• Detroit Free Press, Tuesday, January 15, 2008 11:30 AM

Auto executives say the technical hurdles to meeting a 35-m.p.g. standard by 2020 will be less difficult than getting customers to accept the changes and extra costs that will accompany the accomplishment. They know how to build environmentally conscious vehicles--from plug-in hybrids to biofueled supercars--but don't know how many customers will buy them, and at what price.

"There's a piece of this that the customer has to help with," says Robert Lee, Chrysler's vice president of powertrain product engineering. "It can't be a tax on the manufacturer without some reimbursement."

Ford is backing a range of four- and six-cylinder engines with turbocharging and gasoline direct injection under the name EcoBoost that it says will be able to reduce fuel consumption by up to 20% over comparable models. The technology is far less expensive than hybrid or diesel systems, but its plans come with risks--especially with persuading consumers to buy a smaller engine. Chairman Bill Ford says it will have to market the engines aggressively and persuade possible buyers to have an open mind.

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