One seemingly forgone conclusion in the automotive industry is that dwindling and insecure oil supplies mandate us to adopt more effective hybrid solutions such as biofuels, hydrogen combustion, fuel cell, or electric cars. DailyTech recently reviewed the hybrid flex-fuel GMC Sierra which can run on regular gasoline or E85 ethanol. With trucks still an extremely popular sales sector, GM and Chrysler are racing to make more fuel efficient hybrid trucks.
Ford, who manufactures the consistently best-selling F150 truck, has remained apathetic to “greening” the full-size truck market with hybrids. Car and truck news site Automotive News recently interviewed Doug Scott, Ford division's truck marketing manager for insight into why Ford was neglecting this market segment. They inquired whether the launch of full-sized hybrid pickups from GM and Chrysler later this year indicated a market for the trucks.
Mr. Scott harshly blasted his competitors’ efforts saying, "It is a publicity stunt."
He continued, "It is no different than what you are seeing with their large SUVs. They are not selling any Tahoe and Yukon hybrids. It's about something to advertise."
Ford claims its EcoBoost technology, which uses traditional gasoline, trumps GM and Chrysler's hybrids. EcoBoost is a direct-injection technology, which Ford claims delivers 20 percent better fuel economy and 15 percent less CO2 than larger displacement engines.
"In our case, we chose to have a democratization of technology like EcoBoost. Get more fuel efficiencies out there in mass and volume to as many people as you can, rather than focus all this energy on a very limited application that isn't going to be really appealing to many people," Mr. Scott stated.
GM has similar efforts, but looks to top it off with even bigger gains from hybrid technology as well. Ford, however, is convinced that direct injection is good enough, and that its customers don't need more fuel efficiency than that.
All of the automakers are struggling to survive a declining economy. While green cars have generally been safe from the model cuts that have been occurring of late, the Chrysler Aspen and Dodge Durango hybrids were discontinued when it was announced that the plant making them and their non-hybrid SUV counterpart would be closed.
Despite being 40 percent more fuel efficient, according to the EPA, the defunct Aspen and Durango hybrids are being blasted by some as a sign of the death of truck/SUV hybrid industry, an industry which is labeled as bloated, ineffective, gimmicky, and unwanted by its critics.
Some have instead blamed the HEMI engine for the downfall of the hybrid and non-hybrid Durango/Aspen lineups. The HEMI is very powerful, but notoriously inefficient. Despite the big boost that the hybrid design gave them, they still struggled to compete in the increasingly efficiency-craving market.
Chrysler is undeterred and says it plans for hybrid SUVs and trucks will continue, stating, "We can't disclose forward-looking production plans, whether we can meet them or not. There are strong indicators that there's a market for full-size vehicles, so we look forward to the Dodge Ram coming and obviously we'll have further hybrids down the road."
One thing that is clear by Ford's latest attacks -- the auto industry is bitterly divided on the topic of large hybrids with GM and Chrysler supporting the majority opinion that they are necessary, and Ford taking a hard stand as the minority opinion that they are unwanted and a waste of resources. Ford also seems to be disapproving of the upcoming electric-car market, as the only major U.S. automaker with no plans to release a plug-in hybrid.