Columbia ParCars Two New Utility Vehicles Set to Hit the Market

Columbia ParCars Two New Utility Vehicles Set to Hit the Market

MODULAR ENGINEERING + SPECIALIZED TASKS
= NICHE MARKET GROWTH:
Columbia ParCars Two New Utility Vehicles
Set to Hit the Market

by Stephen Metzger PhD,
Managing Director, International Market Solutions
Editorial Advisor, Industrial Utility Vehicle & Mobile Equipment Magazine

 

The rollout of Columbia ParCar’s MVP and Mega electric-powered burden carriers marks the beginning of the Reedsburg, WI company’s accelerated move into the utility vehicle market.  Well-established as Columbia is in the small, task-oriented utility vehicle market arena, the MVP (stands for Multi-Vehicle Platform) and the Mega, a French import, significantly widens the appeal of the company’s product line across traditional industrial vehicular markets.

Modular Design and Engineering: Signature of the Small, Task-Oriented Vehicle Revolution

The key to the two new vehicles is their modular design and engineering, meaning that building off a basic frame and power train, a wide range of specialized elements can be added to meet the needs of specific tasks and work-related needs.  The Mega, for example, can be fitted out with a fully-enclosed cargo box, a conventional and drop-side pick-up bed, and at least two specialized tilting or dumping mechanisms.  The MVP is perhaps even more versatile as the basic motorized platform can be customized exactly to end user specifications.

Modularity is the key to transitioning from one market to another in several areas of the small, task-oriented vehicle industry.  It lies at the heart of, for instance, the transition of golf cars into light duty utility vehicles and variously configured personal use vehicles (purchased by individual consumers).  Manufacturing systems that optimize variation in the assembly of parts, components, and accessories using the basic frame, axels, and suspension translate into cost effectiveness, despite significant niche market customizing.

Similarities and Differences between the MVP and Mega

While there are clear differences between the MVP and Mega, there are some similarities, as well.  One similarity, as already mentioned, is the capacity of both vehicles to be tailored to end-use needs.  Secondly, both are electric power solutions, which clearly fit the trends in market demand. 

Both are outfitted with headlights, taillights, and other features which may allow them to achieve a low-speed vehicle classification (more about this later).  Greater attention has been paid to creature comforts with enclosed cabs and comfortable seating for both vehicles, although the Mega is the more advanced in this regard. 

The differences lie in two areas:  Size and load capacity on the one hand, and intended end-use environments. 

MEGA/MVP COMPARISON: SELECTED SPECIFICATIONS

MVP is Heavy-Duty Oriented

The MVP is a heavier duty vehicle with rated capacity of up to 5,500 lbs., whereas the upper limit rated capacity for the Mega is approximately 1,200 lbs.  The MVP can be configured with two drive axles and with tandem or dual rear axles.  In addition, the MVP is designed to accommodate shifting the position of the rear axle and the vehicle’s battery pack to optimize performance, given specific end use requirements.  Moreover, the load deck can be structured with a standard or low-boy chassis. Thus, it could be argued that the MVP is the more flexible of two highly adaptable utility vehicles.

Scott Breckley, Vice President of Sales and Marketing at Columbia, describes the MVP as a “truly multiple vehicle platform”.  This means, he says, that “…on the same basic conceptual platform we can configure a vast number of different vehicles with different performance specs.”

Breckley points out the list of performance characteristics that can be changed—that is, custom-designed into any particular vehicle—is a long one, including:

• Battery capacity
• Range
• Speed
• Drive ratios
• Gross vehicle weight
• Turning radius
• Load deck size
• Brake configuration
• Towing capacity
• Passenger capacity

Breckley even adds an “etc.” to the end of the list, indicating even more possibilities.

Todd Sauey, Columbia’s CEO, states that the MVP design concept “…implies there are no standard specs, per se.  The MVP can be custom configured to optimize vehicle performance for the tasks for which it is intended.”  “What is our volume equation?” he asks, rhetorically.  “The answer is, one!”

With regard to operating environments, the MVP appears headed toward factory, warehouse and construction sites where serious small vehicle haulage issues arise.  In so doing the MVP is likely to meet competition from such manufacturers as Kohler, Motrec, and Mitsubishi, among others. 

This is an ever expanding market niche where a mainstream pick-up truck (too large) or a light haulage golf car-type modification (to small) are not fitted for the tasks at hand.  The MVP’s price point range of $12,000-$20,000 conforms to the value spread of this niche.  The MVP’s competitive advantages will be an optimized (custom) design, an electric solution that can compete in terms of power and performance against ICEs, and considerably lower operating costs.

Mega:  French Import from Aixam

While the MVP is a significant upgrade in the realm of heavy duty burden carriers, the Mega evolved from an entirely different tradition, that of the European small vehicle.  Historically faced with considerably higher energy costs than those of the United States, European automobile manufacturers have in the post World War II period put considerably more development effort into quite small, fuel-efficient, on-road passenger and utility vehicles.  Recently, these vehicles have been produced with alternative fuel, including full-electric engines.

The Aixam Mega Group is the European leader in advanced lightweight vehicles, and in particular, what are called quadricycles (half-cars in the U.K.).  Quadricycles, even though fully-enclosed, two axle vehicles, do not require a driver’s license in France, and this exemption has recently been extended to the European Union in general. 

According to Aixam company sources, the company produces about 12,000 vehicles annually for markets spanning the European Union.  The company has manufacturing plants in the Rhone-Alpes region of France, at Aix-les-Bains (Savoy) and at Chanas (Isere). The Mega comes in gas, diesel, and electric versions, but Columbia will be initially marketing only the electric version.  Further, while the vehicle is permitted to go much faster in Europe, the Columbia Mega will be restricted to the NHTSA LSV limit of 25 m.p.h.

The basic Mega chassis includes a fully-enclosed cab resting on an all aluminum frame.  As noted, the chassis supports several standard utility configurations, including a fully-enclosed van, a dropside bed, two kinds of dumping beds, and a standard box-type pickup bed.  The Mega is also available as a base vehicle platform for special equipment mounting or vehicle customization. The Mega’s cab and appointments include, among other things, windshield wipers and washers, a digital dashboard display, safety belts, inside and outside rearview mirrors, a three-speed heater with defrost, interior lighting, and pre-wiring for a radio.  These features, which are standard, clearly reflect European development for on-road use.

Ultimately, Columbia plans to manufacture the Mega in the United States, and at some point the company may apply for LSV status for the Mega (and possibly the MVP)—but at present both vehicles will be restricted to on-site, non-public road use.  Sauey notes that the LSV application process is complex, and would, in any event take some time to accomplish. 

Product Rollout Set for Late 2007-Early 2008

Columbia will get things moving shortly with dealer orientations and prepare for the initial product rollout in late 2007 to early 2008.  “We are highly optimistic that these two new products with the great range of configurations they entail, will be well-received by the industrial-utility market,” states Sauey.  He adds, “If we can effectively promote these robust, environmentally-friendly and highly versatile vehicles, which I’m sure we can, I fully expect them to be major contributors to our revenue stream in the months and years to come.”

About the Author:

Stephen Metzger is Managing Director of International Market Solutions (IMS), a management consulting firm, whose prime focus is putting companies into the international market arena on a cost-efficient basis. Mr. Metzger is also Principal of International Competitive Assessments (ICA), the market research arm of IMS, which he founded in 1980. ICA has undertaken extensive market research and consulting assignments covering a broad range of products and markets over the firm’s 25-year history. Mr. Metzger and his staff and associates have produced three ground-breaking studies of small, task-oriented vehicle market in the United States since 2000 and devote most of their efforts to this rapidly emerging area. Mr. Metzger, an economist by background, is, in addition to his full time consulting work, adjunct professor of business and economics at Iona College and Mercy College, both located in Westchester County, New York.