Hybrids Aren’t Always The Solution To Automakers’ Woes

Chrysler, LLC has announced that the Chrysler Aspen and Dodge Durango are done. The vehicles were just introduced to the world last quarter, and should be regarded as victims of the changing economy. Hybrid technology may improve the mileage ratings for full-sized vehicles like the Aspen and Durango,(and the Yukon/Tahoe/Escalade in GM's line) but in the long run, producing vehicles that get 14 mpg in the city on a good day probably isn't a viable long-term strategy.

The Aspen and Durango took a good approach to using hybrid technology - offering two driving modes - but their appearance on the market is symptomatic of how long it takes the automaker to bring a vehicle to market... much longer than it takes for the price of oil to shoot past $130 per barrel. Introducing a full-sized truck (which has probably been on the drawing board for years) right now just isn't what consumers want.

To be fair, most automakers - including Toyota - are smarting from the effects of the economic slowdown. Automakers are having a hard time selling anything right now, regardless of how big or small it is.

The hybrid technology that went into the Aspen and Durango won't go to waste; it will be applied to another full-sized vehicle in Chrysler's truck line, or it will become the property of whomever owns whatever is left of Chrysler when a sale or merger occurs.

It's becoming clear that automakers are going to have to adopt a strategy that's driven by more than a hybrid powertrain. The automakers that are faring the best are doing so by having a limited number of vehicle programs and building those models well. Detroit's automakers would do well to take note of that. Eliminating the model duplication in vehicle lines, reducing the number of vehicle programs and building a range of cars that can achieve good gas mileage without costing an arm and a leg will take the automakers much farther than slapping hybrid powertrains into vehicles that customers just don't want.