Table of Contents

Page

Executive Summary

Definition

History of Hybrid Technology

Challenges

What Makes Marketing Green?

Targeting Green Consumers

6-7

Hybrid Technology Cases

Examples of Hybrid Technology in Malaysia

Case Study in Malaysia and Factor Analysis

10

Summary

11

References

12

Executive Summary

Definition A simple definition of hybrid is a thing made or something that is powered by more than one source of power or by combining two different elements; a mixture. This hybrid technology is defined as a vehicle that uses two or more combination of fuel and electric power to move the motor vehicles, thus saving fuel. History of Hybrid Technology Even though electric-powered vehicles is not new inventions, most advances in electric vehicle industry was developed since the 1980s, and with the application of modern technology, designers of electric vehicles capable of increasing electric vehicles become more efficient and powerful without compromising the environment. Electric vehicles have a long history began since the 17th century. The first known electric vehicle is a small model built by Professor Strtingh in 1835 in the city of Groningen Duct. This car, however, is not practical due to the high price and short battery life. Later on, a small practical electric vehicle car is built by Thomas Davenport in the United States. Thomas inculcating an electrical car capacity, reduces prices, and uses a battery that has a life span much longer and more powerful. Even with this increase, the electric car is not popular because he had to use a non-rechargeable battery of the vehicle. It appears that the general public might not use electric vehicle batteries due to this factor, but this all changed when a Frenchman Gaston Plante invented rechargeable storage battery in 1865. Then, the electric vehicles first came to world attention is a racing car La Jamais contente. It was built in Belgium in 1899 to race. The car broke the world record in France with Jenatzy driven by Camille in 1899, with speeds up to 62 miles per hour. However, electric vehicles neglected when the vehicle using oil field, until the 1980s. In 1900 an electric vehicle is developed for other purposes other than public transport. It developed as a cheap way to move a short distance in the factories, golf courses, and college campuses, especially where there is a need for the prevention of air pollution. People began to see the opportunity for electric vehicles. In the early 1980s formed the research team, financed by the world's major car companies to develop electric vehicles with the use of the new technological advances in batteries, system consolidation and aerodynamics. Soon there were rumours the government will require diversification of energy sources, and company vehicles, electricity, and academic education community began to do research, test and develop electric-powered vehicles. Around 1990 several California cities began using electric power as an energy source bus, car-road (streetcars) and public transport vehicles to help reduce air pollution levels.

In 1992, the U.S. Congress passed the National emergency policy, signed by President Bush stating among other things that the use petrol in U.S. will be reduced to ten per cent by 2000 and thirty percent by 2030. With this announcement, more companies and research teams have joined the research vehicle electrical power. Giant car manufacturers such as Honda, GM and Chrysler spent millions of dollars on research that electric vehicles will be produced for sale as early as 1996. Also since the National emergency Policy approved electric vehicles is highlighted extensively throughout the U.S., the government also offers tax deductions for owners of electric vehicles. One of the reasons advanced electric vehicle is to maintain a clean and safe environment. Therefore, there is an urgent need to create a vehicle that is not dependent on oil. Electric vehicles could potentially be the best answer for these problems on. Electric vehicles on average are 98% cleaner than burning vehicle, according to the relative rates of air pollution. This means that if electric vehicles replace traditional cars, air pollution can be reduced by up to 35% per year.