Leave the Prius aside for a moment. Sales of hybrids are up in the U.S. over last year, but a recent survey by JD Power suggests that the number of people interested in the vehicles actually decreased, from 57 percent to 50 percent. What's more, the Prius is the only hybrid that's enjoyed any kind of sales success. National Public Radio found several reasons that interest in the technology is growing tepid, though it may have overlooked the obvious. The extra costs for hybrid cars--often several thousands of dollars--won't be earned back in fuel savings for several years. Car makers have done a pitiful job of marketing their hybrids. People are drawn to the Prius because it's unique in design and it conveys a socially conscious image for its owners, which isn't true for other hybrids. And with dozens of fuel-efficient diesels and even gas-powered vehicles coming to market, there are plenty of good alternatives to hybrids. But NPR failed to note that, as usual, Detroit is a day late and a dollar short. The Saturn Aura Green Line Hybrid, for example, costs $22,695. It's the cheapest hybrid on the market. Yet it uses a "mild hybrid" technology. As a result, it gets only 28 mpg in the city and 35 on the highway. With the fluctuation in gas prices we've seen this summer, there's very little incentive to buy the green version of the Aura.
Sources: BusinessWeek, NPR
