When Will We See a Huge Penetration of Eco-Friendly Vehicles?

My friend Jon LeSage, senior journalist in the green vehicle space, writes:  In this year of declining plug-in and hybrid sales (and small cars losing share to pickups and SUVs), there’s been a lot of interest in exploring ways to reach consumers.  A special report released last week by research firm Shelton Group delved into what’s working in reaching consumers with an interest in green products – marketing buzzwords that are effective with consumers. It’s been interesting to view the study’s findings, and to have first-hand experience with how market research firms are structuring their studies for automaker clients.

I wouldn’t overthink this.  When it comes to making choices that surround major purchases, few American consumers will sacrifice their own personal interests for the good of the environment.  Gas prices are low, many fuel-efficient cars seem tinny and cheap, and EVs are expensive and inconvenient, as they provide a limited range.  Some people care enough about the environment that they will forgo some of their personal comforts for the sake of the world around them.  Most of them won’t.

Of course, what happens when we’re able to level the playing field by forcing the users of gasoline and diesel to pay its full costs?  What if the subsidies we pay to the oil companies were removed, and additional incentives were provided to truly clean transportation solutions?  Then we’d have something to talk about.  Until then, this is something of a yawn.