Auto makers that don't make a profit aren't auto makers for very long. I think all the noise that they're selling these cars at a loss is propoganda designed to make the buyer feel like they're getting steal at $3000 over MSRP. My Honda salesperson told me the 2003 Civic Hybrid costs something like $40,000 to make - what a bargain I was getting at $21,000! Yeah, right.

Honda, Ford and Toyota aren't in this to make themselves feel good. They're in it to make money. They've had six years since the introduction of the Insight, and close to that with the Prius I. They've had enough time now to know if they can make these cars and make money. If it was truly unprofitable, they would have abandoned it years ago. At the very worst, they're breaking even but see such an upside in the future they'll stay the course.

*** Retired after 65,000 outstanding miles ***