Honda Motors CEO Takanobu Ito said that there could be a "huge demand for battery-powered electric-vehicles," in the near future. This is currently the strongest endorsement of alternative fuel technology Ito has made, while his predecessor ignored it as impractical. The Japanese automaker has plans to launch a plug-in hybrid, as well as a pure electric-car by 2012.
"It's starting to look like there will be a market for electric vehicles (EVs)," Ito said.
Honda unveiled their Fit EV concept at the Los Angeles Auto Show last week. Along with the EV, the Japanese auto maker is working along side Google to turn the prototype into a mass produced car.
Managed by Enterprise, Google's "GFleet" is a car-share program including hybrids and plug-in hybrids, available to 2600 Google employees. The program is expanding to include electric vehicles launching later this year.
Honda is in Las Vegas and SEMA with a dozen CR-Z cars in various stages of tune, many from in-house divisions like Mugen and Honda Performance Development. The other half are from independent tuners invited by Honda.
Accessory kits for the new CR-Z will include "a full body kit, front grille, rear wing spoiler, 17-inch XJ aluminum wheels, sport mats, black aluminum shift knob, and billet aluminum oil-filler cap.
Honda has found a way to promote their vehicles through the power of online videos. The latest series, "Dream The Impossible," includes a short series of films documenting scientific exploration that includes the new Honda vehicle.
"Honda's 'Power of Dreams' marketing spotlights human stories of perseverance, including our long-standing engineering commitment to develop cleaner forms of mobility," said Barbara Ponce, manager of corporate advertising for American Honda Motor Co., Inc.