The Value of Plug-in Hybrids

To put it somewhat crudely, I feel that whether a plug-in hybrid sells or not depends on how its value is explained.

"You can use it like an electric car for short distances, and when the battery runs out, it runs on the engine, but it's a bit expensive..."—

I feel like I've explained it like this several times, but this makes it difficult to understand the benefits of a plug-in hybrid. It's no wonder users might not be interested.

Porsche and Mercedes-Benz have clever strategies in this regard. They sell their plug-in hybrid models at a price comparable to their gasoline engine counterparts with equivalent performance. However, since the catalog fuel economy is better for the plug-in hybrid, they appeal by saying, "See, the performance and price are the same, and it just has better fuel economy, so this one is a better deal, right?"

You might wonder how they can keep the price of the plug-in hybrid down, despite needing to install batteries and motors that aren't necessary for the gasoline engine model. The reason is that they use a smaller engine displacement, one or two sizes smaller than in the gasoline engine model. In this case, the performance of the engine alone is inferior to that of the gasoline engine model, but by combining the power of the engine and electric motor to achieve a "system output," they can attain performance comparable to the gasoline engine model. Even so, it must require considerable effort to maintain the same price as the gasoline engine model, but Porsche and Mercedes are challenging to expand plug-in hybrid sales by tackling such issues.

Fuel Economy: 23.8 km/L, Approximately 20% Better Than Golf Highline's 19.9 km/L

Meanwhile, Volkswagen's "Golf GTE" is highlighting the benefits of the plug-in hybrid from a "sporty" perspective. The model name itself, "GTE," is very similar to "GT" in the Golf's sporty grade, "GTI". Just hearing this name, any VW fan would instantly understand the car's character.

Furthermore, Volkswagen has set up a "GTE" drive mode that can be selected with a single button press. By fully utilizing the performance of both the engine and electric motor, it achieves acceleration comparable to the GTI and also features unique tuning for the engine sound, allowing drivers to fully enjoy a sporty atmosphere.

Upon actually test driving it, the first impression of the Golf GTE is surprisingly calm. Unlike the GTI, the ride comfort is soft and pleasant, similar to the regular Golf Highline. When driving normally, the engine sound is barely audible, just like other Golf models, and the engine's power feels equivalent to the Highline. Despite its bold name, the GTE's engine is fundamentally the same 1.4-liter TSI as the Highline. Without the help of the electric motor, the acceleration wouldn't be significantly different.

Moreover, when the "E" drive mode is selected, it can run as an electric vehicle, with the engine off, allowing for even quieter driving. Plus, its zero CO2 emissions during operation satisfy one's "eco-consciousness." It could be argued that this alone is sufficient, without needing the "GTE" designation.

Furthermore, the Golf GTE's fuel economy is good even without relying on external charging, achieving a JC08 mode hybrid fuel economy of 23.8 km/L. This translates to an economic performance approximately 20% better than the Golf Highline's 19.9 km/L.

If the price were the same as the Golf GTI, the GTE might have been explosively popular. However, the GTE's price is 4.99 million yen, exactly 1 million yen more than the GTI. While subsidies for clean energy vehicles amount to about 380,000 yen, and other benefits like eco-car tax reductions add up to about 570,000 yen in incentives, it still falls short of the GTI. Its positioning is a bit ambiguous.

Room for Improvement in the Balance Between Price and Product Appeal

Volkswagen attempted to highlight the benefits of the plug-in hybrid with "sportiness" as the keyword. However, it hasn't achieved a point where "other performance and price are the same as the gasoline engine model, but only the fuel economy is outstanding," or "the performance is clearly superior." It remains at the level of "there's a slight advantage here, a small benefit there, but the price is a bit higher."

I don't intend to dismiss the Golf GTE as unappealing. If you charge it frequently and drive, the proportion of EV driving in the total mileage increases, contributing to CO2 reduction. In other words, for those who are highly conscious of environmental issues, it will likely be seen as an attractive eco-car even in its current form.

However, for the average person to choose a plug-in hybrid without hesitation, the balance between price and product appeal needs further improvement. That said, with battery technology expected to advance significantly in the next few years, the era when plug-in hybrids become commonplace may not be too far off.

Volkswagen Golf GTE
Body Size | Length 4,265 × Width 1,800 × Height 1,480 mm
Wheelbase | 2,635 mm
Tread Front/Rear | 1,535/1,510 mm
Vehicle Weight | 1,580 kg
Engine | 1,394 cc Inline 4-cylinder Turbo
Maximum Engine Output | 110 kW (150 ps) / 5,000-6,000 rpm
Maximum Engine Torque | 250 Nm (25.5 kgm) / 1,500-3,500 rpm
Maximum Electric Motor Output | 80 KW (109 ps)
Maximum Electric Motor Torque | 330 Nm (33.6 kgm)
Transmission | 6-speed DSG (Dual Clutch)
Drivetrain | FF
Minimum Turning Radius | 5.2 m
Suspension Front | MacPherson Strut
Suspension Rear | 4-Link
Brakes Front | Ventilated Discs
Brakes Rear | Discs
Tires Front/Rear | 225/45 R17
Hybrid Fuel Consumption (JC08 Mode) | 23.8 km/L
Driving Range Using Charging Power (Plug-in Range) | 53.1 km/L
Equivalent EV Range (Equivalent EV Range) | 53.1 km/L
CO2 Emissions (JC08 Mode) | 98 g/km
Price | 4.99 million yen