JD Power: Hybrids lead alt power demands

Consumers want automakers to invest in hybrid technology

JDPower has just released its latest Alternative Power Train study, which finds that when it comes to green technology, hybrid cars are grabbing the majority of consumer mindshare.

With 80 percent of consumers believing America is facing an energy crisis, 62 percent of consumers are now interested in hybrid vehicles versus 50 percent last year, as interest in both flex fuel and diesel vehicles has declined. Additionally, the majority of consumers don't want automakers to address fuel economy by only producing small cars. Instead, they would like to see current lineups upgraded with new technologies, especially hybrid power trains.

Regarding the study, MotorTrend is asking will consumers pay extra for these technologies, using my favorite acronym, TINSTAFL. Obviously, there are extra costs for hybrid technology, but it seems consumers believe that scales of economies would reduce these extra costs if automakers fully embraced hybrid technology.

Is that fair, or should consumers expect to share more of hybrid conversion costs?