Automotive News - August 18, 2008 - (Page 14) 14 • AUGUST 18, 2008 Hybrids too quiet? Sounds like trouble For pedestrians, silent cars are something to get honked off about Ronald Ahrens I recently drove silently up to a hotel entrance and surprised the bellman, who didn’t realize that my big Lexus was a gasoline-electric hybrid. Understandably, he thought it was a case of pure refinement, but I assured him the LS 600h L had been in electric vehicle mode at that point — ergo, the silence. The incident reminded me of a Wall Street Journal story of Feb. 13, 2007: “Blind pedestrians say quiet hybrids pose safety threat.” The Journal has been about as receptive to hybrids as Car and Driver and much of the rest of the enthusiast press. They have hardly stopped gagging at the haughtiness of hybrid owners. As Denise McCluggage wrote in an AutoWeek column last year,“If one could convert into fuel the miasma of self-satisfaction hovering over a smuggery of Prius drivers, any energy crisis would be averted.” But the criticism about being too quiet is something new. For example, special training techniques are required in habituating guide dogs to hybrids. It’s a serious issue, but it might be easy to get carried away looking for solutions. EDITORIAL STAFF 313-446-0361 E-mail autonews@crain.com Web site www.autonews.com Keith E. Crain Publisher and Editor-in-Chief Peter Brown Associate Publisher and Editorial Director DETROIT 313-446-0361 Fax: 313-446-0383 1155 Gratiot Ave. Detroit, MI 48207-2997 David Sedgwick Editor dsedgwick@crain.com comment Ronald Ahrens is a freelance writer in Ann Arbor, Mich. newspaper motor route in Fields’ quiet subdivision started driving a Honda Insight, and just the other day he crossed in front of her. Luckily, she stopped for him. “Usually I hear all the cars,” Fields says. “I was kind of like, ‘Whoa, I didn’t hear it!’ She was under electric power. I didn’t pay too much attention to that, but I do now. All it takes is one experience to learn.” Maybe it helped that Fields has some sight remaining. He says, “If someone’s totally blind, he’d be screwed — not to mention run over.” Edward Lapham Executive Editor elapham@crain.com Richard Johnson Managing Editor rjohnson@crain.com John K. Teahen Jr. Senior Editor Mary Beth Vander Schaaf Deputy Managing Editor Charles Child International Editor David Kushma Retail Editor Dave Guilford News Editor Philip Nussel Special Projects Editor James B. Treece Industry Editor Jesse Snyder Senior Writer Karen Faust O’Rourke Insight Editor COPY EDITORS: Bob Allen, Tom Fetters, Patricia C. Foley, Kenn Jones, Gregory Skwira Susan Zavela Bamford/Graphics Editor Rick Kranz/Product Editor REPORTERS: Leslie J. 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Perhaps, but that’s not why it’s so quiet. turned to what other sounds might signal the impending arrival of a Prius. A mechanical clacking? A musical hum? I must admit that I had come up with nothing more specific until I returned from my road trip in the big Lexus and read in the June 30 Automotive News: “Lobbyists for blind cite dangers of too-quiet cars.” There is a picture of an innocuous Prius over a caption that includes the phrase “several near-misses with pedestrians.” It’s as if Herbie the Love Bug had been dragged in on felony charges. The story says kids, bicyclists and animals also are imperiled by stealthy hybrids. One advocate “called for minimum sounds that mimic the noise made by traditional vehicles with internal combustion engines.” I can foresee a market for hybrid noise generation that’s far more robust than necessary: rumbling like a 389-cubic-inch Pontiac GTO with TriPower or shrieking like a V-12 Ferrari. Beyond that, individuals supposedly will be able to tailor their cars’ sound cues. I can’t even tailor my computer’s incoming mail notification. Anything very cool from a hybrid car seems unlikely. On the other hand, I can imagine popular, preinstalled regional offerings in that department. One would be Rosie O’Donnell’s voice on a message for New Yorkers, ordering everybody out of the way. My friend who teaches high school journalism in Kansas City says hybrids there would just moo. Bell-ringing footmen A bizarre proposal, I think, is that blind pedestrians would carry a sensor to indicate when a hybrid is near. Maybe it would be like one of those disks that buzz when your restaurant table is ready. An automotive journalist pal says the sensor idea reminds him of the early days of motoring in England, when a bell-ringing footman went ahead of the car to warn horsemen. In 1993, my friend Larry Fields took disability retirement from Ford Motor Co., where he had worked 26 years in railroad car control at the Rouge complex in Dearborn, Mich. A degenerative condition leaves him with ever-narrowing tunnel vision. Not long ago, the woman doing the What do you think? We would like to hear from you. Send a letter to the editor via e-mail (autonews@crain.com) or to the Detroit address near the top of the box at right. Here’s what we need. No more than 250 words Your name and title, company name if we can print it, city and state; or tell us about your connection to the auto industry Your phone number or e-mail address Your permission to print it Advocacy groups sound off Advocacy groups have urged the use of noise generators. One proposal, according to the Journal story, is for “a device built into the axle that could make a sound as the wheels rotate.” I can’t wait to see hybrids fitted with clothespins and playing cards. Naturally enough, my mind has of a lack of focus by their corporate bosses. RONALD J. PASQUALE President R/T Performance Marketing Brentwood, Tenn. R/T Performance Marketing is an aftermarket parts sales and marketing company. continued from Page 12 lost on a returned vehicle is a dollar that the lessees did not have to lose. The same thing happened when General Motors brought out their V-8 diesel cars. The folks who bought them and paid a premium got killed three or four years later because of the problems with the engine that surfaced. Those who leased avoided that entire depreciation penalty. KEN IRVINE JR. Sales Manager Becker Subaru Allentown, Pa. A letter writer says Toyota blew its chance to keep Scion fun, exciting and special. A Scion xD is pictured. the same road (“After 5 funky years, Toyota’s Scion now finds itself in a funk”). Toyota had a chance to keep the brand fun, exciting and, most important, special and blew it. Scions are becoming just more Toyotas in the same way that Saturn is now just another GM cookie-cutter brand (but with some really good dealers). Only Mercedes-Benz and Lexus are brands that convey the feeling of driving something special, but both are high-end brands with high-end price tags. Saturn and Scion both had the opportunity to provide that same feeling at a more affordable price point, but both have lost it because Marketing tips for the 21st century To the Editor: I read “Dealers cut, shift their ad spending” (July 21) with great interest. With per-car advertising cost at an all-time high and qualified buyers becoming harder to find, I’m not surprised more dealers and their ad people haven’t been able to figure out how to market their stores in the 21st century. However, by combining old and new media with strategies and tactics from the 1950s through the 1990s, dealers can reduce their entire dealership marketing costs and increase their opportunities to do business. The first step is to realize that each dealer with one dealership actually has two showrooms: the bricks-and- Saturn, Scion lost that special feeling To the Editor: I have thought for years that General Motors could be justifiably criticized for turning Saturn into just another brand and losing its unique appeal. After reading the Aug. 4 story about Scion, I think Toyota is going down mortar showroom and a virtual showroom. Today’s customers visit both places, so it’s in the dealer’s best interest to have a Web site that mirrors the dealership. Next, dealers have to reinvent their budgeting process by combining all departments into one budget. Stop separating parts and service and sales. A dealer can create an effective ad plan by combining new media and old media with urgent sales messages and “why you should be my customer” (branding) messages. By mixing new and old media, a dealer can put ad dollars to work for today and tomorrow and get a big bang for the buck. Dealing with the media has never been easier. They are hurting, too. http://www.autonews.com http://www.autonews.com http://www.autonews.com
Table of Contents Feed for the Digital Edition of Automotive News - August 18, 2008 Automotive News - August 18, 2008 Smart answer: A tiny Hyundai from India Toyota idles factories — but can't lay anybody off Sharing the pain N. America: Brembo's big break? Ford adds 7 preferred suppliers; total rises to 65 Suit: Report of store's death is premature Lincoln crossover will get MKT nameplate Ligocki will head Mexican/Chinese car deal Industry tries lean lobbying at conventions Ford reins in F-150 order combinations Nissan will buy more in Mexico Leland, master of precision and luxury cars Honda will launch Prius fighter in April Porsche bolsters warranty on pre-owned vehicles CTS wagon arrives in spring GM: Aerodynamic design boosts Volt's range Denso is Chrysler 'Supplier of Choice' Kudos to Ford for improving supplier relations How do we define 'automaker'? Concept of leasing had been polluted Totaled cars: We don't need a new law Hybrids too quiet? Sounds like trouble Marketing tips for the 21st century Scion tries to get leg up when flexing its hip Scion ads show community of cool — but no owners July trucks sales fall; rate of decline slows Hargrove forecast: Good for now, bad for long term Mitsubishi plans plant to meet battery demand Mini Cooper D(iesel) delivers, but not here yet Logistics company's goal: Cut fuel use even more Transporter joins the cars it delivers in going green Saturn, Scion lost that special feeling Expert: CAFE debate irrelevant Chrysler plans unibody, fuel-efficient Grand Cherokee Panel: CAFE will change U.S. car mix Toyota revs up its aftermarket parts business Dealers Who's that sporting Brembos now? Moody's cuts GM rating Analyst Merkle moves Ford will sell stock BMW recalls 320,000 vehicles Intermet in Chapter 11 again GM adds 4 XFE models Delphi ends battery venture Chamco cases bounce around court system Mercedes sues Cobasys over batteries For a while, the party's over at Toyota Buy Hummer? Nyet, says Russian automaker What cars will be the cruisers of tomorrow? GM sets 'em up for Dems, GOP Chung sprung A good day at work: $22 million Automotive News - August 18, 2008 Automotive News - August 18, 2008 - (Page Intro) Automotive News - August 18, 2008 - Sharing the pain (Page 1) Automotive News - August 18, 2008 - Sharing the pain (Page 2) Automotive News - August 18, 2008 - Ligocki will head Mexican/Chinese car deal (Page 3) Automotive News - August 18, 2008 - Nissan will buy more in Mexico (Page 4) Automotive News - August 18, 2008 - Nissan will buy more in Mexico (Page 5) Automotive News - August 18, 2008 - CTS wagon arrives in spring (Page 6) Automotive News - August 18, 2008 - CTS wagon arrives in spring (Page 7) Automotive News - August 18, 2008 - Denso is Chrysler 'Supplier of Choice' (Page 8) Automotive News - August 18, 2008 - Denso is Chrysler 'Supplier of Choice' (Page 9) Automotive News - August 18, 2008 - Denso is Chrysler 'Supplier of Choice' (Page 10) Automotive News - August 18, 2008 - Denso is Chrysler 'Supplier of Choice' (Page 11) Automotive News - August 18, 2008 - Totaled cars: We don't need a new law (Page 12) Automotive News - August 18, 2008 - Totaled cars: We don't need a new law (Page 13) Automotive News - August 18, 2008 - Marketing tips for the 21st century (Page 14) Automotive News - August 18, 2008 - Marketing tips for the 21st century (Page 14a) Automotive News - August 18, 2008 - Marketing tips for the 21st century (Page 14b) Automotive News - August 18, 2008 - July trucks sales fall; rate of decline slows (Page 15) Automotive News - August 18, 2008 - Mitsubishi plans plant to meet battery demand (Page 16) Automotive News - August 18, 2008 - Mitsubishi plans plant to meet battery demand (Page 17) Automotive News - August 18, 2008 - Saturn, Scion lost that special feeling (Page 18) Automotive News - August 18, 2008 - Saturn, Scion lost that special feeling (Page 19) Automotive News - August 18, 2008 - Saturn, Scion lost that special feeling (Page 20) Automotive News - August 18, 2008 - Saturn, Scion lost that special feeling (Page 21) Automotive News - August 18, 2008 - Chrysler plans unibody, fuel-efficient Grand Cherokee (Page 22) Automotive News - August 18, 2008 - Panel: CAFE will change U.S. car mix (Page 23) Automotive News - August 18, 2008 - Panel: CAFE will change U.S. car mix (Page 24) Automotive News - August 18, 2008 - Panel: CAFE will change U.S. car mix (Page 25) Automotive News - August 18, 2008 - Panel: CAFE will change U.S. car mix (Page 26) Automotive News - August 18, 2008 - Panel: CAFE will change U.S. car mix (Page 27) Automotive News - August 18, 2008 - Dealers (Page 28) Automotive News - August 18, 2008 - Who's that sporting Brembos now? (Page 29) Automotive News - August 18, 2008 - Delphi ends battery venture (Page 30) Automotive News - August 18, 2008 - Delphi ends battery venture (Page 31) Automotive News - August 18, 2008 - Mercedes sues Cobasys over batteries (Page 32) Automotive News - August 18, 2008 - Mercedes sues Cobasys over batteries (Page 33) Automotive News - August 18, 2008 - A good day at work: $22 million (Page 34) Automotive News - August 18, 2008 - A good day at work: $22 million (Page 35) Automotive News - August 18, 2008 - A good day at work: $22 million (Page 36)
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