A Psychic Weapon

Asked to elaborate on his firm’s findings that most first-time buyers of hybrid cars do not buy a second one, yet do exhibit increased loyalty to the corporate brand of their first hybrid, R.L. Polk & Co researcher Brad Smith tells Automotive News that offering a hybrid is “a great conquesting tool for brands…a competitive edge when it comes to attracting new customers.”

“Hybrids,” notes Automotive News, “accounted for just 2.4 percent of total U.S. auto sales last year.”

More evidence for the DbC thesis that “alternative fuel” cars are simply loss leaders, an expensive but effective marketing ploy.

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