VANCOUVER - Automakers are facing a strange dilemma these days: Consumers say they want green fuel-sipping, eco-friendly vehicles.
But those who can are still plunking down their money to buy high performance cars and SUVs that have the carbon footprint of a sasquatch.
"I think we can all observe what's happening,'' says Barry Engle, who took over as president of Ford of Canada in February.
"Up until now there certainly seems to be a preponderance of consumers who, on the one hand express interest in being more environmentally friendly and on the other hand are completely unwilling to give up any performance.''
Perhaps it's not surprising after all. Public opinion polls have suggested people are concerned about climate change and want to do something. But other data shows they're unwilling to change their consumption habits.
That's left some automakers between the rock of increasing government pressure to supply green models and the hard place of a pitiless market that wants what it wants.
Gasoline that's surged past $3 a gallon is finally eating into the U.S. market for full-size pickup trucks -- less so in Canada where big pickups are mostly work trucks.
But even in Canada, where gas has always cost more, high-horsepower vehicles are still thick on the ground, some with output that would have shamed the best of the 1960s muscle cars.
Speaking of those, Chrysler will soon be offering its 425-horsepower Dodge Challenger SRT8 for about $45,000.
An eerie reincarnation of the classic '69 Challenger that well-heeled boomers fondly remember, the Canadian-built Challenger rockets to 100 kilometres an hour in about five seconds.
Chrysler Canada spokesman Jack Sulymka, who showed the Challenger off at the Vancouver International Auto Show that began Friday, says the demand for more powerful cars is 100 per cent customer driven.
The concept for the Challenger, which will compete against the evergreen Ford Mustang and the newly resurrected Chevrolet Camaro, first debuted two years ago.
"Mind you, gas was a little bit less but the demand certainly has not faded since 2006,'' says Sulymka.
"If anything, the hype right now is just as strong, if not higher, just because we're finally unveiling this vehicle.''
Sulymka points out that the SRT8 is the highest-performance version, with limited production. Volume models to follow this fall will include a much lower priced V-6-engined Challenger and a V-8 model that will use fuel-conserving cylinder deactivation, shutting down up to four cylinders when the car is cruising.
"We've had a 30 per cent increase in sales on fuel-efficient vehicles in 2007, including four-cylinder engines and diesel power plants that we've brought in,'' he says.
Sulymka said Chrysler's got five vehicles that will qualify for the federal government's short-lived green vehicle rebate, which will expire after this year.
Over at the Ford show stand, Engle points to the Lincoln MKR concept and MKS luxury car, which use Ford's EcoBoost engine technology.
EcoBoost combines a direct-injection fuel system with twin turbochargers to pump 415 hp from a 3.5-litre V-6 engine, output Ford says would otherwise require a thirstier 6.0-litre V-8.
It provides 15 per cent better fuel economy and is capable of running on ethanol-based E-85 fuel, Engle notes.
"We're really excited about this technology ... which we believe is kind of an innovative solution that offers you the best of both worlds,'' he said, noting EcoBoost will find its way into a number of Ford products.
"It maintains the performance characteristics while significantly improving fuel economy.''
Import brands aren't sitting out the horsepower war either.
Subaru has been offering its world rally-based Impreza WRX STi, with a 305-hp four-cylinder engine, for some time and now Mitsubishi has brought over its 291-hp Lancer Evolution X, the 10th-generation cult car that also has a world rally pedigree.
The previous Evo was kept from Canadian shores because it wouldn't pass the federal bumper standard, spokeswoman Susan Elliott says.
Both cars start above $40,000.
