If you factor out the high-loyalty Toyota Prius, hybrid loyalty drops to 25%. Industry researcher R.L. Polk says hybrid nameplates have more than doubled since 2007 but only about a third of hybrid owners bought another when returning to market in 2011. A higher percentage of hybrid owners, 60% for Toyota and 52% for Honda, stayed within the brand when shopping for their next car. Hybrids are just 2.4% of the new-car market, down from 2.9% in 2008.