LexFather

Honda’s CEO: Hybrid war has just begun, Civic Hybrid was a mistake

We’ve been hearing a lot about Honda’s upcoming hybrid-only model that is supposed to go head-to-head with the Toyota Prius. Honda CEO, Takeo Fukui, is now out and about speaking very confidently of Honda’s upcoming hybrid plans. First of all, Fukui feels that Honda suffered a huge misstep by rolling out a hybrid version of its Civic instead of a hybrid-only model.

“The real competition has just begun,” Fukui said. “Until now, it has been an image-based competition, not a business-based competition.”

Fukui said that Honda will approach the hybrid-war by attacking the pricing. The hybrid-only model that is expected to hit the market in early 2009 where pricing is expected to be below the Honda Civic Hybrid and right above the Honda Fit. The Civic Hybrid starts at $23,235, including shipping.

Honda hopes to sell 200,000 units annually for its global hybrid, 100,000 of which are expected to come from North American sales.

After the unnamed hybrid-only model hits the market, Honda is also planning the global release of a hybrid sports car based on the CR-Z concept.

Source: Automotive News (Subscription Required)

CK6Speed

iTrader: (1)

It is pretty clear too me that I'm definitely NOT a hybrid buyer. I mean, I like hybrid technology, but I'm one of those that don't want to advertise my hybrid and wanted to see more normal looking hybrid cars based on traditional cars. I guess not even the big wigs in the industry see it that way. I for one don't want people seeing my car and instantly recognizing it as a hybrid. I want most people to just over look it as if it were the regular car.

The only thing I like about this report so far is the projected price. I've aways said I'm waiting and hoping for the hybrid prices to come down so that is good news. Also, hopefully even though this will be a dedicated hybrid only car, it doesn't look weired and odd.

PhilipMSPT

iTrader: (5)

If only the Civic Hybrid didn't take 12 seconds to do 0-60...

Nextourer

Mistake? Interesting.

The current HCH-II is close to the Prius on mileage and in Canada, is quite cheap (Cdn$26k and in some provinces, there's no tax on it because the provincial rebates cover it completely and the federal gov't rebates aka GST rebate covers it so you pay $26k plus freight/PDI).

If you compare the actual money you plunk down, it's equivalent to a Civic LX or Corolla CE Pkg "C" (see previous brackets for price explanation). That's not bad.

But yeah it's a 1.3 litre and it's slower than the Prius. I don't fancy the wheels either but right now if anyone's looking at a hybrid and say it's too expensive, I just point them to the HCH-II and tell them that it cost the same as a regular midrange (i.e. Civic LX, Corolla CE Pkg "B") compact car.

-J-P-L-

I don't think the Civic was a "mistake". However, Honda does need Hybrid only model(s). Toyota has proven that this is what the market wants the most. Prius is now one of the best selling cars in America but it wouldn't be if it were based off another standard car.

It also seems that an automaker can produce the best hybrid if it is designed from the ground up as a hybrid only, like the Prius.

Iceman

Wasn't the Insight a hybrid-only model that also failed miserably against the Prius?

-J-P-L-

Because it's a two door, two seater car. That type of car will never sell that well. The Prius is the first full hybrid mid-size class sedan . Finally, a totally practical car. Hence, the success.

Rollin'ES3

I think the new all hybrid Honda needs to be VERY appealing to beat the hybrid king Prius.

The price sounds good as of now, but lets wait and see...

LexFather

I am truly 100% confident when Honda really puts its sights on hybrids, they will be class beaters. Honda does fuel efficient and compact cars better than most.

F1Driver

But the problem is, Honda has never ever done a full hybrid. Their hybrids so far have been mild hybrids. Even if Honda decides to release a full hybrid, they're at least three generations behind Toyota.

leedogg

people buy hybrids for the image and for the statement they convey - hey i'm environmentally conscious!

by hybrid only models - they are referring to a line of cars which only contain hybrids....

GSteg

iTrader: (15)

What constitute as a 'full' and 'mild' hybrid? Was the insight not a 'full' hybrid?

GS69

I think what is meant by full hybrid is a vehicle that can run on the engine alone or electricity alone.

I do not think that the Civic was a mistake as its sales are OK, I still see the 1st generation out there. Its #s are comparable to other hybrids that have regular engine versions as well (GS, Camry, Highlander, Escape ...) The Accord Hybrid V6 on the other hand ...

It is interesting that Honda is making such a push on hybrids when they also have fuel cells & diesels on the way. They definitely are going all out ...

GS3Tek

iTrader: (8)

It was the honda accord hybrid that was a mistake....that was why they killed it didn't they?

Didn't think the civic hybrid was that bad against the prius

Nextourer

Didn't think so to but apparently it is. The thing that's hurting it (I think) is the fact that when they redesigned the Civic, they still didn't put folding rear seats in the HCH. The Camry Hybrid has folding seats, albeit smaller than usual but still good enough for skis/snowboards.

Otherwise, I think the HCH-II is pretty good for what it is.

The Insight is a mild (or assist) hybrid. A mild hybrid is one where the hybrid system assists the ICE in propulsion. This still allows for a smaller engine to be used (hence more fuel efficient) and the biggest bonus is its "simplicity", to put it mildly. That's why Honda can sell the HCH for less than the Prius (at least in Canada).

Full hybrids are much more complex and therefore more expensive to build (and hence to purchase). They can run on electricity only, engine only or a combination of both.

Mild hybrid systems: Honda's IMA, GM's BAS
Full hybrid systems: Toyota's HSD, GM's Two-Mode, Ford's hybrid system (don't think they have a name for it).

Yeah but building a mild hybrid means a lower cost for the consumer so it's a good way to get more people into the hybrid fray. Plus a mild hybrid is more similar to a regular car than a full hybrid. It has a regular transmission for one thing.