Consumer Enthusiasm for Hybrids Cools, Diesels Becoming the "It" Vehicle

A new study by J.D. Power and Associates shows that new-vehicle shoppers are becoming more wary about jumping on the hybrid bandwagon. The study finds that half of new-vehicle shoppers say they are considering a hybrid, compared with 57 percent a year ago.

The drop in enthusiasm for hybrids is most notable among the crucial 16-to-25-year-old group. In that segment, 60 percent are considering a hybrid, down from 73 percent in 2006. Power attributes the overall drop to the idea that consumers are becoming "more realistic about the fuel-efficiency capabilities of hybrid vehicles."

However, the new "it" vehicle appears to be anything with a clean diesel. Power pegs consumer consideration for buying a clean diesel at 23 percent. In 2006, only 12 percent of shoppers said they were considering a clean diesel. "On average, considerers (sic) of this powertrain are willing to pay an additional $1,491 for the clean diesel option and expect an average additional fuel economy of 15 mpg," the study noted.

Toyota, Honda, Ford and Nissan have the most models in the top 30 of Power's Automotive Environmental Index. Toyota is the highest ranking nameplate, followed by VW and Honda. The study noted there are only two luxury models in the top 30: the Lexus GS 450h and the RX 400h.