Are Hybrids All That?

While a hybrid car may save its owner a few hundred dollars a year in gas, it costs five to ten thousand dollars more than a conventional vehicle. Is it worth it? The owner may never recoup any savings, says Edwin Stafford, Utah State University marketing researcher, but consumers rarely purchase cars on fuel economy alone. The status gained from being among the first to drive a socially conscious vehicle is a key buying factor, he says.