Quotulatiousness

September 2, 2010

Rival electric car manufacturers already positioning for dirty ad campaigns

Filed under: Environment, Media, Technology — Tags: , , , — Nicholas @ 09:27

Lewis Page rounds up the GM-versus-Tesla ad campaigns of the near future:

As US motor mammoth GM gears up for the launch of its plug-in hybrid Chevrolet Volt, it has applied to trademark the term “range anxiety” — meaning the fear suffered by battery-car owners regarding their ability to get home again after a given journey. Upstart battery car maker Tesla Motors has issued a panicky and unconvincing statement in response.

[. . .]

GM feels that “range anxiety” is a major reason why its original EV-1 battery car of the 1990s failed.

”We’ve been here before,” says GM marketing honcho Joel Ewanick. “We have first-hand experience with what the issues are.”

In short, the difficulty with an all-electric battery car is that there is little certainty of actually being able to complete any journey even close to the vehicle’s rated range, as battery endurance is highly variable — and manufacturers can’t publicise the worst-case (or even perhaps the likely-case) figures. If they did, nobody would ever buy their products.

[. . .]

Meanwhile, reputable Swiss boffins have lately pointed out that in fact a VW Golf powered by one of the new, super-low-emission injected turbodiesels is responsible for less carbon emissions over its lifespan than one with a li-ion battery running on typical grid power.

So, to wrap up the discussion briefly, nobody will be buying Tesla Roadsters or Government Motors Volts for their economic virtues: they’ll be buying them as expensive status-signalling devices to show off their (real or imaginary) environmental awareness.

No Comments

No comments yet.

RSS feed for comments on this post.

Sorry, the comment form is closed at this time.

« « If not the founder, at least a notable contributor| The local jousting scene » »

Powered by WordPress