January 16, 2008
Argus LPG World: Q&A
By Siobhan Gilmartin
LONDON GETS SMART CAR CHOICE
UK company smart lpg has had strong success selling autogas-fuelled urban micro cars - particularly in London as they are exempt from the city's congestion charge.
The smart lpg vehicle uses a specially designed autogas fuel system developed by Dutch company Prins Autogassystemen, market leaders in LPG and compressed natural gas vehicle technology. Argus spoke to smart lpg's Managing Director, Rory MacParland, about the firm's progress.
Edited highlights follow:
Your first smart lpg car was manufactured in 2005. What were the main attractions for the company of investing in an LPG-fuelled vehicle?
LPG is an alternative fuel but has not enjoyed the sexy PR assiociated with semi-viable power sources such as electricity, fuel cells or hydrogen. It is therefore all the more ironic that there are more LPG vehicles on the road in the UK than other alternative fuel vehicles in Europe combined.
LPG was chosen firstly because by using LPG, smart lpg achieves 20pc lower CO2 emissions, with no perceptible loss of performance. Secondly, there were not any fully electric engine systems in production for cars, yet the LPG industry has been producing excellent systems for vehicles since the late 1960s. Finally, LPG is easier to use than electricity or any other alternative fuel. With 50pc savings in fuel costs, the choice of LPG was an easy one for us to make.
How successful has the car been?
The smart lpg is an extremely popular car and the company is one of the UK's most successful smart dealerships. We were named the country's best environmental car for 2005 and 2006 by The Independent and The Guardian last year named us the best city car behind the G-Wiz quadricycle. We have found success with corporate clients, and estate agents Knight Frank operate a fleet of smart lpg cars.
What is necessary to ensure that autogas recieves sufficient support in London and throughout the UK?
The real question is how do we make LPG desirable for consumers? Simply put, the industry needs to pull up its socks, making itself a real option for motorists, similar to other environmentally friendly motoring companies that appeal to their customers' emotional sensibilities.
No other fuel provides the benefits of LPG without sacrifice, and if you could give a customer anything that gives them the same performance that is better for society and costs 50pc less, how could they say no? The solution lies solely in the communication of LPG to the customer.
And how do you ensure political backing?
There needs to be greater political support for the industry and consumers of LPG in the UK. Since the government stopped offering grants for LPG conversions [in July 2005], LPG has been less desirable to the budget-conscious consumer, as government backing makes an enormous difference to the provision of infrastructure (LPGW, 16 May, p9). We need to develop a much stronger lobbying presence to demonstrate that LPG offers a genuine option for financially sensible, low-carbon motoring.
Are you content with existing industry standards?
We require greater quality control within the industry. Without trade standards, disreputable installers and sub-standard LPG equipment remains an issue that the consumer is always wary of - and rightfully so. smart lpg is lucky to have found the highest quality LPG equipment from Prins, and our customers will agree that the quality service and reliability are paramount when buying LPG conversions. Overall, the UK autogas industry does need to become more professional, more sophisticated, and cannier in its marketing and communications strategy. It requires considerable investment.
smart lpg recently launched a London-wide media campaign. How successful was the campaign?
The smart lpg media campaign was hugely important to publicise the brand and implant it in the general consciousness. The ability to demonstrate that we are serious about what we do, committed to the product that we offer, and able to give a coherent message as to why it is of public value is crucial to developing the business, as well as being a powerful brand awareness exercise.
When we will roll out a nationwide campaign remains to be seen. Prins has a strong presence nationwide, and a campaign on behalf of that business is something we are looking at seriously. We, like many other automotive industry insiders are waiting for the results of London Mayor Ken Livingstone's consultation about the proposed London Low Emissions Zone, and these will undoubtedly affect our business model for London-based business.
What will be the company's main focus this year?
The company's main focus will be to promote wider use of LPG nationwide, with the smart lpg as our urban hero. The message of quality, safety and the environment is the over-riding message as we push for tighter industry standards, deeper support from key stakeholders and strategies that will make the switch to LPG an easier decision for consumers to make.
