• Brandweek, Thursday, March 6, 2008 12:15 PM

A new study says that luxe car owners are more than twice as likely to downgrade to a hybrid than to a standard non-luxe model. The survey by Acxiom, a marketing services firm, finds that such consumers are willing to make the trade to make a statement about their commitment to the environment.

Hybrids typically cost $6,000 or more than non-hybrid versions of the same models and boast better gas mileage, making them more environmentally friendly. Last year they represented 2.6% of the 351,000 vehicles sold in the U.S., per Power Information Network.

The study also found that hybrid buyers are more interested in science, reading science fiction, music collections and camping than those who are not as likely to buy a hybrid. Hybrid buyers also tend to live on the coasts and are twice as likely to have a household income of $125,000 or more.

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