Mercedes recently said that the combustion engine is with us for at least 20 more years. No doubt that’s right, but it has a particular interest. The fact that it still produces a V12 is a badge of honour for the brand. And no doubt a purchase trigger for Asian plutocrats who absolutely must have the highest in perceived luxury.
Contrast that with last week’s debut of a hybrid Bentley. It’s an important moment, the more so because it was at the Beijing auto show – a place where the brands don’t normally make concessions to the distinctly Western concept of sustainable luxury. The Bentley is officially a concept car, but significantly it’s a version of the Mulsanne, a production model and the brand’s flagship: if hybrid technology it can be accepted at the pinnacle of traditional, conservative luxury, it can fit with any brand.
With the Bentley, and the simultaneous Beijing launch of a production long-wheelbase hybrid Range Rover, the time when luxury and premium car buyers will want to know why they haven’t got hybrid power is surely approaching. Hybrid systems are at the apex of powertrain technology right now, and if seen as such customers will demand them.
Bentley’s VW Group sister brand Porsche already offers a hybrid Cayenne and Panamera, but they don’t sell. Same for Range Rover’s standard-wheelbase hybrid Range Rover: they’re not proper Porsches or real Range Rovers. But the Bentley and the LWB Range Rover can change this. If the idea of a hybrid Bentley goes down well with Chinese luxury car buyers, it will gain acceptance for Porsche’s hybrids. And if hybrid power is accepted in the limousine version of the Range Rover it won’t be perceived as a dilution of the brand in the standard car.
Creating hybrid versions of range-topping cars enables VW Group and Jaguar Land Rover to exploit the higher margins of big-ticket products and, in time, as the halo effect occurs, to sell hybrid versions of lower-price, higher volume products at a profit. Larger volumes will in turn reduce the cost of hybrid technology.
China is key to widespread adoption of future electric vehicle technologies: as a growing car market with vast volume potential it makes no sense to continue building only a combustion-engine infrastructure to meet the needs of the emerging motorised masses. Last month the premier declared a war on air pollution, yet the country still lacks a vehicle charging infrastructure. Hybrids are therefore the catalyst. It’s good strategy for the carmakers to push hybrid products in China, and to do so top-down, using halo brands and models as cultural influencers. Plug-in hybrids and battery-only vehicles will follow when the infrastructure is there.
So the challenge for global mass-adoption is one of communications, and the audience it needs to communicate with is as likely to read Wired as Forbes. Hybrid systems need to be positioned not so much as a means to supplemental performance or a cleaner, greener conscience as simply the latest and best technology, a must-have.
A premium car without sat nav? No chance. The same surely applies to the technology which is the beating heart of a car.