Civic Hybrid tests Honda's new strategy

Despite being the first to sell an electric-gasoline car in the United States and making hybrid technology a centerpiece of its fuel economy push, Honda Motor Co. has yet to have a hybrid hit.

As KHABAR KHODRO reports, But the redesigned Civic Hybrid, launched April 20, is the first test of whether Honda's new strategy of tapping lithium ion batteries and, later, two-motor systems can break the streak.

Past Honda hybrids have fallen short on fuel economy, as the Insight did against the Toyota Prius, or on power, as the short-lived Honda Accord hybrid fared against nonhybrid rivals. Honda's new hybrid plan aims to fix both problems.

The first improvement is using lithium ion batteries, made by Blue Energy Co., a joint venture between Honda and GS Yuasa Corp. The goal is to save weight and space, while increasing fuel economy. But the new batteries are costly.

Higher mpg, sticker

The new Civic's lithium battery weighs 48.5 pounds, compared with 69 pounds for its predecessor's nickel-metal hydride battery. That helps the new Civic Hybrid get 44 mpg in both city and highway driving , edging the previous generation's EPA rating of 40 city/43 highway.

The updated hybrid also gets a lighter, more powerful electric motor, with output increased to 17 kilowatts, from 15 kilowatts. It also offers more cabin space.

So far sales have been sluggish. That is due in part to limited availability of the Japan-made hybrid because of earthquake-induced supply chain disruptions. Through May, Honda sold only 389 new Civic Hybrids in the United States, less than 1 percent of all Civics sold in that period. In 2010, hybrids accounted for 3 percent of the 260,218 Civics sold.

But slashing costs eventually will be key to driving sales higher.