Tuesday, July 8, 2008

Advertising By Association

Hybrids are cool, right? They're the "in" thing right now. The demand for better fuel economy is increasing exponentially, and since hybrids are perceived as the greenest automobiles around, everyone wants to get on the hybrid bandwagon.

Even if their car isn't a hybrid.

Renault recently announced that they're bring the "micro hybrid" technology called "start-stop" to every model in their lineup by 2010. Great! Shutting down the engine instead of idling at stoplights is a great idea. It's something I do myself at lights I know to be particularly long, especially if I roll up to one just as it's turned red.

But why is Renault calling this a "micro hybrid" technology? There's nothing hybrid about it.

A hybrid, by definition, is "something, such as a computer or power plant, having two kinds of components that produce the same or similar results." Hybrid cars have two different powerplants, both of which are able to propel the car down the road on their own, or together.

BMW has implemented start/stop technology in their conventional gasoline & diesel powered "Efficient Dynamics" cars, and other automakers are working on getting it on their models as well. Mazda developed a start/stop system of their own, ostensibly even more brilliant in that they need neither a battery pack, nor a starter-motor to restart their engines. Their SISS (smart idle stop system) will appear on Mazda models as soon as 2009!

Shutting a gasoline or diesel engine down at a stop is not a hybrid. It's a smart idea, improving fuel economy by up to 10% (or more in city driving) but there's still just one kind of engine motivating that car.

Automakers need to call a spade, a spade and stop trying to greenwash their products, calling them something they aren't!

1 comment:

Shane Gomez said...

Even if you do purchase a hybrid car there is more you can do to lessen your effect on the environment. One of the most important considerations is how you drive. You can replace many of your car trips with using public transportation, carpooling or even riding a bicycle. Also, planning to use the car more effectively can reduce the overall number of trips you are making each week. Hybrid or not, the less you drive the better it is for the environment. You should also consider offering to be the car pool driver more if you are the one with the hybrid, this can also help to conserve energy and lessen pollution.


Shane G.
Sales
Demenagement Martineau