TECHNOLOGY FOR CHANGE

Green Luxury

Dave Greenfield | Date: 02-23-10 | Comments

New luxury cars are doing the unthinkable--they�re going green.

A few years ago, the idea of an electric luxury car would have seemed absurd: The two were almost oxymoronic. After being hit with a worldwide recession and the rising cost of energy, though, green is not only acceptable, it�s fashionable. But just in case it�s not fashionable enough, several luxury carmakers, including BMW, are jumping into the race to develop eco-friendly models that contain just as many extra features as extra MPGs.

The rush to develop and market electric cars has been furious among a variety of midrange carmakers, including Ford, Chevy, Dodge and Toyota, as well as a crop of startups that are getting into the race. Toyota�s luxury arm, Lexus, is set to release its first hybrid later this year, the HS250h, and General Manager Mark Templin sums it up neatly, saying, �If all you care about is MPG, go buy a Prius.� If you want heated seats, complimentary loaner cars, the latest technology and a Lexus-quality ride, you go buy an HS250h. You get the MPGs too; the HS250h, for example, is rumored to get better mileage than a Smart car in city driving.

Other luxury brands are catching up, notably BMW. At this year�s DC Auto Show, BMW turned heads with its Active-E concept car. This all-electric car will provide �solutions to minimize environmental impacts while preserving the kinetic driving experience for which BMW has long been known.�

How does the Active-E address environmental concerns? With its �new, advanced lithium-ion battery pack.� According to BMW, the battery will power the Active-E for about 100 miles of average use before recharging is required. Charge time will be about 4.5 hours. BMW fans can reach a healthy 90 mph, at which point speed is capped to preserve battery life.

And how does it address luxury concerns? The Active-E basically uses the �existing vehicle package� of the 1 Series Coupe for outstanding luxury, and if rumors are true, it can accelerate from zero to 60 mph in less than 9 seconds. Luxury green has arrived; carmakers are anxious to see if the buyers have come too.