Plug-Ins Rev Up; Are Consumers Ready?

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Washington DC October 29, 2009; The AIADA newsletter reported that a California-based startup, Fisker Automotive, will spend nearly $200 million to purchase an abandoned General Motors assembly plant in Wilmington, Del., to produce a new line of plug-in hybrid electric vehicles.

According to MSNBC, the carmaker hopes to begin production of the extended-range hybrids, code-named Project Nina, by 2012, and is projecting sales could reach 100,000 units — half of that volume geared for export — by mid-decade.

Many auto industry experts and environmentalists see plug-ins and a similar technology known as the Extended-Range Electric Vehicle as a practical compromise between conventional hybrids and pure battery-electric vehicles. The latter are plagued by high costs and limited range. Typically after 100 to 150 miles, the vehicles must be parked for an extended recharge that makes long-distance driving impractical.

But there are plenty of "ifs" that will play a role in the success of plug-ins. For one thing, automakers need to encourage a significant expansion in the list of suppliers producing plug-in parts. And there are other "partners" that need to come onboard if plug-ins are to become successful.

While most suburbanites have access to 110-volt power in their garages, it's less common in urban settings. And there's a need to add chargers at offices and parking structures, too.

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