The auto industry seems to be growing a bit green. Car makers across the world are exploring new, more environmentally-friendly power systems for cars and trucks. But despite these new developments, it doesn’t appear that American car buyers think green when they go shopping for a new vehicle. The Great Lakes Radio Consortium’s Bill Poorman reports:
Transcript
The auto industry seems to be growing a bit green. Car makers across
the world are exploring new, more environmentally friendly power systems
for cars and trucks. But despite these new developments, it doesn’t
appear that American car buyers think green when they go shopping for a
new vehicle. The Great Lakes Radio Consortium’s Bill Poorman reports:
Sales of environmentally-friendly vehicles are increasing in the U-S. Toyota is leading the pack,
with the debut in October of the second generation of its mid-size hybrid car, the Prius. The
small gas engine gets help from an electric motor, making for a much different kind of
start-up.
(sound of Prius starting)
However, those sales are dwarfed by the sales of gas guzzling SUVs.
(sound of H2 starting)
That’s the H2 – the latest in General Motor’s popular line of Hummers.
These vehicles are so big that they’re considered a heavy truck, making
them exempt from the federal government’s fuel economy ratings, so you
won’t see the gas mileage on the window sticker.
But salesman Ed Arthur of Capitol Hummer in Lansing, Michigan, says
that’s not a big deal. Arthur says H2 customers are looking for
something else than fuel economy.
“They’re looking for something that’s unique. It’s different.
They want something to be where they can go off-road if they want to.
If they don’t want to, that’s fine. But they want the capabilities, but
they don’t want to sacrifice the comforts and the rides that they’ve
been getting in other cars and other types of vehicles in the past.”
These kinds of preferences aren’t just limited to the select customers
who can afford a 50-thousand-dollar Hummer. John Denove studies
customers’ car-buying priorities for JD Power and Associates, an
automotive consulting firm.
“Probably your top five include the quality/reliability issues, styling, safety, gas mileage, and
incentives.”
And Denove says, gas mileage only recently crept into the top five, as
gas prices have risen. As for pure environmental motives, he says he
recently developed a survey and, during a series of interviews, found
fifty different factors people consider when they’re choosing what car
or truck to buy.
“The funny thing is, nobody during those interviews ever mentioned green issues other than gas
mileage, so they never made it into the survey.”
But environmentalists think those findings might not capture what’s
really happening when people go into dealerships. Jon Coifman is with
the Natural Resources Defense Council. He says that people just assume
cars and trucks won’t harm the environment now. Regulations have
prompted automakers to develop and sell cleaner technologies.
“What we’ve learned over the years is that when you’ve got
good standards in place, the automakers have done a pretty good job of
delivering good solutions at a pretty good price.”
Detroit’s car companies argue that price and performance are both major
reasons for their delay in getting out newer and more expensive
environmental technologies, like hybrids and electric cars. Consumer
surveys show most car-buyers won’t pay more just to be green. And
electrics never caught on because they had a limited range and had to be
plugged in each night.
But Toyota now says that it’s making money on every Prius. And next
year, the Japanese automaker plans to put a new twist on hybrid sales.
It will overcome the lack of demand for green vehicles by marketing a
new hybrid SUV as a performance vehicle, with a four-cylinder engine
producing six-cylinder power, and by the way, it gets good mileage.
The NRDC’s Coifman says this makes him worry that GM, Ford, and Chrysler
are already losing this latest car sales skirmish.
“Our fear is that, as this revolution unfolds, that the
American manufacturers may have been dragging their feet too long and
are going to miss the boat.”
In the meantime, GM’s investment in the Hummer is paying off for the
company and its dealers. The vehicles bring in huge profits. GM is
even considering adding another, but smaller, Hummer to its line-up,
filling what seems to be an ever expanding taste for gargantuan, rather
than green, vehicles in the U.S.
For the Great Lakes Radio Consortium, I’m Bill Poorman.