The February 2006 Issue of Wired Magazine includes an article about how engineers at GM's "Vehicle Assessment and Benchmarking Activity" (VABA) center are reverse engineering the competitors' cars.
There's a section about the Prius, and how it convinced GM to go in another direction:
~Spidey
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Excerpts from
"Teardown Artists"
by Carl Hoffman
Wired Magazine
February 2006
Page 136
"A dissected hybrid lies on display in the back of the VABA, next to the remains of a Chevy Malibu. The Prius demystified comes down to this: It has 1,432 propulsion parts (the Malibu has 822). It has two electric motors, plus lots of software and finely machined gears to transport power to the wheels. That makes the Prius very expensive to design and build. And for all the publicity, Toyota is likely to sell a mere 105,000 Priuses this year in a US market of 16 million vehicles. 'Prius owners love it, but are the other 16 million-plus people beating down the doors of Toyota dealerships to buy a hybrid?' Lindsay Brooke asks. ' Not yet, and Toyota will have to figure out how to drive the hybrid vehicle segment into the meat of the North American market.'
...
"Clay Phillips, GM's director of intelligence, in charge of scoping out other automakers [says] 'We think the Prius was originally less about fuel economy and more about a technical and assemby experiment. In Japan, the hybrid drive was sold as a cool electronic feature. Fuel economy was hardly mentioned, and I have a hunch that fuel efficiency was a marketing stragety that they just stumbled onto.'
"Tearing apart the Prius convinced GM that Toyota was using the car as a 'tip of the spear' to change its image from a maker of good, utilitarian cars to a high tech company, Phililps says. 'And that's how Toyota will market it vehicles in the future.'
...
"GM's Strategy: Leapfrog hybrids -- go directly from gasoline to fuel cells.
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But GM's critics aren'ts so sure, calling the company's fuel cell talk 'defensive PR' because it's so far behind Toyota on hybrids. Auto industry consultant Maryann Keller points out that fuel cells are every bit as complicated as hybrids, if not more. 'You're taling about a completely different propulsion system!' she says. 'No one can even repair or drive one!' She argues that, instead, GM needs to follow intermediate steps. 'What technology doesn't become cheaper and easier to build over time?'
...
"Whether GM has made an inspired bet or will fall hopelessly behind Toyota depends, in part, on whether the price of oil stays relatively low over the next few years."
Reverse Engineering Article in Wired Magazine
Discussion in 'Prius, Hybrid, EV and Alt-Fuel News' started by SirSpidey, Jan 25, 2006.
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Discussion in 'Prius, Hybrid, EV and Alt-Fuel News' started by SirSpidey, Jan 25, 2006.
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