Wednesday, October 5, 2005

Car Culture

Hybrid SUV event hosted by Ford offers firm, drivers lessons

By Ann Job / Special to The Detroit News

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It couldn't come at a more opportune time.

With gasoline near $3 a gallon in the country, Ford Motor Co. this weekend is holding a first-of-its-kind event: The Ford Escape Hybrid Fuel Economy Experience.

In Dearborn, owners of Ford Escape Hybrids will learn from 70 company engineers how to optimize fuel economy in Ford's first gasoline-electric hybrid vehicle, which also happens to be the sport utility vehicle with the highest gas mileage rating.

The Environmental Protection Agency rates the Escape at a maximum 36 miles a gallon in city driving and 31 mpg on the highway.

Hands-on approach

Plenty of industry "experts" criticize the idea of an automaker meeting with consumers to show them, in effect, how to drive.

Honda Motor Co. and Toyota Motor Corp. -- the two automakers that were the first to offer gas-electric hybrid vehicles in this country in 1999 and 2000, respectively -- still act as if it's not their job to take a more hands-on approach to economical driving.

It's enough, I guess, for them to put their hybrid vehicles in showrooms, sell them like hotcakes and maybe put some driving tips in a brochure.

But giving consumers a chance to ask experts questions and learn directly from them? Naw.

No apology necessary

The truth is some industry insiders fear Ford's program will wind up making the automaker look like it's apologizing for drivers not getting the fuel economy they expected from their Escape Hybrids.

But I see this much more positively.

By reaching out to these people who could have bought a Toyota or Honda hybrid, instead, Ford is differentiating itself while making these owners more knowledgeable hybrid drivers.

One thing these consumers will learn, for instance, is if they travel to Florida or Arizona and run their air conditioning on "max AC," they won't be driving the Escape as a hybrid anymore.

Reason: With "max AC" engaged, the gas-saving electric power never comes on.

Sure, this makes sense when you think about it. But how many consumers will sit and think this through on their own?

Weekend Escape

I'm happy to report Ford's weekend event is full.

Indeed, more than 280 people from at least 24 states are headed to Dearborn this Saturday and Sunday to attend.

They're even paying their own travel expenses, and most will be pulling up in their personal Escape Hybrids -- all for a chance to learn about their vehicles and fuel economy.

I'm sure that open-minded Ford officials will do some learning of their own.

Car culture; Michigan native Ann Job is a California-based freelance writer. She can be reached at annjo84@hotmail.com.