2001 Honda Insight
2nd Generation Honda Insight Fails The Honda Insight began life as a hardcore hybrid with futuristic styling. It was so revolutionary, different looking and so purpose-built it never sold in satisfactory volumes. The first Insight was a pure commuter car with extremely slippery aerodynamics. There was no rear seat and the body tapered off into a teardrop shape. The rear wheels were covered bodywork to improve aerodynamics. The Insight actually beat the Toyota Prius hybrid to the market, but once the Prius launched, the Insight was blown into the weeds. The Prius was more practical, had better performance and got competitive fuel economy. No wonder the Insight failed. After a hiatus, Honda launched the second generation Insight in 2009 as a 2010 model vehicle. While the 2nd generation Insight was a better attempt, its sales peaked at 21,000 units in 2009 and 2010 before dropping to below 5,000 units in 2013. A key aspect of the Insight is how poorly it fared in AutoPacific’s Vehicle Satisfaction Award research. The Insight was always in the bottom ten of the ratings out of more than 200 vehicles sold in the USA. Low sales and poor satisfaction do not make for a viable business case. The car simply did not meet buyers’ expectations and Honda dealers had a hard time moving them.
Satisfied With Acceleration If you are a lucky enough to own a Jaguar XJ, you likely are extremely satisfied with the power and acceleration of your car. In AutoPacific‘s new car and light truck research, 100% of XJ owners are extremely satisfied. Overall, 51% of new car and light truck buyers are extremely satisfied with the power and acceleration of their vehicle. About 86% of sports car owners are extremely satisfied. About 71% of sporty car owners and 70% of aspirational luxury cars are extremely satisfied. At the other end of the spectrum are owners of hybrids and small cars. Only 37% of hybrid owners are extremely satisfied with power and acceleration compared with 40% of small car owners. This might be expected since these products are biased toward maximum fuel economy usually at the expense of spirited driving.
Prius Plug In Hybrid Owners Least Satisfied with Power and Acceleration
Toyota Prius owners are least satisfied no matter which Prius is owned. Only 19% of Prius Plug-In Hybrid owners are extremely satisfied with the power and acceleration of their vehicle. Only 20% of Prius c owners are extremely satisfied. Only 24% of Prius v owners are extremely satisfied and only 27% of the Prius are extremely satisfied. Other Toyotas in the bottom twenty include the Matrix (21%), Lexus CT200h (29%) and Scion xD (30%). Ten of the bottom twenty are hybrids in addition to the seven models from Toyota are: Hyundai Sonata Hybrid (24%), Honda CRZ (26%) and Honda Insight (27%). Four economy cars are among the lowest rated: Honda Fit (25%), Nissan Versa (25%), Mazda 2 (27%), Ford Fiesta (28%), Kia Rio (29%) and Hyundai Accent (30%). Completing the bottom 20 are: Mazda CX5, Mitsubishi Outlander Sport, Mitsubishi Outlander and Jeep Patriot.
How Important is Power and Acceleration? Of course, one of the key questions is how important power and acceleration is to these owners. Overall, 39% of owners say power and acceleration is extremely important to them. So the industry is overachieving slightly having 51% of owners extremely satisfied. Among hybrid owners, only 23% say power and acceleration is extremely important (compared with 37% satisfied). Among small car owners, power and acceleration is important only to 28% (compared with 40% satisfied).
Two new, completely different high efficiency cars entered the American car market earlier this year – the Nissan Leaf and Chevrolet Volt – and AutoPacific set out to find out how different the owners of those cars were from owners of hybrid cars like the Toyota Prius and Honda Insight. We also are looking at how satisfied buyers are with the cars and what they would like changed.
Think of these four cars as being purpose-built for their technology. They did not simply adapt their new powertrain technology to an existing vehicle such as the Ford Fusion Hybrid or the Toyota Highlander Hybrid. The Chevrolet Volt is an Extended Range Electric Vehicle. The Nissan Leaf is a pure Battery Electric Vehicle. And the Toyota Prius and Honda Insight are pure Hybrids.
Based on AutoPacific’s annual New Vehicle Satisfaction Survey which has a total of almost 73,000 new car and light truck owner responses to a comprehensive questionnaire about the car buying and ownership experience, the comparison finds some interesting and insightful results.
Leaf and Volt Owners are Dramatically Different from Prius and Insight Owners: Volt owners paid $43,000 for their new car. Leaf owners paid $34,500. Prius and Insight owners paid $25,000 and $21,000 respectively. Given the price points, Volt and Leaf owners are the most affluent with incomes of $150,000. Prius owners have an income of $100,000 and Insight owners have an income of $80,000.
Leaf and Volt owners are much more likely to be male and much more into the technology of their new car. They are very similar to early buyers of hybrids who were enamored with the new innovative technology of their vehicle. The Leaf and Insight owners are the youngest of the group at 53 and 54 years of age respectively. Owners of the much more expensive Volt are 58 as are owners of the Prius.
Leaf owners have the highest level of education. About 90% have a college education. About 70% of Volt, Insight and Prius owners have a college education. Leaf owners are much more likely to be retired (almost 50%). Only 17% of Insight owners are retired. About a third of Leaf owners are in a technical profession as are 20% of Volt owners.
Leaf owners are most likely (24%) to have owned a hybrid before. Prius owners are almost as likely to have owned a hybrid (23%) as Leaf owners. Volt (8%) and Insight (8%) owners are newcomers to the world of alternative fuel vehicles. Volt owners are most likely to have previously driven a compact car (18%) or mid-size car (14%), Insight owners were most likely to have previously driven a compact car (23%) or a mid-size car (23%).
Satisfaction – Volt Wins: About 86% of Volt owners are very satisfied with their vehicles compared with 80% of Leaf owners, 70% of Prius owners and 54% of Insight owners. Among these four cars, Volt owners are most satisfied by a substantial margin. Leaf and Prius owners are about equally satisfied. Insight owners are the least satisfied among the four cars. Out of 48 satisfaction categories in the research, Volt owners are the most satisfied in 38 of the categories… an overwhelming win.
“When thinking Toyota Prius, one often thinks green. We must also think winner, as Image Compact Car owners bestow the Motorist Choice Award as well as AutoPacific’s Owner Recommendation and Vehicle Satisfaction Awards on the iconic hybrid. With a standout shape and efficient interior packaging, the Prius fits nicely into the lives of those looking to make a statement without sacrificing lifestyle.” — AutoPacific
“The Prius was a 2009 BOVY winner and has the second-best retained value and the lowest fuel costs of any vehicle.” — IntelliChoice
Owner Satisfaction Highlights
* Vehicle and Brand Reputation
* Reliable / Dependable
* Environmental Friendliness
* Innovative Technology
* Overall Quality
* 2009 BOVY Winner
* Exceptional Retained Value
* Lowest Fuel Costs of any vehicle
With an unmistakable image, both literally and figuratively, it was no surprise that the Toyota Prius won out against the competition in the Image Compact Car segment. Prius dominates the segment with owner’s satisfaction scores, especially in terms of reputation and innovation. Areas in which the Prius leads the segment include:
• Innovative technology and environmental friendliness
• Vehicle and brand reputation
• Interior storage/compartments
• Fuel economy/gas mileage
• Quietness inside the vehicle and vehicle ride
I’m a fan of hybrids. The idea of using a cleaner electric motor to assist the most inefficient stage of a combustion engine’s range makes great sense. The fact that Toyota is pursuing the technology with such vigor lends give it even more credibility to me. After all, Toyota does not have a history of making huge strategic errors.
Camry Hybrid Launches with $25,900 Price Tag
Accord Hybrid Versus Camry Hybrid
Toyota has just announced pricing for its latest hybrid, the Camry. Sitting at the heart of the car market, this family sedan has a 187HP four-cylinder hybrid system that offers almost as much power as the launch V6-powered 2002 Camry. For a mere $25,900, one can get a hybrid powertrain and standard equipment including automatic headlights, premium audio, cruise control, Bluetooth, power driver’s seat, sixteen-inch wheels, heated side mirrors, dual-zone automatic climate control, and an ECO button that further improves fuel economy by controlling the HVAC system in certain situations. It arrives in dealers in May 2006.
This is an issue that VehicleVoice and AutoPacific has been tracking. Will a performance-oriented hybrid be more persuasive than a fuel economy biased hybrid. Honda has adopted the performance strategy with Accord, but not with Civic. Toyota has gone the fuel economy route with its Toyota brand hybrids, but with performance-oriented strategies with its Lexus brand hybrids. Over time, it will be very interesting to see how these differing strategies play out.
Camry launches with a price about $5000 less than Honda
‘s Accord hybrid sedan
, which uses a V6 and, with 253HP, offers significantly more horsepower. This dramatic difference in horsepower ratings presents an interesting case study. So far, hybrids have been primarily for improving fuel economy, as with the Prius and Civic hybrids, or for getting luxury performance with a smaller hit at the pump, as with the Lexus hybrids. But the Camry and the Accord hybrids go head-to-head in segment and size with slightly different philosophies, giving the market an the opportunity indicate a preference for hybrids with improved overall performance versus for hybrids focused more purely on improved fuel economy.
Honda introduced the latest version of its Civic in early Fall 2005, the eighth generation of a product at the core of Honda’s existence in North America. Though Accord remains Honda’s best-selling product, Civic is a close second. Civic’s annual sales have remained at or above the 300,000-unit mark since about 1997, despite that the seventh-generation was a shadow of former generations and received heavy criticism from public and press alike for its de-contented feel and lack of enthusiasm versus prior iterations. In spite of this, as recently as 2004 the Civic outsold its nearest competitor (Ford Focus) by more than 100,000 units. Though the seventh-generation sold well, it did so by skating on a solid image generated by previous iterations. The new-for-2006MY Civic restores the substance behind the reputation.
The results of this transformation are being immediately felt. The eighth generation is praised even more than the prior car was criticized. It recently won Motor Trend Magazine’s Car of the Year award and is a finalist for the same honor in the North American Car of the Year competition. With such advance praise, we were looking forward to a turn behind the wheel. Now that a Civic EX has spent a week in AutoPacific’s Southfield, Michigan office, we’re happy to say that we’re also impressed.
The Civic has returned, long live the Civic!
This editorial appeared in the Wall Street Journal on Wednesday, November 30, 2005. Written tongue-in-cheek, Jenkins pokes fun at the hype hybrids have achieved to date. Indeed, his commentary reflects some of the perceptions gathered in our September, 2005 VehicleVoice (http://vehiclevoice.com) Hybrid Study.
Dear Valued Hybrid Customer…
Business World/by Holman W. Jenkins, Jr.
We at the Toyota Motor Corporation are writing to address certain misconceptions that have arisen about your Toyota Prius model, which we are proud to note is driven by many celebriies, including Prince Charles and HBO’s Larry David.
Our pioneering gasoline-electric hybrid, introduced in 1999, has become an object of adoration to the world’s enlightened car buyers. Our competitors, including American’s Big Three, are rushing out hybrid vehicles of their own. Unconfirmed media reports say that we at Toyota intend to double our hybrid output to 500,000 vehicles next year. Along with other members of the auto industry, we will be lobbying for tax breaks and HOV privileges for hybrid vehicles.