Chrysler is getting in on the electric vehicle game (no doubt spurred on by the hopes of also getting in on some federal bailout money), by going public with some its plans for the electric market. Specifically, for some of its models, the company plans to keep parallel model lines; one each for electric and gasoline powered vehicles. In other words, you wouldn’t necessarily be able to tell the difference between a gasoline powered Town & Country minivan or an electric version.
If gas prices stay low, Chrysler factories will produce more gasoline powered models. If gas prices rise, factories can start rapidly turning out more electric cars since the models are essentially the same.
Seems an interesting, perhaps risky strategy. Will customers be willing to pay a premium price for a vehicle that garners no added attention from a similar gas powered version? Yes, saving money on gasoline fill-ups is positive, a zero-emission vehicle is meritorious. But don’t premium paying customers want others to actually notice the vehicle they are driving?
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