A Hybrid Automobile - Essay Example

?Case analysis - Is there a hybrid automobile in your future? Introduction The search for energy efficient and perpetual motion machines has been an ongoing effort of the world’s best engineers and innovations keep cropping up now and then which revolutionize technologies of the future. Automobiles, as long as they were few, and with plenty of fossil fuel available to burn, were the revolution that hastened the pace of development and rapid transportation in the world in the Twentieth Century. However, the present glut of automobiles spewing out noxious fumes and becoming cost inefficient due to tremendous increase in the price of fossil fuels and the fact of its ultimate extinction has awakened interest in seeking out an alternative. As automobiles cannot be done without in modern life, the natural choice would be to design and build vehicles which could run on some miraculous, alternative, non polluting fuel with minimal or zero emission. Such miraculous discovery, if possible, could kill two birds with one stone. Hybrid cars are a venture in this direction. As it is not possible to build an automobile which could run solely on electric, solar or any other source of power immediately, as it would put tremendous strain on research, development and financial resources, the availability of hybrid cars is a welcome transitory stage into the future. After the successful launch of the Prius model by Toyota, many other automobile giants have leapt into the fray of manufacturing hybrid cars for the future. To be successful in the market, a hybrid car has to appeal to the general public in terms of cost of ownership as well as performance. 2. Key Problems To be successful in the market, a hybrid car has to appeal to the general public in terms of cost of ownership as well as performance. As evident from previous research, only people with education and annual income in the range of $ 100,000 have bought hybrid vehicles available in the market at present, as they come at a premium. People with lower incomes and low education level have to contend with cheaper gasoline models as it is beyond their pocketbooks to buy hybrid cars, as well as fully comprehend the advantages of owning one. The key problems are therefore increasing the awareness about the benefits of a hybrid model, and putting a cheap hybrid model within their financial access and range. Rising fuel prices will automatically force people to seek cheaper alternatives and it is a good marketing strategy for the future to design a car to fulfill this need. 3. Possible Solutions Solutions to the problem are already in place as awareness about the greenhouse effect has been boosted by the efforts of governments and international bodies. It is also becoming more difficult day by day to own and maintain traditional gasoline guzzling giant cars. Smaller fuel efficient models are more marketable as well as affordable for the end users. However, government efforts to divert the public to use public transportation as an alternative have proved futile as people feel the need for independent control of their movement (Doll, 2008). Already the sales figures for hybrid models are increasing steadily in the US. In the year 2006, a total of 262,000 hybrid cars, primarily the Toyota Prius and other models from the company were sold nationwide (Doll, 2008). Companies like Honda, GM, Ford and Lexus soon came up with their own hybrid models in the market. Toyota, which overtook General Motors as the world’s largest automobile company however has experienced some hiccups since then. One problem it faced was the recall of some of its models due to faulty design and a patent lawsuit against its hybrid cars by a Florida based company, Paice LLC (Web, 2009). Such obstacles need to be sorted out between competing manufacturers in the greater interest of fuel efficiency and a healthy environment for the present and future generations. Innovations are already underway for developing fuel cells to power electric vehicles which cause the least pollution and are more energy efficient. Trials are underway to use Lithium Ion batteries instead of lead-acid and nickel-metal-hydride batteries, the former being claimed to be more efficient (Eberhard & Tarpenning, 2006). However, some skeptics sneer at the idea of hybrid cars as they are thought to be less efficient and costly. The latest challenge is from improved, pollution free diesel engine cars which provide more miles to the gallon as well as keep up with excellent emission standards (Hewitt, 2008). Nevertheless, it is imminent that fossil fuels are not going to last forever, strengthening the case for hybrid, and if possible, cars running exclusively on electricity. 4. Alternative Solution Other possible solutions include gradual phasing out of gasoline powered engines and enhancing the thrust on facilitating hybrid cars at a mass level in order to make them more affordable to the people. The masses need to be made aware about the greenhouse effects of fossil fuels and the bad effect it has on their health and well being. 5. Answer the first 3 questions at the end of the case in 3 separate paragraphs The marketing manager’s problem in this case was to identify the reasons for fewer sales of hybrid cars. The emerging trends from the research revealed that affordability and paucity of education were the primary reasons for people not buying hybrid cars. From the information gathered, manufacturers can build cheaper hybrid cars and carry out advertising campaign to educate the public and promote sales. The studies summarized in this case can be categorized into post marketing statistical analysis which considered the sales figures of the presently available hybrid cars and the income bracket of the population that were favoring such cars. The sample selection in this case was simple enough, as the prevalence of hybrid cars is just a few years old and the number of people owning such cars could be easily identified from the population. The basic data analysis goals were: what prompted people to buy hybrid cars and what was available in the market at the time of sampling. 6. Conclusion There is a definite case for the success of hybrid cars in the future as the fossil fuels are dwindling and the pollution figures have already damaged the earth’s atmosphere. There is a need for developing smaller and cheaper models with performance levels akin to what the general masses have got used to so long. Technology is available and innovative efforts are underway to develop automobiles running on alternative energy sources which will eventually change the way people travel. References Doll, C (2008). Innovation in vehicle technology – the case of hybrid electric vehicles, Retrieved October 31, 2011 from: http://www.dime-eu.org/files/active/0/Doll.pdf Eberhard, M & Tarpenning, M (2006). The 21st Century Electric Car, Retrieved october 31, 2011 from: http://www.stanford.edu/group/greendorm/participate/cee124/TeslaReading.pdf Expert Explains Toyota’s Hybrid Patent Problems, Retrieved October 31, 2011 from: http://www.hybridcars.com/history/expert-explains-toyota-hybrid-patent-problems-26147.html Hewitt, B (2008). The Case for Diesel: Clean, Efficient, Fast Cars (Hybrids Beware!), Retrieved October 31, 2011 from: http://www.popularmechanics.com/cars/alternative-fuel/diesel/4237945 Read More