The global fashion magazine July 19, 2024 
Out now: Lucire issue 49, with free shipping for UK and US


A future Lucire Car to Be Seen in?


October 28, 2007/5.19

[Cross-posted] Honda’s Takeo Fukui has said that he will put the world’s ?rst hydrogen fuel-cell car on the market by next year, with a sticker price of around £50,000. The car emits water vapour as its “exhaust”.
   This is fabulous thinking: rather than hold the technology back, as all the other automakers are doing, Honda is going full steam ahead and pioneering.
   In one move, it’s overcome any slowdown in the Japanese car market and made an impact in an eco-conscious world.
   And £50,000 isn’t a lot to pay for a large sedan that’s brimming with technological advancements.
   Asked how the new Honda FCX might overcome the absence of hydrogen ?lling stations, Mr Fukui gave a great answer that shows the company has really considered its car in a historical context: ‘When the car was invented, countries weren’t full of petrol stations. When the demand is there it will happen.’
   It makes Red China’s copying of western automotive models seem outmoded and silly, considering that it had nearly a carte blanche with which to play in the 1980s and 1990s. That could have meant jumping ahead of the rest of the world without having the worries of old plant costs to contend with.
   It also shows that brands will only get you so far: major leaps ahead like this, without reference to what the establishment might think, can spell success when it taps in to the Zeitgeist. And Honda has detected that the world in the late-2000s is still going to be obsessed with global warming and climate change. It has detected that there is a rebellion against brands that do not help the planet. And it might have also considered that there will be a rationalization in the brands we deal with, so why not get ahead now?

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