Automakers Tout Hybrids, but Power Rules Showrooms
By Greg Schneider
Washington Post Staff Writer
Monday, November 29, 2004; Page A01
General Motors Corp., which sells the gas-gobbling Hummer, urges Americans to "Get Green" on a special Web site and is producing advertising campaigns trumpeting hydrogen fuel and gas-electric hybrid vehicles.
Ford Motor Co., with the poorest average fuel economy of any major automaker, markets its new hybrid sport-utility vehicle in Mother Jones and other politically left magazines and has planted energy-saving grass on the roof of its newest truck plant.
After years of pushing power and performance, the U.S. auto industry has begun to view conservation as a marketable quality. But the companies are stepping cautiously, and so far, the green marketing is far outpacing the manufacturing of energy-efficient vehicles....
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And for all the talk of change, the U.S. market continues to be dominated by power and style. The Chrysler Group has made far less noise about its green technologies, which include small electric "neighborhood vehicles" as well as super-efficient diesel engines. But Chrysler is also the only one of the Big Three automakers to gain market share over the past few months, thanks to its powerful "hemi" engines, racy Dodge Magnum wagon and big-grille 300 sedan.
Still, Detroit is moving to respond to the success of Toyota's popular Prius hybrid and the realization that higher gasoline prices are here to stay. The automakers believe Americans finally seem willing to pay for alternative technologies that have long been confined to the laboratory or test track....
http://www.washingtonpost.com/wp-dyn/articles/A18474-2004Nov28.html