Why pay extra for a hybrid?
Are consumer studies irrelevant?
Numerous consumer surveys suggest that Americans have a strong interest in hybrid and electric cars, and a recent study by Pike suggests the same. According to Pike 64 percent of Americans have a favorable view of hybrid cars, while 57 percent have a favorable view of electric cars.
Unfortunately, auto sales tell an entirely different story.
Obviously, these studies indicate that most consumers think that hybrid and electric cars are a good idea. But buying into this good idea is a whole different animal. Most consumers simply are not willing to pay extra upfront to purchase one of these vehicles, even if it’s cost-effective long term.
Can anything change this?
According to the study, it won’t be something like cap and trade, for instance, a program the far majority of Americans are against. So, if not regulations, what else could inspire consumers to embrace the battery? Apart from decreased costs or much higher energy prices of course.
Perhaps, instead of consumer surveys, researchers such as Pike should be trying devise ways of turning good intentions into good actions? For example, are there new sale’s models, probably akin to leasing, that could significantly increase sales, such as what Better Place has suggested?
Ultimately, years of such surveys have demonstrated that consumers will buy hybrid and electric cars, if the price is right. Sadly, it might be decades before the price is right for most consumers without some sort of out-of-the-box thinking. Inevitably, demonstrating wasted potential, as these studies are beginning to do, is beginning to become a waste of time.