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Green cars now chic, not cheap
Fuel-efficient vehicles garner new cachet
BY MARK PHELAN • FREE PRESS COLUMNIST • June 29, 2008
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For decades, automakers have sold special models that promise extra performance and off-road ability. Established badges like SS, GTI and Trail Rated soon may be joined by a new line of sub-brands identifying models as having exceptionally low fuel consumption and environmental impact.
That's already happened in Europe, home to sky-high fuel prices and powerful Green political parties. Good fuel efficiency has become synonymous with social responsibility across the continent.
Now General Motors has tweaked two of its U.S.-built compact cars for better fuel economy and taken the unusual step of using the same name -- XFE -- for the trim level on cars sold by two different divisions.
The Chevrolet Cobalt XFE and Pontiac G5 XFE both offer better fuel economy than regular Cobalts and G5s, thanks to quick action by GM's engineering and marketing teams. The 2008 Cobalt XFE went on sale in April with a 9% improvement in its EPA fuel economy ratings to 25 m.p.g. in the city and 36 m.p.g. on the highway. The Cobalt XFE gains another mile per gallon on the highway for 2009, improving to 37 m.p.g. The Pontiac G5, which sells in far lower numbers than the Cobalt, matches the Chevrolet's fuel economy.
To get the improvement, GM engineers revised the cars' engine calibrations, changed their final-drive ratio and switched to low rolling-resistance tires. Those modifications mean the XFE's acceleration and handling are not quite as good as other Cobalts and G5s, but the trade-off created a new model that was right for the times and ripe to be advertised.
"We saw fuel prices rising early this year, and rather than sitting on the sidelines worrying, we did something," Chevrolet spokesman Terry Rhadigan said.
If this works -- and sales results so far indicate that it does -- don't be surprised if other GM brands add fuel-sipping derivatives of their existing models. Other automakers could follow suit.
The XFE accounts for about 9% of Cobalt retail sales this month, and the fuel-efficient model sells quickly, averaging just 28 days on a dealer's lot. The XFE's prospects helped convince GM to add a third shift at the Lordstown, Ohio, plant that builds it.
Chevrolet may apply the strategy -- and the XFE badge -- to other model lines. Other GM divisions may do the same, although they might not use the same XFE badge.
European automakers began launching green sub-brands not long ago.
GM's European brand Opel reserves the ecoFlex badge for the model in each of its car lines with the lowest emissions and highest fuel economy.
Ford of Europe does the same with an Econetic badge for cars with its most efficient European diesel engines.
Volkswagen has launched BlueMotion, its own line of European models with diesel engines, low rolling-resistance tires and other modifications to save fuel. These are all marketing designations rather than absolute statements, of course, so the fuel economy claims are a bit like "reduced calorie" ice cream. Reduced compared with what? Shoppers should still compare the fuel economy ratings on different vehicles to figure out what car will save them money and fuel.
No automaker other than GM is talking about doing this in the United States. VW will launch its new fuel-efficient diesels with fanfare later this year, but each will be badged simply as TDI, VW's name for its turbocharged direct-injection diesels.
Automakers have tried identifying cars as special fuel-saving models in the United States before, but the practice didn't catch on, largely because the badges implied the driver was cheap or poor. Buyers might like fuel economy, but they didn't necessarily want to advertise the fact that their car choice was determined by their fuel bill.
Adding the chic mantle of environmental awareness to the virtue of frugality could make this generation of eco-badges more popular.
http://www.freep.com/apps/pbcs.dll/article?AID=/20080629/COL14/806290584/1081
Fuel-efficient vehicles garner new cachet
BY MARK PHELAN • FREE PRESS COLUMNIST • June 29, 2008
For decades, automakers have sold special models that promise extra performance and off-road ability. Established badges like SS, GTI and Trail Rated soon may be joined by a new line of sub-brands identifying models as having exceptionally low fuel consumption and environmental impact.
That's already happened in Europe, home to sky-high fuel prices and powerful Green political parties. Good fuel efficiency has become synonymous with social responsibility across the continent.
Now General Motors has tweaked two of its U.S.-built compact cars for better fuel economy and taken the unusual step of using the same name -- XFE -- for the trim level on cars sold by two different divisions.
The Chevrolet Cobalt XFE and Pontiac G5 XFE both offer better fuel economy than regular Cobalts and G5s, thanks to quick action by GM's engineering and marketing teams. The 2008 Cobalt XFE went on sale in April with a 9% improvement in its EPA fuel economy ratings to 25 m.p.g. in the city and 36 m.p.g. on the highway. The Cobalt XFE gains another mile per gallon on the highway for 2009, improving to 37 m.p.g. The Pontiac G5, which sells in far lower numbers than the Cobalt, matches the Chevrolet's fuel economy.
To get the improvement, GM engineers revised the cars' engine calibrations, changed their final-drive ratio and switched to low rolling-resistance tires. Those modifications mean the XFE's acceleration and handling are not quite as good as other Cobalts and G5s, but the trade-off created a new model that was right for the times and ripe to be advertised.
"We saw fuel prices rising early this year, and rather than sitting on the sidelines worrying, we did something," Chevrolet spokesman Terry Rhadigan said.
If this works -- and sales results so far indicate that it does -- don't be surprised if other GM brands add fuel-sipping derivatives of their existing models. Other automakers could follow suit.
The XFE accounts for about 9% of Cobalt retail sales this month, and the fuel-efficient model sells quickly, averaging just 28 days on a dealer's lot. The XFE's prospects helped convince GM to add a third shift at the Lordstown, Ohio, plant that builds it.
Chevrolet may apply the strategy -- and the XFE badge -- to other model lines. Other GM divisions may do the same, although they might not use the same XFE badge.
European automakers began launching green sub-brands not long ago.
GM's European brand Opel reserves the ecoFlex badge for the model in each of its car lines with the lowest emissions and highest fuel economy.
Ford of Europe does the same with an Econetic badge for cars with its most efficient European diesel engines.
Volkswagen has launched BlueMotion, its own line of European models with diesel engines, low rolling-resistance tires and other modifications to save fuel. These are all marketing designations rather than absolute statements, of course, so the fuel economy claims are a bit like "reduced calorie" ice cream. Reduced compared with what? Shoppers should still compare the fuel economy ratings on different vehicles to figure out what car will save them money and fuel.
No automaker other than GM is talking about doing this in the United States. VW will launch its new fuel-efficient diesels with fanfare later this year, but each will be badged simply as TDI, VW's name for its turbocharged direct-injection diesels.
Automakers have tried identifying cars as special fuel-saving models in the United States before, but the practice didn't catch on, largely because the badges implied the driver was cheap or poor. Buyers might like fuel economy, but they didn't necessarily want to advertise the fact that their car choice was determined by their fuel bill.
Adding the chic mantle of environmental awareness to the virtue of frugality could make this generation of eco-badges more popular.
http://www.freep.com/apps/pbcs.dll/article?AID=/20080629/COL14/806290584/1081
