Electric Cars Get a Makeover

Jan. 6, 2008 -- As mass-produced electric cars come closer to reality, their makers are trying to polish the image of what experts say could be a hard sell in the current recession.

"Please erase your image of electric cars being like golf carts," a spokesman for Japan's fourth-biggest automaker said before taking a zero-emission vehicle out for a spin.

"It's fast, powerful and smooth," Mitsubishi Motors Corp. spokesman Kai Inada said of the iMiEV electric car, which is due to be launched next year.

Zero-emission vehicles may not be a novel concept for long. Japanese car makers are racing to develop electric cars, and U.S. and European manufacturers have also announced plans to roll them out within a few years.

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The dream of an electric car, which has been around since the time of Thomas Edison, has so far failed to break into the mainstream because of limited battery life that makes such vehicles impractical for most purposes.

But after technological breakthroughs in the development of long-lasting lithium-ion batteries, soon it may not just be Hollywood stars who are zipping around in zero-emission automobiles.

Mitsubishi's electric car now runs 100 miles on one charge, which takes 14 hours when using a conventional 100 volt outlet on the wall, or 30 minutes to charge 80 percent of the battery using a special quick charger.

With the help of government subsidies, Mitsubishi Motors aims to sell its iMiEV at a price of less than $30,000 as early as 2010.

"The price and the short mileage per charge are the two biggest challenges we must address," admitted Kazuhiro Yamana, head of Mitsubishi's public relations department.

"But we expect that technological breakthroughs in lithium-ion batteries will continue, realizing longer distances -- for example triple the current distance in 10 years," he said.