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Comparison of Buyers of Hybrid and Conventional Internal Combustion Engine Automobiles

Two factors are important for assessment of the fuel-saving potential of hybrid vehicles. First is the future market share, which depends on the present status of hybrid vehicles in the technology adoption life cycle. The latter can be assessed by examination of characteristics and preferences of hybrid vehicle buyers. Second is consumer behavior, with the key issue being whether the purchase of a new hybrid vehicle is related to above-trend increases in vehicle size or vehicle ownership. Two groups were surveyed: (a) all buyers of the hybrid car Toyota Prius 2 in Switzerland in the first 9 months after the vehicle entered the market and (b) a control group of buyers of conventional internal combustion engine Toyota Corolla and Avensis. Hybrid car buyers had a significantly higher household income and education level. They rated fuel consumption and technology higher at the expense of other criteria, such as brand preferences and design. It was concluded that hybrid vehicles were still mostly bought by consumers from the early adopter segment of the market and that hybrid technology had not yet entered the majority market. The survey found neither of the two so-called direct-rebound effects that could possibly occur when buying hybrid cars. The surveyed rate of vehicle purchases for which no previously owned vehicle had been replaced was 13.7% for Prius buyers. This rate was comparable to that for the control group and below the simulated 20% limit taken into account in a population with constant vehicle ownership. It was concluded that hybrid vehicle technology might allow for important fuel savings in the future, once it succeeds in entering the majority car market, as no counteracting rebound effects are to be expected.