July 14, 2009

Mass-Market Appeal Pushes Hybrids Mainstream

by J.P. Gownder, Abe Garon

with Doug Williams, Erik Hood

Executive Summary (This is a document excerpt)

A decade ago, the first mass-market hybrid vehicles were sold to consumers in the US. Since then, the market has enjoyed 10 straight years of growth. Spurred on by a growing green movement and skyrocketing gas prices, hybrids offer consumers a strong value proposition. This is a familiar story for auto manufacturers, but consumer product strategists at other companies who have, will have, or want to have a green product available to consumers can learn a lot by analyzing the successes and failures of the hybrid vehicle market.

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