Handicapping the race between the first real competitors in the electric car market isn't easy. As J.D. Power automotive analyst Kevin Riddell says, it's not about vehicle quality, but about feeding a buyer's desire to be green.
"Whatever you buy, it's pretty expensive for what you're getting," Riddell said. "So it has to be worth it to a buyer to make a statement: 'I'm using my money for what I believe this car stands for.'"
Poised at the starting block are the Volt and the Leaf.
The Volt is General Motors' extended-range electric sedan that seats four. Its battery stores enough charge to go 40 miles on electric power before the gas engine kicks in, extending the range another 300 miles on that tank of gas. The Volt will start at $41,000 before incentives and will be available in some states later this year.
Bob Kruse, former point man for the Volt at GM, says the electric-gas power combination reduces the amount of first-generation technology used. He says that the auto industry knows how to reliably build a small internal-combustion engine with a generator like the Volt's and that the engine's presence is a valuable piece of insurance.
The Leaf, Nissan's midsize hatchback, seats five adults and has an all-electric range of more than 100 miles. Available in some states in December, its base price before government incentives is $32,780 and there's an $820 destination charge.
There's no power backup; when the battery is spent, the driver needs to be someplace where the car can be plugged in. Owners accept the potential for significant inconvenience in order to go very green.
Green activist Tom Weis, president of consulting firm Climate Crisis Solutions, says people who see things the way he does are the most likely early buyers of electric vehicles. For them, he says, compromise is the wrong approach.
"Backup gas engines represent incrementalism, when what we need are quantum leaps," Weis said. "If the BP oil spill disaster demonstrated anything, it's that we need to get off of oil ASAP. Fully electric cars powered by a green electricity grid are what we need."
Sophie Ann Terrisse, CEO of STC Associates, an automotive branding firm, agrees with Weis and gives the sales advantage to the Leaf.
"In terms of branding and creating awareness, the Nissan Leaf has an edge," Terrisse said. "They have a well-targeted advertising campaign that positions the Leaf as the car to drive if you really care about the environment."
by By JENNIE L. PHIPPS
