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Consumers Taking "Wait and See" Attitude on Hybrids

July 12, 2005
Results of a Polk Center for Automotive Studies survey indicate consumers may not yet be "sold" on the additional costs associated with hybrid technology.

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Sixty-one percent of those who never owned a hybrid vehicle indicate that the cost to buy this type of vehicle could be a deterrent to them. Nearly 30 percent of respondents believe benefits they would receive from this type of vehicle would not justify the extra investment.

The survey also found that nearly two-thirds of participants do not agree that hybrid vehicles are a fad.

The automakers offering hybrid vehicles today appear to have made their offerings effectively known to consumers. When asked to identify which manufacturers people believe currently sell a hybrid car or truck in the U.S., Honda, Toyota and Ford were the three top companies mentioned.

Of those answering, Honda received almost 58 percent recognition, while Toyota received 46 percent of the mentions, followed by Ford receiving 27 percent.

The survey included the responses of 307 participants 21 and older from across the U.S. The Polk Center for Automotive Studies provides analyses and insight based on national or local public opinion polling.

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