Our Hearts maybe Green, But Our Belly’s are Still Yella’
J.D. Powers and Associates reported a few months ago (based on responses from 44,931principal drivers of new cars and trucks):
“While Many New-Vehicle Buyers Express Concern for the Environment, Few are Willing to Pay More for An Environmentally Friendly Vehicle.”

The survey shows that only 1 in 10 of folks interested in doing their part for the environment were actually willing to put their money where their mouth was and splurge on buying a hybrid. Of these 1 in 10, the majority of them were highly educated women with high income levels and fell in the median age range of 50 years old.
Men are still a bit down on the whole hybrid idea. Perhaps it is the non-sports appeal that many of the current models exude, or perhaps it is because they do not have a 400 horsepower muscle car variety with a loud grumble yet available.
Beyond the hybrid scene, while many of these folks were not willing to spend the extra $5,000, most of them were in fact likely to purchase a fuel economical compact sized vehicle. Most of them in fact already had a fairly economical vehicle… just not a hybrid.
With the slow sales of SUV’s the past few months (some dealerships claim they can hardly give these things away), many of the manufacturers have turned to hybrid technology to once again hopefully pick up the consumer market on those once popular lumbering family haulers. So far it looks like consumers are turning to smaller gasoline compacts.
Of all the attention the hybrid market is getting these days it is still a surprise to find that the actual market itself is only about 2.3 percent of new cars sold. But this is almost certain to rise over the course of the years a gas buyers begin to realize that they are probably never going to see the likes of the upper $2 range per gallon ever again in their lifetime.




