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Christopher Bruce2012-04-10 16:21:32

First Time Hybrid Buyers Tend Not to Buy a Second, According to Study

According to Polk, Toyota might have a problem selling its $32,000 Prius Plug-In

The rate at which hybrid car drivers buy another hybrid is 22% in North America according to a study by Polk. Polk has been keeping track of this statistic since 2008. At the time, the 35.2% of hybrid drivers bought another hybrid. The figure was 39.6% in 2009, 38.9% in 2010 and 35% in 2011. The question that this study raises is why North American hybrid buyers are unwilling to buy another hybrid when gas prices have been progressively rising. 

The one outlier in this statistic is the Toyota Prius. Prius drivers are 60% likely to buy another Toyota and 41% likely to buy another Prius.

Honda is among the worst with less than 20% willing to buy another hybrid from the brand after having already bought one. 

Hybrids are continually losing market share in the US. Currently, 2.4% of new cars sold in the US are hybrids, compared to 2.9% in 2008. Polk hypothesizes that the reasons that hybrids are losing market share is due to the increasing economy of cheaper, conventional engines. In the same time, average fuel economy in the US has increased. Buyers do not see the need to pay the premium for a hybrid when they can get nearly as good fuel economy for less money. 

Source: Automotive News




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