Renewable Gossip

Oct. 9, 2009 - Nissan announced this week that it will produce a hybrid gas-electric version of its Infiniti M luxury performance sedan, to go on sale in 2011. The Infiniti M35 Hybrid represents the brand’s first hybrid—and provides one more example of the curious relationship between luxury and hybrid vehicles.

Nissan’s leadership has repeatedly made the argument that hybrids are not the answer to the environmental challenges facing the automobile industry—and that only pure all-electric cars represent the necessary shift to oil- and emissions-free motoring. The company’s small all-electric Nissan Leaf will debut in late 2010.

However, the use of a gas and electric power combo is apparently Nissan’s solution for luxury buyers unwilling to sacrifice horsepower and high-end features, but no longer wanting to guzzle gas. As Infiniti’s press release states, “The M35 Hybrid has been designed and engineered to add to, not take away from, the driving experience, a key part of any Infiniti’s appeal.” [Subtext: Most hybrids take away from the driving experience.]

The M35 Hybrid—based on the all-new 2011 M expected next year—combines a 3.5-liter V6 engine, electric motor, and lithium ion battery pack in a full hybrid drivetrain capable of some all-electric propulsion. Honda was unsuccessful in finding buyers for its performance-oriented V6 Accord Hybrid, which the Japanese company discontinued in 2006. But the luxury segment is quickly filling up with V6 hybrid sedans, such as the Lexus GS 450h and the Mercedes S400 Hybrid. Dieter Zetsche, CEO of Daimler, explained, “I am convinced that many customers continue to want a comfortable and spacious car. [But] they would not like to be called callous by their neighbor because the fuel consumption is astronomic.”

Green As Luxury

The Infiniti M35 Hybrid further establishes this newly emerging category of slightly greener luxury. In other words, green is a competitive advantage for discerning luxury buyers willing to pay the premium—and Nissan doesn’t want to be left behind. Expect an increasing number of luxury vehicles to come with a hybrid option—even from Porsche, Ferrari, Rolls Royce and Aston Martin, which have all announced hybrids in the works. The one exception in the hybrid luxury field is the 34-mpg Lexus HS250h, which shows some restraint by using a four-cylinder engine. Admittedly, the HS 250h is at the lower end of the luxury price range.

read more