According to J.D. Power and Associates 2008 U.S. Automotive Emerging Technologies Study, high-prices for hybrid cars aren’t hurting consumer’s interest in going green. U.S. consumers continue to show their interest in hybrid vehicles despite the premium they may have to pay rather than purchasing a gasoline powered vehicle.
“High consumer interest in hybrid-electric powertrain technology may be reflective of not only rising gas prices, but also a heightened effort among consumers to be more environmentally conscious,” said Mike Marshall, director of automotive emerging technologies at J.D. Power and Associates.
Consumers continue to show less interest in clean-diesel technology mainly because they are unaware of the technology. According to Marshall “many consumers cannot differentiate between clean diesel and traditional diesel fuel “” which in the past had a negative connotation with unpleasant vehicle emissions.”
The study showed that before the price of a hybrid vehicle is released, 72 percent of consumers said they are “definitely/probably” interested in purchasing a hybrid for their next new car. In the 2005 study, 58 percent of consumers said they were interested in hybrids.