The market environment seems to be improving steadily for hybrid vehicles. Due to the promotional efforts by the carmakers, and the positive coverage resulting from the antipollution benefits of these cars, media attention has continued to escalate. Celebrities driving $20,000 hybrid cars (who could easily afford cars 10 times that price ) add to the prestige and perhaps overcome some of the initial negative perceptions. Furthermore, the U.S. government has offered a one-time $2,000 federal tax deduction on hybrid cars as an incentive to purchase. ADD to this the unrest in the oil-producing Middle Eastern countries and it is clear why the many Americans to minimize dependence on foreign oil, and it is clear why the market was primed for a steady growth period. In fact, Honda spent only about a half million dollars on the rollout of the Civic Hybrid; Honda executives see little reason to promote heavily given the strong sales growth with relatively small promotional expenditures.