Lazy
Media: The Hybrid Buyer Stereotype
Thursday,
July 05, 2007
Why
people buy hybrid vehicles? Aren't
all hybrid vehicle buyers gloating, liberal treehuggers?
What's wrong with trying to do something positive?
What's wrong with wanting to end pollution and/or global
warming? What's wrong with wanting to fight terrorism and
foreign oil dependency?
Even more important, what is wrong with being proud of
doing such things?
Over and over, so-called auto analysts, such as Rebecca
Lindland, a Global Insight analyst, claim that
hybrid buyers, "really want
people to know what good people they are." Thus, to
support her claim, Lindland points out that the Toyota
Prius outsells the Camry
hybrid 3 to 1 because its more unique-looking, more of
a message sender.
So, using Lindland's logic, do luxury buyers really want
people to know how rich they are? Do big SUV drivers
without families want people to know how big and powerful
they are? Do sport car drivers want people to know how
fast and cool they are? Inevitably, don't a significant
amount of all automobile purchases stand for something
more than just transportation?
Still, is this assumption regarding hybrid buyers,
particularly Prius buyers, true?
The Toyota Prius was the first production, full hybrid
vehicle. Thus, when some think of a hybrid vehicle, the
Prius is the first to mind. Furthermore, since its been
around the longest, people have more confidence with a
proven brand, especially when dealing with emerging
technologies.
Moreover, the Toyota Prius, according to numerous
automotive tests, is the cleanest, most fuel efficient
vehicle available for average consumers (Yes, the Honda
Civic Natural Gas vehicle is sometimes picked higher, but
its not for average consumers yet). In reality, the Prius
body was designed more for minimal wind resistance than
uniqueness - thus improving fuel economy. Hence, if
someone wants to buy a vehicle that does the most to fight
foreign oil dependency, or global warming, then the Prius
is the top choice.
Is that really gloating, or just function fulfilling need?
If the Camry hybrid was more fuel efficient than the Prius,
I guarantee that the difference between Prius and Camry
hybrid sales wouldn't be so great. More important, if a
base Camry hybrid were the same price as a conventional
Camry, the Camry hybrid might even be selling at the same
rate as the Prius, possibly even higher.
Let's be honest. You can't compare the Prius to another
vehicle the same way you can compare a Camry hybrid to
conventional Camry. A Camry hybrid requires long-term
vision in order to justify its higher cost - something not
easily achieved by many Americans.
Obviously, for some early adopters of hybrid technology,
the uniqueness of the Prius is important, and they do want
to send a message. Yes, I admit it, for some buyers of the
Prius, gloating is important, just as it is for some
Hummer, Mustang and BMW buyers.
Yet, for many other Prius buyers, doing as much about
foreign oil dependency and or global warming, is more
important than the uniqueness of the vehicle. And, believe
it or not, for those whom live in large cities, regularly
stuck in congestion, a Prius simply saves money at the
pump. This fact probably highlights why Southern
California and large urban areas dominate Prius sales.
Unbelievable! A number of Prius buyers are actually buying
the Prius for use in conditions where it functions most
effectively. Now that's real gloating!
To claim that hybrid buyers are superficial do-gooders is
a grossly generalized assumption, as well as an insult to
common sense and intelligence. Most important, however,
the future of hybrid technology will not be dependent upon
uniqueness. That only matters in the short term. In the
long term, it will come down to cost.
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4 Comments:
Not all Prius owners have been coned into the gorebull warming scam. Some just want a car that gets good gas mileage because is saves on the family budget.
Interesting and perhaps logical hypothesis; however, the EPA Green Guide shows the Prius gets over 20mpg better in City (60) than the Camry (40). The Prius may be a Symbol of Commitment to the Green crowd, but there's a legitimate reason for buying it over a Camry, or any other hybrid for that matter.
http://www.epa.gov/
greenvehicles/all-rank-07.htm
Karen-
I don't disagree that there is a reason to buy a Prius over a Camry hybrid if fuel economy or gloating is important.
My point is, today, the Camry is still the best selling vehicle in America. If the Camry hybrid were priced almost the same as the conventional Camry, then the Camry hybrid might be the best selling vehicle in America.
The Prius is an awesome vehicle, but it doesn't work for many Americans.
Best selling car, not vehicle.
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