Nida Tunsuttiwong
Since the latter part of the 20th century, the world has gradually come to learn that global warning poses a real threat to humanity.
Industry has also had to wake up to the reality of the situation and seek to identify more efficient forms of energy. While severe deforestation is often blamed, along with several other contributing factors, both motorists and car manufacturers are now acutely aware that they are a significant part of the problem.
This trend has encouraged many auto manufacturers to develop conceptual cars, which offer the promise of 'greener' motoring and more efficient energy consumption. Sometimes dubbed Eco cars, electric powered vehicles were often seen as the next logical progression in auto development, although, in reality, it seems that the form that holds most promise is the so-called hybrid car.
Multiple energy sources
A hybrid vehicle, simply put, benefits from multiple (usually two) sources of energy, although, more recently, it tends to refer to a hybrid electric vehicle (HEV). An HEV is powered by an electric energy source – usually in the form of a rechargeable battery cell and a regular (petrol-driven) internal combustion engine. There is also a hybrid gas-electric car, which uses a combination of an electric energy source and a gas-powered engine. To keep these vehicles running smoothly, an on board computer works out when it is the most appropriate time to switch from one fuel source to the other.
Although the idea of hybrid vehicles had been around for years, it really wasn't until 1997 that they became a reality with the introduction by Toyota of the Prius to the Japanese market. Honda joined the ranks of hybrid manufacturers at a commercial level in 1999 with the introduction of the Insight.
As the leader in this market segment, Toyota had so far managed to sell (by August 2009) 2.01 million hybrid vehicles worldwide, while distributing 13 hybrid models in 50 countries. Some of the best known models include the Alphard, the Estima, the Highlander and the Prius.
Camry running a 'one-horse' race
While Toyota has made significant strides with hybrid vehicles at a global level, here in the kingdom, things have really only just got underway.
Toyota announced in 2008 that it would begin producing the Camry Hybrid at its Thai production base this year with an annual sales target of 2,000 vehicles (the vehicles only became available on the Thai market in July [2009]). But, according to Mitsuhiro Sonoda, president of Toyota Motor Thailand (TMT), the local arm of the Japanese automaker, the kingdom is the first country within the Association of Southeast Asian Nations (Asean)'s member states to produce hybrid vehicles.
After spending several hours at the recent (December 2-10) Thailand International Motor Expo 2009 at the IMPACT Exhibition and Convention Center, I soon realized that the Camry Hybrid from Toyota is actually the only 'mainstream' hybrid vehicle that Thai consumers can purchase domestically by walking into a showroom. Other models you may catch sight of in Thailand, such as the Toyota Alphard Hybrid and the Toyota Estima, as well as the Honda Insight, are actually still imported from Japan. As for future prospects, most of the salespeople I spoke with suggested that the situation is unlikely to change anytime soon. Nevertheless, as with many commercial trends, should it become clear that Toyota's foray into this sector is becoming profitable, the company's rivals are likely to quickly follow.
This situation doesn't mean that the other brands aren't making some form of progress when it comes to alternative energy supplies. Honda, Nissan and Mazda seem to be largely focused on alternative fuel sources, particularly compressed natural gas (CNG), or fuel saving initiatives.
Examples from Mazda that focus on the latter include the new Mazda CX-9, the MX-5 and BT-50, which are equipped with what Mazda terms as 'Lightweight Technology'. This initiative aims to cut any unnecessary sources of weight from the vehicle's build in order to reduce its fuel consumption. This was 'visualized' for visitors to the show by means of suspending a model from the ceiling to stress its 'featherweight' qualities.
So with so few options available on the Thai market, it is pretty much down to Toyota at the present time to try and convince consumers that the Camry is the way to go for those who wish to contribute, rather more personally, to a reduction in their carbon footprint.
Pros and cons
At 1.59-1.77 million baht (US$48,100), consumers pay a premium for a Camry Hybrid since the regular (non-Hybrid) version costs from 1.21-1.44 million baht.
Gas consumption benefits would soon help a purchaser start to recover the difference of around 300,000 baht between a Camry Hybrid and a regular version, however, since the former can travel 13-14 kilometers on a liter of gas, compared to 7-8 km per liter in a regular (non-hybrid) Camry. And while the engine is generally more efficient, the hybrid vehicle is also generally quieter.
Although the battery used in the hybrid vehicle is neatly installed in the trunk and comes with a five-year guarantee, it costs about 80,000 baht. It is estimated that the battery can last between 8-10 years, and while the unit is costly at present, the price should decrease over time as more people begin to purchase hybrid vehicles.
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