Earlier this year, Tesla Motors began production of its all-electric powered vehicle, the 2008 Tesla Roadster. Nestled in the hills above California's Silicon Valley, Tesla Motors is far from Detroit and America's Big Three automakers. Yet Tesla is traveling along a road that General Motors took once before. This time, however, the buzz surrounding electric vehicles (EV) is loud and clear. The electric car is back! Or is it?
Before EV advocates get too excited, let's take a trip down memory lane. In this case, it's an unhappy trail that runs from Detroit to California. After the re-call of GM's EV1 all-electric vehicles in 2003, the then-governor of California rescinded the state's 1990 mandate that 10% of all cars on the road be "zero emission vehicles" by 2003. The documentary "Who Killed the Electric Car?" provides an excellent analysis of the life and death of the EV1 in California.
General Motors, the California Air Resources Board (CARB), and the Golden State's elected officials lacked the foresight to understand that high gasoline prices would hit Californian consumers especially hard. Instead of looking ahead, they turned back and embraced the "quick buck" potential of sales of gas-guzzling sports utility vehicles (SUVs). It was an opportunity lost. What a shame.
Today, 18 years after California's 1990 mandate and a full 5 years after the last EV1 was sent to the scrapyard, the Big Three are scrambling to re-tool their manufacturing plants and reinvent their vehicles. Playing catch-up is an expensive proposition, and all three car companies are in a life-and-death struggle. Just a few months ago, Toyota topped GM as the automaker that sells the most vehicles here in the United States. Toyota has provided the Prius to U.S. consumers since 2001, but was preceded by another Japanese car company, Honda, which brought the Insight to America shores in 2000.
Both of these Japanese car companies are on track to join Tesla Motors by mass-producing all-electric vehicles here in America. But as history shows, it is human nature to ignore some problems until the quality of life deteriorates. Then we wring our hand and wonder aloud, "How could this have happened?" So will our interest in electric vehicles wane now that the price of a gallon of gasoline is below $4 again?
Some may argue that because GM once brought EVs to California, the car company will apply lessons learned and do a better job with the highly-anticipated Volt, its all-electric vehicle slated for release in 2010. But let's not forget how General Motors suspended its experiment with non-profitable EVs and ramped-up production of gas-guzzling SUVs. The Volt may be a new entry into the marketplace, but isn't GM just playing catch-up in a game it may not stick with?
Editor's Note: Part 2 of this story will run later this month.
|
Comments rated to be Good Answers:
Comments rated to be "almost" Good Answers: