What do you think of when you hear a vehicled named Flex? Several years ago we all would of thought ”muscle” or “horsepower”, however today we are most likely to think of ”Flex” in terms of “Fuel”.

When I first saw the commercial for the new 2009 Ford Flex I got pretty excited. The styling reminded my of a cross between the boxy looking Honda Element and the latest concoction of the Range Rover Sport. It has the squared but sleek modern look to it, with some cool chrome highlights and trendy color schemes.  Here is an SUV’esk (not a word) vehicle with 3 rows of bucket seats, DVD system, NAV, rear camera, roomy interior, 3 row of seats that folds flat, very cool sunroofs with a large, what they call “Vista Roof”, and much more. Everything that I, an SUV loving customer, would really dig.  But something huge is missing!

You would think that with the current state of the economy, the huge decline in sales of SUV’s, the ridiculous climb in gas prices, and the inability for dealerships to keep hybrid vehicles in stock and with a name like the Ford Flex, you would hear “Hybrid”, or some other fuel technology. I did too. I kept waiting and waiting, through all of the cool features, specs, details, photos, etc…..but it was never mentioned. Everything that I was so excited about, was gone.

What were they thinking?

What a missed opportunity.  C’mon, Flex? Really? Flex what? Not many people are caring too much about the fact that you just released another huge vehicle that seats 7. What people want to hear is the word “Hybrid” and if you put the word SUV in there…even better. Look at what Chevy did with the Hybrid Tahoe. They got rave reviews and all kinds of awards for developing an SUV with Hybrid technology that gets a measley 23 mpg. Now if you took this new, cool looking, feature loaded SUV called “Flex” and added the Hybrid technology to it…look out!

Bottom line is people are starting to shutter when they hear the term SUV unless you add the term Hybrid. Even though the Flex gets approx 22 mpg, adding hybrid technology would have sealed the deal. I guess I’ll keep waiting for someone, somewhere to wise up.

A few luxury auto manufactures test the hybrid market in 2009. Here are a few that we have found out about.

• Green AutoSol Unnamed next-generation compact hybrid, priced lower than all other hybrids
• Honda Unnamed next-generation compact hybrid, all-new, priced lower than Honda Civic Hybrid
• Lexus RX400h 2010 model refresh
• Mercedes-Benz S-Class
• Porsche Cayenne
• Saturn Vue Green Line (AHS II) (SUV, FWD, 2010 model, Plug-in capable, Lithium-Ion batteries)
• Volkswagen Touareg Hybrid
• Toyota FT-HS Sports Hybrid
• Fisker Karma
• BMW X6

Here is the current list of 2008 hybrids on the market

2008

• Aptera Motors Typ-1h (three-wheeled, two seat)
• Audi Q7 2009 model
• Cadillac Escalade (AHS II) 2009 model
• Chevrolet Equinox (SUV)
• Chevrolet Malibu (midsize car) Mild hybrid
• Chevrolet Silverado Hybrid (AHS II) (fullsize pickup) 2009 model
• Ford Fusion Hybrid (midsize car) 2009 model
• Gaia Transport The Pod One plug-in hybrid sports car
• GMC Sierra Hybrid (AHS II) (fullsize pickup) 2009 model
• Mercury Milan Hybrid (midsize car)
• Roewe 750 (midsize car)First Chinese hybrid car
• Saturn Vue Green Line (AHS II) (SUV, FWD) 2009 model, 45% improvement over non-hybrid version according to GM
• Saturn AURA Green Line (midsize car) 2008 model
• Toyota Sienna (minivan) 2009 model
• Toyota Prius (5 seat midsize) 2009 model year
• VentureOne Three wheeled vehicle
• Volvo C30 2009 model, diesel electric hybrid

In an effort to spread the use of hybrid technology to a broader range of mass-produced vehicles, GM plans to upgrade its current mild hybrid system. With this as the backdrop, the company’s unveiled the new and improved hybrid system for the first time, in the Saab 9-X BioPower hybrid concept at the 2008 Geneva Motor Show, as production starts in 2010. According to GM, this improved technology would use lithium ion batteries which can produce three times the power of the present nickel metal hydride battery pack. All this improvement will result in a 15 to 20% increase in fuel economy and efficiency in comparison to similar gas-powered vehicle. According to GM Chairman Rick Wagoner “This new system is another important step in our broad-based strategy to reduce vehicle fuel consumption and emissions.” Living up to the company’s long standing commitment for increasing fuel emissions and efficiency, the new system is expected to be ready for production in North America by 2010 with global markets following soon thereafter.

As was evident from the Saab 9-X BioPower hybrid concept, the new system would be based on similar belt alternator starter hybrid technology which is presently available in several other hybrid concepts like Saturn Vue Green Line, the Saturn Aura Green Line and the Chevrolet Malibu Hybrid. The new improved hybrid system would be able to cater to a broader range of GM models both in the US and other global markets. It is aimed and geared to be compatible with diesel and bio-fuel engines as well as newly-developed turbo-charged power plants.

In terms of market share and penetration, the hybrids from GM account for less than 1% of the total hybrid market. GM’s priority is to make advanced technologies affordable enough to drive high-volume applications. This was clear from the emphatic remarks from Wagoner, who believes that only then can the technology made a real impact on reducing oil consumption, oil imports and carbon dioxide emissions. The company expects the volume turnover to touch 100,000 units per year, once the system is rolled out, though it was unclear as to which of GM’s vehicles would benefit from this new system. over and above using mightier motors and batteries, GM’s new and improved hybrid system would permit short electric-only propulsions, extend fuel cut off during deceleration of the vehicle and expand regenerative braking to capitalize on more energy.

One of the show stealers at the recently held Geneva Motor Show was the hydrogen fuel-cell roadster - a zero-emission concept model introduced by British sports car manufacturing giant Morgan. Officially named the Morgan Lifecar Hydrogen Sportster, the Lifecar (a short term for Lightweight Fuel Efficient car) concept involves the fire-brand combination of high performance of a sports car with zero emission at the tailpipe. It commands a top speed of 100 miles an hour and can rise from zero to 60 in seven seconds. Based on Morgan’s Aero 8, this vehicle is a result of a two and half year project costing £1.9m, funded jointly by the government and a consortium that includes Morgan, Qinetiq, and industrial gas specialist BOC Linde.

The Lifecar’s commendable and immediate propulsion capacity is caused by smaller-than-normal fuel cells which power four independent electric wheel motors. To downsize the fuel cells, the makers have used a mighty regenerative braking system which stores energy in ultra-capacitors. The critical difference between the Morgan concept and other vehicles of its kind is that Morgan designed this vehicle with fuel cells as the focal point, rather than trying to fit in fuel cells in a space which was originally designed for a gasoline engine. This change in designing focus has made the Morgan fuel cell roadster stand out in a crowd.

The Lifecar, as the name suggests uses lightweight materials in the manufacturing process. This particular design is modified from Morgan’s Aero 8 full-aluminum chassis which adds to the increased level of efficiency. With the deliberate intention of retaining its light weight, all extra equipment has been kept to the bare minimum. In fact, this Lifecar, which is without a stereo, weighs close to 1550 pounds or 700 kg. According to Morgan, this is expected to be three times more energy efficient than similar cars of its class.

Needless to mention, the hydrogen infrastructure problem will continue to plague the viability of the Lifecar as well. Presently it is in the developmental stage and the first test drive is expected later in the year.

GE is planning huge investments in the future of electric cars. The news is that the company is geared to invest $4 million in Think, a company from Norway which manufactures electric vehicles. Incidentally, Think was formerly owned by Ford for rendering assistance in the field of research and development for future products. Think Ox is the company’s latest model which runs completely on electricity and is a five seater which guarantees 125 miles of range. This investment is part of a two prong initiative totaling to $24 which GE plans to invest in the field of hybrid and electric car technology. It is obvious that Think is excited and looking ahead in this mutually beneficial relationship. In the words of Jan-Olaf Willums, CEO of Think who is eagerly looking forward to many emerging opportunities with this new relationship with GE, “this relationship will help Think, the manufacturer of the first highway-approved electric car in mass production, to stay at the forefront of electric vehicle technology.”

Think Ox, the latest concept vehicle from the Norwegian company, was on public display at the recently-held Geneva Motor Show. With an approximate size of a small SUV, the Ox guarantees a range of 125 miles and can deliver a speed point of about 85 miles an hour. Though the production dates and price estimate was not announced, Willums mentioned that the production of a vehicle which ws similar to Ox would be ready by 2011.

If $4 million was invested in Think Ox, the balance $20 million is GE’s magnum investment to support battery manufacturer A123 Systems. Based at Watertown, Mass, this company is engaged in making high-energy lithium ion batteries which would power future hybrid vehicles, plug-in hybrids and also vehicles run on electricity. Incidentally, A123 also supplies batteries to Think.

The financial strategy of GE behind these two huge investments speak volumes of GE’s unique combination of venture capital, engineering, process and commercial expertise to help bolster the future of companies which use next-generation technology. Only such encouragement can bring innovative and futuristic products to market.

If we have been obsessed with what might the future hold for cars, it is not without reason. For more than two decades our dreams have been fuelled by possibilities of fuel cell cars which use hydrogen to create electricity resulting in high performance and emission-free vehicles on the road. While Mercedes Benz Chairman Dr Dieter Zetsche is emphatic about the company’s seriousness in producing fuel cell cars, other big players in the industry are cautious about the prospect. If we go by Zetsche’s predictions, the mass production will start in 2010 at an extremely low level in the B Class, but by 2014-15, one could expect economically competitive fuel cell models from Mercedes with an estimated production of 100,000 cars a year.

All these and many more revelations emerged at the Geneva Motor Show, an event which is more than a gloss and glitz show of the newest cars - it tells us what the future holds. One could witness the silent technological revolution which is sweeping through the automotive industry which is geared to change many things about the way we travel in the coming years. For instance, for many decades now, hydrogen fuel cell vehicles have been considered to be the best thing that happened to cars - as it reduces if not completely eliminates emissions from our cars and trucks. Many hopeful years and after billions of dollars have been given to raising the hope further, top players in the industry like General Motors and Toyota seemed to have given up on the viability of hydrogen powered cars as they shift their focus now to hybrid and electric cars which run on lithium ion batteries. Putting a big question mark on the possibility of fuel cell cars at the 2008 Geneva Motor Show was Bob Lutz of GM, who feels that once we get lithium ion to 300 miles, the need for fuel cells naturally becomes obsolete. Considering mass production of fuel cell cars to be cost prohibitive, Lutz expressed concern that the company was no where near the cost curve on this matter. Similar concern about high cost of production was also expressed by Toyota President Katsuaki Watanabe at the Geneva Motor Show, who was also concerned about the lack of infrastructure to produce these cars.

Honda on the other hand is talking about fuel cell cars with all earnestness though there was nothing worth commenting upon regarding their infrastructure to produce such cars. Of course the development of infrastructure for producing fuel cell cars must be taken up simultaneously with the new technology, said Zetsche of Benz.

So where does this pendulum of uncertainty land us? In an article regarding the future of hydrogen cars, the Times (UK) said, “Fuel cell cars…have shifted from fiction to eagerly expected fact-and apparently back to fiction again as we have waited for science and engineering to deliver.” With such a fortune spent already on its research and lithium battery-powered hybrid and electric-drive vehicles not yet a true alternative, perhaps that dream of hydrogen fuel vehicles might still be a fact!

Come 2012, and you could expect the German auto giant BMW to introduce its battery-powered eco friendly car for US consumers. The market is rife with speculations whether the future model would be a small car, a cross over or an electric vehicle. According to the CEO of BMW Norbert Reithofer, plans are afoot for launching the ‘ecologically compatible car for the US market’ in 2012, though no further details are available as yet. 2012 is an important landmark in the US when new CAFÉ standards come into effect. With BMW being labeled as a ‘large vehicle manufacturer’ this would entail more stringent quality and performance standards for the auto manufacturer. Reithofer, in an interview with Mobile Magazine commented that this could be a collaborative effort between BMW and another car maker who would be finalized sometime this year. He also mentioned that the introduction of the eco friendly model could be a precursor for a global launch for a brand new ‘mini car’ designed for major cities round the world.

It is most likely that the initiative for introducing this eco friendly car is a result of the fuel efficiency regulations. Since the idea is still in the early stages of development and discussions, Mobile Magazine’s opinion is: “It’s unclear exactly what sort of size (or price) this new BMW will be, so we can’t say for certain whether it’ll be a sporty number like the Tesla Roadster, a generic-looking sedan, or hopped-up crossover.” It is worthwhile to remember that starting 2012, it would be obligatory for BMW to offer the US consumers a clean car which emits no carbon dioxide, as it would be categorized as a ‘large vehicle maker’. While BMW to comply with the law, might introduce a few hundred electric cars to the US, it is a wait and watch scenario for the company whether to use the basic concept for something other than an electric car in future.