|The top 10 metro markets for hybrids in 2007. Click to enlarge.|
Nationwide registrations for new hybrid vehicles rose to 350,289 registrations in 2007—a 38% increase from 2006, according to R. L. Polk & Co. The Toyota Prius continued to lead the segment with 179,178 total new registrations—51.2% of hybrid market share.
Polk’s analysis shows that buyers of specific hybrid models predominantly come from the vehicle segment shared by their new hybrid purchase. In 2007, 55% of new hybrid buyers previously had a midsize car, midsize SUV or small car model. These vehicle segments represent the majority of the volume in the hybrid category and indicate consumers may be predisposed to a body style first before choosing a hybrid model, according to Polk.
In cases such as the Lexus LS600h, more than half of these buyers came from the prestige luxury segment. In the case of Honda Civic hybrid buyers, nearly 30 percent already had a small car in their driveway. There’s a strong relationship between the vehicle previously owned and the segment they may buy when selecting a hybrid.—Lonnie Miller, director of Industry Analysis at Polk
For manufacturers’ marketing departments, these findings mean they may be able to repurpose some of the brand research and customer studies for non-hybrid models when creating new hybrid offerings or hybrid marketing campaigns.
Geographic trends for the segment remain largely unchanged in 2007, with California continuing to hold 26% of hybrid market share followed by Florida, New York, Texas and Washington. For the second year in a row, Oklahoma had the greatest increase, up nearly 148%. Similarly, Los Angeles and San Francisco led cities nationwide combined with more than 19% of the segment’s market share.
|R. L. Polk Top 10 Hybrid States (2007 Calendar Year)|
|Rank||State||Total New Hybrid Reg||Share of US Hybrid Vol. (%)||Vol. Increase from 2006 (%)|
|R. L. Polk Top 10 Hybrid Metro Markets (2007 Calendar Year)|
|Rank||Market||Total New Hybrid Reg||Share of US Hybrid Vol. (%)||Vol. Increase from 2006 (%)|