True story about hybrids: Polk says most hybrid buyers don’t buy another one

The debate on whether or not buying a hybrid is worth the cost is never-ending. A new study by RL Polk states that about two-thirds of U.S. hybrid buyers returned to the market in 2011 to chose something besides another hybrid.

Putting owners of the best-selling Toyota Prius hybrid aside, the repurchase rate among hybrid buyers dropped 22 percent last year. In the beginning of 2008, the loyalty rate for hybrids ranged between 26.4 percent in the second quarter and 41.8 percent in the second quarter of 2009. In the fourth quarter of 2011, the rate was 40.1 percent while the total for 2011 came in at 35 percent.

So is it all bad new for those automakers that invested heavily in hybrid technology? Not really. Brad Smith, director of Polk’s loyalty management practice, says that hybrids have attracted new buyers to brands and the move has helped automakers keep customers loyal to the brand overall.

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“It’s a great conquesting tool for brands,” Smith said in an interview with Automotive News.

Polk said that in 2011, 60 percent of Prius owners bough another Toyota brand. For Honda hybrid owners, 62 percent of  returned to the brand to buy another Honda.


– By: Omar Rana

Source: AutoNews

5 thoughts on “True story about hybrids: Polk says most hybrid buyers don’t buy another one

  • April 9, 2012 at 5:28 pm

    they never get the ads fuel economy, there r small, etc, people r start 2 learn, the best 2 me r the gm mild hybrid, wish they were on big engines options

  • April 9, 2012 at 11:02 pm

    I would not make the mistake of buying one in the first place 🙂

  • April 9, 2012 at 11:30 pm

    Until the battery packs and motors are free under a lifetime warranty, then these will never save money in the long-term. Look at a battery pack out of warranty, and that diesel option looks sweet. 

  • April 14, 2012 at 2:20 am

    You need to do research  before commenting. Ever the Prius has been out, 1997, Toyota has never had to replace a battery pack due to failure. Not one. They have a 10 year or 100K warranty.

  • April 14, 2012 at 4:05 am

    I’ve had friends that also have to pay replace their batteries too on their hybrids. That’s not a small cost lol, batteries and motors wear out. You need to quit trolling for haters at 2 A.M. too.

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