Word: fuel
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...governments from Canada to New Zealand are joining calls to restrict greenhouse-gas emissions. Consumers and shareholders are steering their money toward companies that demonstrate concern for the environment--or at least appear to do so. And technology is boosting the attractiveness of green products ranging from clean fuel-cell engines to pillows stuffed with a synthetic fiber derived not from oil but from corn. Even as the White House and Congress show little movement away from the U.S. policy of cheap and subsidized coal and petroleum, smart U.S. companies--especially those that operate globally--are investing in new green...
LANCASTER: Despite how much they say they prefer environmentally clean products, people just won't pay more. Fuel-cell vehicles, which my company, Ballard, is developing engines for, will sell--but when they do, it will be because they perform better than internal-combustion cars, not because they're cleaner...
LANCASTER: Maybe eight or 10 years. The major auto companies have prototypes, and today you can actually put down your credit card and buy a fuel-cell product. Coleman Powermate [a division of Sunbeam] just started selling a quiet, exhaust-free generator that uses our technology. It's for industry--it costs $5,995--but a consumer version is due in the next few months. General Electric is involved in fuel cells. They have an investment in one of our competitors [Plug Power...
When I started at Ballard 12 years ago, I would never have thought that I'd be talking excitedly about, say, the fuel-cell-powered floor scrubber. But companies are looking for a replacement for battery technology, something that can go through an entire shift and therefore cost less money...
CORREA: Should somebody hold a gun to the auto industry's head and force higher fuel-efficiency standards? Actually, in the short run that is usually the right answer. But if you are thinking about a real shift, then probably not. Would you like to be the world's best sailmaker in 1880 and predicate your company on that? You'd probably win the next two years' worth of orders. You have to be the best at the game today, and you have to be clairvoyant enough to know the game in the future...