Hybrid-Electric Vehicles Go Mainstream

You can bet that the first drivers of hybrid electric vehicles back in 1999 were somewhat apart from the crowd. Auto analysts like to call them “early adopters,” those folks predisposed to try something new. Considering the general quirkiness of the first-generation Toyota Prius and Honda Insight full hybrids, many of these vehicles also tended to be snapped up by the environmentally-driven or the techno-inclined. Quirky was good in that it readily signaled other like-minded folks that one was behind the wheel of a high-tech, earth-friendly vehicle. How else could you explain fender skirts?

Honda’s Civic Hybrid integrates advanced hybrid power in a very mainstream package.

No matter, we’ve moved on. The latest breed of hybrid is decidedly, and sometimes painstakingly, mainstream. Take the Honda Civic Hybrid that debuted several years ago, our first look at what automakers had in mind for their second-generation hybrid vehicles. This gasoline-electric Civic is distinguished from its brethren by a small “Hybrid” emblem and “Gasoline-Electric” lettering located beneath a taillamp, and nothing more. The interior is also classic, comfortable, accommodating Civic, the only nod to its hybrid soul a specialized gauge in the instrument cluster.

America’s first hybrid model, the Honda Insight, is meant to look different than the norm.

Just as the Insight was meant to be unique, so too was the Civic Hybrid destined to be mainstream, a clear indication of Honda’s hybrid strategy and, in fact, its overarching and somewhat humbled philosophy of building in advanced powertrain and emissions technology through its model lineup without making a big deal of it. Clearly, when follow-on Honda hybrid models come – like the Accord Hybrid we’ll see at showrooms later this year – they will offer the look and feel of their conventionally-powered counterparts. And, oh yes, they will just happen to be powered by an integrated full hybrid system that achieves extremely low emissions and high fuel economy. You buy a Honda and this is what you get.

Toyota’s second-generation Prius (left) is larger and roomier than the earlier model.

Toyota’s strategy and philosophy are quite different. The all-new 2004 Prius is a quantum leap forward from the first-generation model in every respect - bigger, faster, more fuel efficient, fewer emissions, and much more fun to drive than the Prius that came before. It’s meant to be a more mainstream vehicle than its predecessor, but with an added high-tech edge not typically found in traditional Toyota models. There is no doubt that Toyota is running hard and fast with the new Prius as its poster child for advanced technology, and for good reason. Its design includes an array of high-tech innovations not previously associated with hybrids, such as a smart entry and start system that senses a driver’s security code from a key in his pocket, allowing hands-free keyless entry and the ability to start the car with a pushbutton, tap a gear selector, and drive away.

The V-6 hybrid electric Escape is Ford's first entry in the hybrid market.

The soon-to-come Lexus RX-400h hybrid is yet another example of how hybrids are being mainstreamed. This model underscores the hybrid’s expansion into larger SUVs and the luxury segment. While it isn’t likely that Toyota will spotlight the RX-400h in the same way it is the Prius, painting it as a high-performance hybrid is likely since the model’s hybrid-electric powerplant is more powerful than the base V-6 gasoline engine. Other examples of mainstreaming are emerging including Ford’s upcoming Escape hybrid variant, yet another example of applying hybrid technology to where it’s needed the most, in SUVs.

GM's first hybrids are the Chevrolet Silverado and GMC Sierra "mild" hybrid pickups.

While not as high-profile or as dramatic as their hybrid-electric counterparts, the emergence of the Chevrolet Silverado and GMC Sierra pickups as mild hybrids now means this technology has made its way into the workforce. Currently available to fleets and soon to general consumers, these pickups use a simpler and less expensive “mild” hybrid system than the full hybrid designs found in Honda and Toyota models, achieving a more modest 10 to 15 percent fuel economy gain. Because they’re generating onboard electrical power, these pickups also offer handy outlets for plugging in tools while working in the field.

This is just the beginning. Soon enough, we’ll see a growing number of hybrid options available in the most popular vehicles – the ones that call to us because of their style, their features, or their price – and we’ll examine our needs and then select a 4-cylinder, V-6, V-8, or a hybrid-electric powerplant. In a growing number of cases, all across America, it’s going to be hybrid.