To: Don Devlin who wrote (2358 ) 9/24/1998 10:35:00 PM From: WALT REISCH Read Replies (1) | Respond to of 8393
Ford strives to be environmental leader Reuters Story - September 23, 1998 22:01 By Todd Nissen DEARBORN, Mich., Sept 23 (Reuters) - Ford Motor Co. on Wednesday said it will begin testing a fuel cell-powered car early next year, part of a multi-pronged approach the U.S. No. 2 automaker has launched to position itself as the auto industry's environmental leader. But do not expect Ford to copy competitors by selling environmentally friendly cars that are what Ford Automotive President Jacques Nasser termed "limited production showpieces." "High profile concepts with limited volume do little in themselves to make progress in the environment, and vehicles that don't meet customer expectations in the marketplace won't work either," said Nasser, who takes over as president and chief executive officer in January. Top Ford officials, including chairman-to-be William Clay Ford Jr., spent the day Wednesday outlining several initiatives the automaker is taking to produce cars and trucks that get better fuel economy and emit less pollution. In January, Ford caught General Motors Corp. and Chrysler Corp. off guard by announcing that all of its 1999 sport utility vehicles and Windstar minivans, equal to one-fifth of its U.S. sales, would qualify as low emission vehicles. Ford is now working on a new way of controlling the high level of hydrocarbon emissions that are expelled in the first two minutes after a vehicle's "cold start." The company plans to eventually put the technology on future vehicles, allowing its full-size sport utility vehicles to meet ultra-low-emission standards. The company spends almost $500 million a year beyond its required emission budget to develop new propulsion systems, improve fuel economy and cut down emissions, Ford said. Ford has received the first fuel cell system developed by its partnership with Germany's Daimler-Benz AG and Ballard Power Systems Inc. of Vancouver, Canada. The alliance was formed last December to produce fuel cells engines for commercial use by 2004. Instead of running on gasoline, powertrains built from fuel cells use hydrogen and oxygen to generate electricity, thus eliminating tailpipe emissions. Ford said it will be the first automaker to conduct real-world testing of a fuel cell in a mid-sized car. Other automakers have also announced fuel cell programs. But critics, including BMW AG , have said fuel cells are too complex and expensive to ever be commercially viable. For a shorter term solution, Ford has a hybrid electric engine under development. Hybrid electric cars use conventional chemical fuels such as gasoline or diesel enhanced by electricity. Ford said its hybrid electric version would differ slightly from the Toyota Motor Corp. Prius, the first hybrid electric car to be offered for sale to retail buyers. Ford calls its vehicle a "low storage requirment," meaning it uses a single elecric motor to replace the engine flywheel mechanism. Officials would not say when they could get the costs down far enough to offer it for sale. In contrast to Ford, GM has been more aggressive in mass-marketing an electric vehicle. The U.S. No. 1 automaker began selling its EV1 electric car to retail customers in December 1996. But since then, it has only sold 483 of the cars, 180 of those through September 15 of this year. However, Ford's electric vehicles have a high-profile booster in William (Bill) Ford Jr. The great grandson of company founder Henry Ford said the first new Ranger EV. Ford said he plans to drive the compact pickup truck every day.