Ghosn, Chief Executive of Nissan says "I have some kind of satisfaction in being a little bit right on this one" when asked about the recent slowdown in the hybrid market.
Ford has recently offered 0% financing or $1000 in a move to induce sales of the Ford Escape hybrid SUV. Sales of hybrids have also been slowing for other auto makers, although the term slowdown is relative when it comes to hybrids, which increased sales by 7.5% over last years hybrid sales in March.
Ghosn has been cautious in his approach to hybrids. He previously stated "Hybrid is a serious technology and it may be a very competitive technology. But until a consumer decides what he wants, we are cautious." And:
"I hate selling cars at a loss," saying hybrids were not a profitable proposition.
Because of that cautios approach to hybrids, Nissan is only now coming out with a hybrid, the Nissan Altima, and that is only possible with Toyota technology. Nissan is developing its own hybrid technology. In the meantime, however, Nissan is planning on buying 100,000 units of the Hybrid Synergy Drive from Toyota over the next five years. Nissan expects the Altima hybrid to sell for a loss, but is willing to do so in order to avoid fines on fuel economy standards.
Nissan CEO says unsurprised about hybrid-vehicle market issues - MarketWatch
"I didn't say I don't believe in it. It's just too early to tell" Ghosn said, referring to the chance that hybrids could gain steam once prices come down and the demand for good fuel economy grows.
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1 comment:
Mr Ghosn stated "Hybrid is a serious technology and it may be a very competitive technology. But until a consumer decides what he wants, we are cautious."
The consumer WILL decide Mr. Ghosn, when the technology becomes less of a "premium" and more of a necessity. The consumer is now considering if the extra purchase costs of a hybrid can be recouped quickly in terms of using less gas and getting more mileage.That day is nearer than we think.We could all be helped by the car manufacturers placing more emphasis on the PROMOTION of hybrid technology instead of suggesting that there is little demand from consumers.The truth is that there are waiting lists for hybridcar deliveries thus proving the demand is there.Toyota and Ford have at least raised their own profiles in terms of hybrid offerings yet manufacturers seem to be waiting for the consumer to call to the boardroom and order their hybridcar before they get listened to!!
Also when you say:
"I hate selling cars at a loss."
it does seem that you place more emphasis on PERSONALLY being correct rather than helping the consumer by giving them a choice. With hybrid technology, the car manufacturers have an opportunity to not only give the consumer an incentive to contribute to a cleaner environment, but also (while still making money) to ensure that they gain even more "goodwill" in terms of investment from shareholders and other sources.
I wish you well Mr.Ghosn and i look forward to the day that Nissan provide their contribution to a cleaner environment while - still making a profit of course!!
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