The paper discusses the diffusion of hybrid technology in vehicles.
It is questioned whether the current strong acceptance of the technology
especially by US consumers is of sustainable nature. It presents and analyses
different variables influencing the diffusion of the technology. Non-financial
criteria drive buying decisions significantly. Furthermore, an overview of
OEMs’ and suppliers’ strategies is presented. Most companies integrate hybrid
electric vehicles in their technology portfolio. It is concluded that even though
hybrid technology can not yet be applied profitably it seems to be a key option
to the industry due to its current positive perception in the USA.