Does Al Gore approve?

A recent Newsweek article outlined Honda's plans to outpace the iconic Toyota Prius with a new generation hybrid rumored to be the world's most fuel efficient car when it arrives in 2009.

Now, in the interest of full disclosure, I'll admit that I own a Honda and have never owned another brand. Love 'em to death. They're reliable, they're low-emission, and they just make sense. And Honda engineers never stop trying to solve long range challenges that other manufacturers haven't yet conceived of. You have to appreciate that.

The interesting thing is that Honda had really bad timing when it came to hybrids. A few years back, they stopped making the CRX coupe and replaced it with the 60 mpg Insight. I checked one out -- it made my own bare-bones CRX look like a loaded Jaguar by comparison -- but you had to give them credit for the effort. They were first out of the gate in the US, and the Insight had a truly unique body profile. People, namely the automotive press, said it just looked weird. They didn't sell very many. It was truly a car ahead of its time.

Then they pulled back and decided to focus on hybrid-izing the Civic and Accord. They even built an Accord whose electric/gas engine combo was designed not to improve gas mileage, but to add punch to the acceleration. (Personally, I think they were having a little fun with us on that one.) Meanwhile, Toyota introduced the rather distinctive and nicely appointed Prius.

Fast-forward a year or two to Hurricane Katrina, $3.50 a gallon gas and global warming. All of a sudden the average affluent Joe wants to look like a tree hugger and save a few bucks in the process. Does he go out and buy a Civic Hybrid? No -- he buys the car that tells everyone he drives a hybrid without him having to point out a small label under the model badge.

So, basically, the most fuel efficient car company in the world got its clock cleaned. (Not that I have an issue with Toyotas. They're good cars. They're just not Hondas.)

Now, of course, Honda is working on its own distinctive hybrid. I'd be happy enough if they'd just make a Civic hybrid coupe. Preferrably red. Right now you can get a sedan with a choice of colors restricted to white, silver, black, silver blue and gray. So not only are you a tree hugger, you're phenomenally boring. At least the Insight came in red. Dang. Shoulda gotten one.

On another note, Honda's new entry-level car is the cute and economical Fit. Nice car, but I can't conceive of owning one. I mean, imagine the dinner party conversation:

"So, what kind of car do you have?"

"I have a Fit."

"I understand. I had a fit when my mechanic couldn't fix my transmission. Now, what is it you drive?"

(Still, it's nowhere near as bad as the Ford Probe. Who came up with that name? A Ford exec who just came back from the proctologist?)