The general market is outpacing minorities in purchasing hybrids, according to a recent study conducted by R. L. Polk and Company. While hybrids represented approximately 2 percent of the total new-vehicle sales in 2008, minorities, which represent African Americans, Asians and Hispanics, purchased 14.1 percent of the hybrids sold in the states in 2008, as opposed to 20.4 percent of gas-powered vehicles, which exclude diesels.
As we all know, hybrids typically cost more than non-hybrids. Moreover, consumers who have yet to embrace the green movement of buying hybrids, specifically in light of the affordable gas prices, are finding other alternatives. And as the government pushes the automakers to build more fuel efficient vehicles, minorities will likely embrace hybrids, if they become more affordable and when automakers conduct grassroot community oriented educational campaigns, explaining the technology.
So far research indicates almost 48 percent of hybrid owners had a household income above $100,000 compared to 35.2 percent for non-hybrid owners. With minorities expected to be the majority population in the near future, according to the Census, automakers must do a better job of connecting with these sub groups, if they expect to push fuel efficiency.
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