If you mention Ford’s EcoBoost to a General Motors powertrain engineer, they will probably tell you that the Detroit automaker had the technology first. According to Uwe Grebe, executive director of GM’s global advanced engineering, GM’s mistake with the situation was missing the chance to market and badge the technology.
Ford launched its EcoBoost technology, which combines turbocharging and direct-injection, last summer. Ford says that it promises to offer EcoBoost in 90 percent of its lineup by 2013. GM actually had the technology in 2007 for its Pontiac Solstice and Saturn Sky.
“But we didn’t have a badge and say, ‘This is the most important thing we will put on all our brochures,'” he says.
Grebe says that GM is now making marketing its new turbo engines a top priority. The technology is standard on the Chevrolet Cobalt SS and HHR SS models. It will be available as an option on the Buick Regal due late this summer.
“It would not be good to say, ‘This is EcoBoost, only better,'” Grebe says. “People need to know what it is,” but “people don’t want to know every detail of the technology.”
– By: Kap Shah
Source: Automotive News (Subscription Required)