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Watch your steps, or you'll risk stumbling!Published: 07 Apr 2009 00:13:03 PST

"Green" is a high priority in the China Auto Industry - the government is granting subsidies for environment friendly technology, and Chinese car makers are investing huge efforts to develop and launch alternative power trains in the market. That's certainly good news. Being set to become the largest auto market in the world brings along responsibilities, and to lead the fight against pollution is one of them.

What strikes me, though, is how much focus is put on the technological achievements - yes, Chinese car manufacturers have come a long way - but how little attention is seemingly laid on how to successfully market them. This is most astonishing since at the end of the day, consumers have to buy alternative engine powered vehicles, otherwise the entire "green" activities remain nothing else than a nice PR gig which barely justifies all the investments behind.

Then, what would make green technologies in China - in fact there are already quite a few market offers out there - more successful than they currently are?

A lower retail price, would probably be the most frequently heard answer. "Green" cars are significantly more expensive than cars with conventional technology, therefore potential buyers are scared off. While this argument may apply for international makes such as Toyota Prius, it does not really work for Chinese hybrid cars, which can be bought for less than half the price of a Prius. And still, the evaluation of the purchase price strongly depends on the perceived subsequent operating costs, as consumers in the United States impressively demonstrate: In times of high gasoline prices Toyota Prius hybrid models were sales hits, while with low prices at the pump, Prius hybrid cars are piling up at the dealerships.

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