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Affordability, Social Values Drive Hybrid Car Sales

Greg Gardner reports on a study that finds that people who buy hybrids and first-generation plug-in electric cars are motivated by social values such as reducing gas consumption, not supporting countries that might be associated with terrorists, or having a modest green impact.

"People are remarkably willing to change if they see some value in doing so," says Daniel Sperling, director of the Institute of Transportation Studies at the University of California, Davis.

Some of Sperling's students studied about 100 people in southern California who have driven early versions of BMW's Mini E and found that recapturing the performance of traditional cars was not a top priority. One-third said being able to drive 100 miles without recharging is good enough and 50% said the 100-mile range meets more than 90% of their driving needs.

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