Alternate Fuel Rental Vehicles
In the small geographic area of Greece, and the Greek Isles, Lotus CarRental is an established company headquartered in Athens, Greece. Thecompany has numerous offices throughout out the islands, and is positionedto serve the tourists which come to view the historic cradle of westerncivilization. The company has earned an excellent reputation in the Greektourism industry, serving the population for over 30 years of experience.LOTUS provides a wide selection of rental vehicles for hire in Greece from1000cc to 2000 cc. (lotuscarcompany.gr, online) their vehicles includeluxury cars, 9 seat mini-buses and convertibles. The company lives by acommitment to provide a rental service in Greece of the highest standards,which has resulted in gaining a large number of repeat customers who havebecome accustomed to our total reliability. The successful introduction ofhybrid and other alternate fuel vehicles in the marketplace presents aunique opportunity for the company. Because of the limited travel areawhich the typical tourist travels while in Greece, and the extendedcruising range of hybrid gas-electric vehicles, such as the Toyota Prius orHonda Insight, which attain approximately 50 miles to the gal
Tourists will likelynot want to risk running out of electric power in the middle of the day, orworry about plugging in their vehicle in the evening. As a result, the timing for gas - electric hybrid vehiclescouldn't be better. According to Bak (2000) the high gasoline prices and higher petroltaxes fuel in Europe are creating a consumer backlash against the oilcompanies. (Klaus, 2002) Since these vehicles are receiving a tentative reception in themarketplace, Lotus may be in a positive bargaining position in regards topurchasing hybrid vehicles direct from the manufacturer. The vehicles are also a focus for additional consumerattention due to rising petrol prices. According to Klaus, Honda also is marketing a Civic Hybrid, featuringa gasoline engine teamed with an electric motor. (Valenti, 1991) But the usefulapplication, and widespread availability of these fuels is still yearsaway. The most significant difficulty in adapted them towidespread consumer use is the availability of fuel. The exposurewhich Honda and Toyota will receive from having their vehicles a part ofLotus fleet is worth more than any advertising campaign can purchase,because consumers will be able to test the vehicle, and realize theadvantages of owning out. For this reason, Lotus would likely have less success takingon these completely alternate fuel vehicles as compared to the hybridsoffered by Toyota and Honda. Drivers still want an autowhich will 'get up and go' when they stomp on the gas pedal, and the hybridcars to not fit into that category like sport sedans, and SUV's. (Valenti, 1991) Tharby, who leads acommittee which is engaged in defining fuel specifications formethanol/gasoline mixtures, is developing composites fuel which could bedistributed along traditional channels. It isunlikely such HEVs, or any other alternate fuel vehicle, will soon bridgethe gulf between the kind of automobiles society needs, and those cars thepublic wants. These gasoline surrogates havebeen receiving significant attention from American auto makers.
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