Hybrid buyers driven by "financial rewards"?

Hybrid sales all about the money?

I often argue that it shouldn't be surprising that hybrid vehicle buyers represent a minority of automobile consumers. Hybrid cars are still just an emerging technology. Not until lithium has survived a generation or two as the battery of choice for hybrid makers will hybrid vehicles truly become mainstream. Until then, hybrid buyers are still 'early adopters'.

That term, however, is not the correct description of hybrid buyers according to Topline Strategy Group. Topline claims that hybrid car buyers do not fit the classic description of technology early adopters. Instead, the majority of hybrid buyers buy hybrids because for "73 percent of purchasers, there were clear financial rewards for purchasing a hybrid over other alternatives." (more)

Whatever. I say hybrid buyers are still early adopters.