
In the current age of anti-SUV vehicle-buying sentiment from the U.S. public, American automakers have had a tumultuous time trying to shift directions on a dime. Consumer sentiment can change with the wind, and triggers like a 50% increase in gas prices can come out of nowhere to completely obliterate profit margins of automakers that aren't in tune with those changes.
Toyota Motor Co. (NYSE:
TM) is one automaker that seems to have seen this day coming years ago as it had early editions of hybrid vehicles on showroom floors and in volume long before other mass-market competitors. Sure, Honda and
General Motors Corp. (NYSE:
GM) were there with experiments too, but the Prius hybrid from Toyota stole the show.
Even now, with gas prices marching ever upward, both GM and
Ford Motor Co. (NYSE:
F) have been slow moving with hybrid vehicle introductions. In 2006, Ford's Escape small SUV was a great seller and the company is poised for more. What is in GM's back pocket?
Not much. At least not publicly. Projects like the GM Volt and E85 cars and trucks are there, but what about gas/electric hybrids? Nada. And the maddening part is, GM has the stuff to make it happen. What if GM came out with an iconic American nameplate (as in, a sports car brand) that had muscle and great gas mileage? Like matching a new hybrid system with GM's V8 Camaro (a Chevy product)?
That could happen...but it's not. Why not?
GM could take the U.S. market by storm by having a sports car or slick entry into the fast-growing hybrid market soon (like, now). The automaker made a slight profit in its last quarter. Taking the lead in hybrid technology could be a major save for the company, although it still faces an uphill battle; it's own inertia toward innovation, for example. Without it, how does it hope to fend off nimble, ferocious Toyota?