lead as the environmentally friendly technology of choice, at least until zero-emission hydrogen cars become available in a decade or so.

FT article on hybrid car market

Japan: Lead is eroded as hybrid halo starts to slipBy David IbisonPublished: February 27 2006 16:04 Last updated: February 27 2006 16:04

If the Detroit Motor Show was anything to go by, Geneva will be used by Toyota Motor and Honda Motor to prolong their bragging about hybrid vehicles. The two Japanese manufacturers dominate the market for petrol/electric technology and have not missed an opportunity to highlight their engineering prowess over their traditionally powered, petrol-only US rivals.
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Indeed, there was worrying news for US and European manufacturers ahead of the show when Honda Motor announced it would release the world’s first hybrid sub-compact for far less than $20,000, introducing a hybrid competitor to the market for cheaper, smaller cars.
The coming democratisation of hybrids is adding to the hype that has always surrounded them. Stoked by rising fuel prices and the apparent slaking of the US consumers’ appetite for large sport utility vehicles, hybrids were one of the hottest motoring stories of last year, leaving sensible industry executives shaking their heads in bewilderment.
Carlos Ghosn, the joint chief executive of Nissan Motor and Renault, is a well-known sceptic. He told an audience in Tokyo that he believed hybrids were a “terrible business proposition”, adding that “hybrid sales account for less than 1 per cent of global sales. It is a niche technology”.
His comments came as competitors are investing heavily in the development and expansion of hybrid cars. Ford Motor, General Motors, BMW, DaimlerChrysler, Volkswagen and Porsche have all announced plans to boost production and sales of the fuel-efficient vehicles.
However, sotto voce, GM and Ford have both admitted that the technology is not likely to be profitable for years, while Toyota and Honda say hybrids have narrower margins than petrol-only cars.
Mr Ghosn described demand for hybrids as “anecdotal” and added that he remained unconvinced consumers wanted petrol/electric vehicles rather than fuel-efficient diesel cars, cars that use “flex-fuel” – which has a higher alcohol content – or fuel-cell vehicles. “We have to be careful that we don’t try to impose a technology on the market,” he said.
This year and next could be when some of the gloss starts to come off the hybrid story. And the effect would be felt most by the leaders of the hybrid pack, Toyota and Honda.
The main market for hybrids is the US, and changes to the tax code due in late 2006 are expected to have a negative effect on hybrid sales. The new code imposes a limit of 60,000 on the number of hybrid cars each manufacturer can sell that will receive a full tax credit.
Once this number has been passed, the tax credit is phased out over a 15-month period to 50 per cent and then 25 per cent and then to zero. Previously, tax benefits were available to all buyers of hybrid cars with no upper limit on sales.
JD Power & Associates, the auto research group, has concluded that the number of hybrid models available in the US will increase to 52 by 2012 from the current 11, and it sees hybrid sales climbing 270 per cent to 780,000 units from 210,000 in 2005.
With Toyota and Honda expanding the number of hybrid cars on offer, there is every chance their tax credits will be exhausted by mid 2007. Buyers before that date will likely receive only partial tax benefits. Hybrid cars are already aggressively priced and the removal of the tax credits they receive in the US is likely to undermine their attractiveness.
There is also growing understanding by the public of the more complex issue of cost-benefit analysis when applied to hybrids – an argument favoured by many environmentalists.
A study by the American Council for an Energy-Efficient Economy, a non-profit research group in Washington, found that in mid-size cars, boosting mileage from 26 mpg to about 41 mpg using better engines and transmissions would add $1,000 to the price of the car, equivalent to 57 cents for each gallon of petrol saved, assuming the car has a 12-year lifetime.
It calculated that a similar hybrid vehicle would get better mileage but the electric system would add $3,500 to the price of the car, or $1.38 per gallon of petrol saved – more than twice the cost of using conventional technology. The figures vary but the added cost of hybrids is 1.5 to 3 times the added cost of conventional improvements, the ACEEE said.
The blogosphere is also playing a part in undermining hybrids. Owners have posted their own observations on their vehicles comparing actual miles per gallon with the manufacturers’ claimed numbers.
“I drove a [Toyota] Prius for a week and never saw 60 mpg,” said one. “I averaged around 42.”
Hybrids are, however, fashionable. And there are as yet few practical pretenders to their green credentials.
But the lead of Japan’s Toyota and Honda is being eroded by their US and European rivals. Combine that with a slipping of the hybrid halo, and the Japanese manufacturers’ bragging might deserve to be a little muted.

Monday, March 06, 2006

Marketing Plan

Hello all

marketing plan:
  • we need to bring to the market a car by VW....
  • a 4 door car
  • a diesel electricity hybrid (check why there are no such cars out)
  • release as a cost leader
  • Location of manufacutre
  • release to middle class of car market
  • tests for EU release what are they
  • safety features





Thursday, March 02, 2006

SWOT analysis

Here's some notes from the morning meeting.

We decided to concentrate on the SWOT analysis. Again we will divide each bit for everyone to do. This is how we have divided the tasks so far:
  • Strengths Tony & Sami
  • Weaknesses Tony & Sami
  • Opportunity Tai
  • Threats ???
Maybe two persons can do each bit and compare the notes, this way we can get more ideas on paper.

Some raw ideas we had so far about the competitors.


Strengths:
VW has a good reputation in Europe
Enough resources
Good strategy / Policy
Prius is price competitive

Weaknesses:
Existing customers in Europe have
Market share
Developed technology
Cost leaders

Opportunity:
Potential price reduction
government support
Price/Value ratio is getting better
Arise of environmental issues
Oil prices in future

Threats
Oil price remains / collapses
Earlier adoption stage
bad reputation / Media coverage
Reaches only small segment of the market
Technology is not competitive yet, and have not achieved economical scale
Less competitive compared to Diesel
Other alternative technologies might take over, such as Fuel cells...
New alternative for of energy is discovered

So there, a little mind storm of very random thoughts, unedited.

Transmission over.

Monk

Tuesday, February 28, 2006

Some links

Toyota Prius marketing and communications plan: (Nicked from Group 2... ahem)
http://andidas.deviantart.net/projects/academic/MaketingCommunications_ToyotaPriusMarketingPlan.doc

Technology
http://www.industryweek.com/ReadArticle.aspx?ArticleID=1178
http://news.bbc.co.uk/2/hi/uk_news/politics/4652534

Social
http://news.bbc.co.uk/1/hi/business/4015831.stm (also economic)


Political
http://www.timesonline.co.uk/article/0,,2091-1612771,00.html
http://www.greenpeace.org.uk/climate/climate.cfm?ucidparam=20060222173120&CFID=3941073&CFTOKEN=58750037

Competitors
http://www.industryweek.com/ReadArticle.aspx?ArticleID=11184

More to follow...

Sunday, February 26, 2006

PESTLE allocations

We have PESTLE allocations!

We agreed at the last meeting that we would fit our market analysis into the following categories:

Political and Social - Rich
Economic - Tony
Technology - Tai
Legal - Sami
Environment - Kiran

Thursday, February 23, 2006

The Green Mongrel!!

if you think about it a lil deeply and use the services provided by dictionary.com....

you will be able to see that this name is quiet clever

because we are dealing with hybrid cars....

we have

Green --> Environment --> Environment Friendly

Mongrel --> Combined --> Hybrid

Didnt include:

Car --> Car


Well after strenuous thinking and all such sorts we have decided to do a PESTLE analysis of the Hybrid Car Market!!

PESTLE standing for:

Political Issues promoting the Hybrid Cars (as of now)

Economic Isuues with what will make these cars popular or less popular...

Social: Am I Green within???

Technology: Why petrol and Fuel cells or electricity?? why not something else other than petrol..

Legal: Will I get sued for polluting?? (sonner than later I fear)

Environmet: what is an Environmental issue with a environment friendly car??
why not cycle why a car????? (not that I would)

Well think about it and please feel free to tell us what you think or dont think is relevant...

Thanks

Marketter 3

now to business

What do we have to do??

its something to do with VW and hybrid and somehting else.... and so on....


thanks

Marketeer 3

Welocme to the Green Mongrel

We have nothing to do with Dogs!!!

(natural or GM)

Regards
Marketing Group 1