I understand your motivation and I would guess that you are right that religion - and many other usually ignored factors - played a role in decisions to get a hybrid.

But suppose I am trying to make and sell a particular model - say a hybrid. Might it be reasonable to promote it in some religious-oriented media?

One of the problems in trying to determine an "average demographic" is that it could be that no one is average. The resulting picture could be quite misleading. I suspect that this is true of hybrid drivers.

'06 FEH 2WD "Sainte Marie"

I am a cheapo, a bottom feeder if you will. I am firmly in the camp that autos are tools. I will always opt for a slightly worn well kept vehicle that is reliable and easy to keep... like cutoff jeans. OTOH at the present time hybrid technology is the cutting edge and I prefer the view from the front than from the rear ( that view never changes ).

Value is important, I would have purchased a well used Prius if one was available at the right price. But more important than price, the vehicle had to be a certain size inside with all the driving I do; it had to have all the safety features; and it had to handle at least as well as my last 4 Camry's.

Finally, for me, the hybrids are the right 'vehicle' at the moment to move the public to consume less fossil fuel.

The full study can be found here.

http://www.its.ucdavis.edu/publicati...S-RR-05-08.pdf

It has been said:
Hybrid drivers come in 3 flavors, greenie, techie and cheapie. Pick any 2.
2005 Prius, Melinium Silver over gray, package 5 (AI)

I just read the study. I found it interesting that "payback period" did not seem to be a major consideration for those deciding to get hybrids. Fuel economy was in there, but not to the extent that I had anticipated. (And the interviews for this study were apparently done some time ago. The lead paragraph indicates that there are several HEV's, but the interior text implies that the FEH is too new to include and interviews only households having Insights, HCH's, and Prii.)

I also was not surprised that most people expressed themselves by their purchase of a hybrid. After all, isn't that what everyone does with every car purchase they make (resources permitting)? I was most sympathetic to those who wanted to send a message to the manufacturers that the market was there for the HEV's. But as I told a neighbor who thought I was trying to send a message to others - Yes, but primarily I am sending a message to myself.

'06 FEH 2WD "Sainte Marie"

What I'm saying is that in 2004 I could have bought a CIVIC SI with leather seats and a moonroof and a nicer stereo for $18,600 -- or a HCH for $18,600. Compared to a DX or LX civic, there was a difference in price, sure.

But why was the choice to buy a hybrid an "investment" but the choice to go with the moonroof and faster engine wouldn't come close to being discussed as an "investment." ???

It's intellectually dishonest to treat hybrids as if they necessarily need to pay for themselves to justify their existence when everyone fails to ask if the SI needs to do the same.

You know, no one gets a moon roof or NAV and questions whether it will pay for itself. In my opinion, cars and anything you put on them, are never an "investment". Cars do one thing - depreciate. If I were selling stock that in 5 years would be guaranteed worth half the price, no one would consider that any kind of "investment".

For me it was simple. The difference between an LX and the Hybrid amounted to $35.00 a month in the payment. From the car I was driving (Infiniti G20), I would cut my gas consumption in half (4 tanks / month to 2), saving $40-50 per month in gas. So worst case for the period of the loan I still came out ahead. After the car was paid off, it's all savings. Now those savings were not a true comparison betwen the LX and the Hybrid, but from the G20, which isn't the absolute correct comparison to make. But you know, I didn't really care. This was never really about splitting hairs over whether I saved 10, 20 or $30 a month, or whether it would take X years to "break even". I knew I'd own the car a long time. I knew that over that time I'd save thousands in gas (and I have). Aside from that, I wanted to endorse the technology, reduce dependence on gas, and drive something with less environmental impact. So long as a hybrid or EV is available in the type of vehicle I need, I can't see myself ever owning a 'regular' vehicle again.

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

I mentioned one day to a friend that I wanted to get a new car (my old one was a '93 Dodge Intrepid), and I wanted a small car that could hold my family of five. She told me about her 2003 Honda Civic Hybrid and suggested I test drive one. I looked at several vehicles in the $20K - $30K range and picked out a 2005 HCH. The price was right; there wasn't a single Toyota Prius in the area. I like the good gas mileage and quietness. I'm helping with the environment too.