FOR PLUG-IN HYBRID: SMALL CO’S, BIG AMBITIONS

While Detroit and Tokyo dither and whine about battery capacity, these folks are making the plug-in hybrid electric vehicle (PHEV) happen. If you’ve got some money to spend now, you can save a pile on gasoline and operating expenses later.

You don’t get much more authoritative about the auto market than the Kelley Blue Book. Look what their representative said about the PHEV: "There's a thirst from a segment of the public for environmentally friendlier vehicles than what is now available from the big manufacturers -- even beyond what is available in hybrids…And this is fueling the entrepreneurial spirit. There are people who think they can make money at this." (Jack Nerad, Kelley Blue Book)

Independent carmakers lead the way on plug-in hybrids; Smaller firms have plans to market gasoline-electric cars that can go 45-50 miles on batteries alone.
Martin Zimmerman, September 8, 2007 (LA Times)

WHO
Henrik Fisker, designer the BMW Z8 and Aston Martin’s DB9 and V8 Vantage; Malcolm Bricklin, who brought Subaru and Yugo to the US; Alan Niedzwiecki, CEO, Quantum Technologies’; Darryl Siry, head of marketing and sales, Tesla Motors Inc.

Read Sherry's book (links in the left column) and learn why the PHEV idea is so important.

WHAT
Both Fisker and Bricklin are planning to introduce plug-in hybrid electric vehicles (PHEV) to the mainstream US market. Tesla Motors, having sold 600 all-electric sports car at $98,000 to the environmentally-committed affluent, is planning a plug-ion hybrid version of its car.

WHEN
- Fisker will unveil his vehicle in January. His sedan will be on sale in 18 months.
- Bricklin’s less expensive model will become available in 2010, as will Tesla’s les expensive model.

WHERE
- These credible innovators and their financial backers are calling the bluff of GM, Toyota and Ford in the PHEV market. Either the biggies produce the vehicles they have promised or they lose market share.
- Fisker will unveil at the upcoming Detroit auto show.
- Quantum Technologies is based in Irvine, Calif.
- Tesla Motors is based in San Carlos, Calif.

WHY
- Both Fisker and Bricklin are shooting for an all-battery range of 40-50 miles for their vehicles, at which point their gasoline engines will take over and allow long range travel comparable with/superior to gas-only cars.
- Fisker’s price will be $80,000; Bricklin’s will be $35,000.
- Fisker’s car will begin with 15,000 vehicles. He expects to produce a $35,000 to $40,000 model w/n 4-5 years.
- Fisker’s vehicle will be powered by batteries especially designed for it by Quantum Technologies.
- The Tesla vehicle will be called the Whitestar and will sell for $50,000.

The all-electric Tesla. Rumors are the company's next car will be a PHEV and more moderately priced.

QUOTES
- Fisker: "Our car can become your main car…If you decide this afternoon, 'Hey, I want to go to Las Vegas,' you can do that. You can't do that in an electric car."
Alan Niedzwiecki, CEO, Quantum Technologies: "There are few automotive companies that have their own battery, and we're one of them…"
- Bricklin: "We wanted to create a vehicle that's environmentally correct but looks good and performs better than the car you're driving today…"
- Darryl Siry, head of marketing and sales, Tesla Motors Inc.: “[A 200-mile all-electric range is] way more than what we were anticipating…We're very happy with it."