Hybrid Sales stuck at 2%
According to this wikipedia page, Hybrid electric vehicles in the United States, 2011 sales for this category dropped to 2.37% from a 2009 high of 2.79% in 2009 (back to 2008 numbers which dipped below the 2007 ‘s 2.55% , which was the first to break into 2% of total U.S. sales).
You go Hybrids! Well, hybrid promoters such as hybrid.com will point to Toyota travails as the reason for dragging sales, but even hybrid.com had to face an overall ten percent vehicle sales rise with a decline in hybrid sales: Consumers Favor Trucks Over Hybrids - the reason? well, inventory and exchange rates problems out of Japan… same old, same old…
Overall vehicle sales this month were tilted towards trucks—including crossovers—with pickups doing very well. This suggests that small business owners and other commercial interests see better times ahead and are buying these trucks to prepare for new business, and to replace their aging vehicles. Unfortunately, these segments have very little hybrid content and thus hybrid sales did not get a boost from the trend. In addition, a drop in gas prices—in large part due to poor economic news—reduced demand for higher mileage cars including electrics, hybrids, and diesels.
Let me translate: hybrids cost too much for what they deliver. The larger story is that the hybrids offered today offer less value for dollar spent on similar cars or trucks. Henry Ford’s Model T was a success precisely because of its value – more auto for dollar spent. What does a hybrid offer? Obviously, only 2% of new vehicle consumers think it’s worth the buy.
Here’s my top ten best reasons for buying a hybrid, ranked in order of value:
- HOV exemption
- City-only use
- ??
- ??
- ??
- ??
- ??
- ??
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- Identity
Hybrid sales are driven by that last — there’s no rational reason to purchase one of these cars other than identity. Urban purchasers, who are the most logical consumers of hybrids, do not buy them because they need them to save fuel. They buy them because they can afford them, and I’ll guarantee that less-well off consumers do not reach deeper into their monthly payment for a hybrid when another, smaller, less costly car will do. Hybrid sales are IDENTITY based, and little other, especially now that the HOV exemptions and federal tax credits have expired.
As for my top ten reasons NOT to buy a hybrid, I’d offer:
- HOV exemption halted (oops)
- price (premium paid for hybrid exceeds fuel savings over comparable auto)
- highway use (electric engine negated)
- lame performance
- identity (“Toyota Pious”)
- utility
- long-term expense, especially battery
- cold weather batter degradation
- makes no engine noise at idle (I can actually see this as a problem if you have kids running around your house and street)
- it’s a hybrid
The only possible logical reason to spend the extra money on a hybrid that WON’T BE RETURNED through fuel savings could only be HOV exmptions and personal identity. Auto sales are and always have been about identity, that an unlimited source of consumer devotion, which begs the question as to what, exactly, is the worthy of a hybrid to the identity buyer? Test it Toyota – is the ego worth 25K? 35K? 80K? Where’s the optimal price point for identity based sales?
Now it looks like the hybrid identity is a liability:
Some rivals are downplaying the “hybrid” label. General Motors Co.’s Buick brand will offer battery-boosted versions of its Regal and Lacrosse sedans rated at 36 mpg on the highway. But after hearing from consumers that “hybrid” suggested unwelcome trade-offs in performance, vice president of Buick marketing Tony DiSalle says the company is calling its system “eAssist.”
That from A Road Trip for Fudge Costs a Steep Premium (WSJ Oct 5, 2011), which estimates that even with a reduced price that cuts into Toyota’s margins, the $2700 differences between a hydbrid Camry and a gasoline version doesn’t amortize until some 70,000 miles of use (add interest costs to that original difference and you’re extending it past 100k on the odometer). Whatever, that’s a $25,000 car, and we all know what happens to sticker prices on a real lot. The larger difference is between a Prius and a comparable gasoline car — say, a Corolla. Now we’re talking $10,000 difference in sticker price, and no payback, never ever, on the fuel savings. No wonder Buick and Ford are dumping “hybrid” — not worth it to consumers.
Even if economies of scale lead to lower hybrid prices (and they won’t), the technology still can’t outperform gasoline. All-electric is a farce, and hybrids are but a gimmick with limited legitimacy for urban-only use, so outside government intervention to tax away gas and diesel, hybrids will continue to have but a limited market.
Meanwhile and ongoing, gasoline remains the ever viable option.


The Chrysler “Change”
The Chevy “Hope”