Numerous articles in the mainstream media and the automotive press have noted
that buyers of hybrids do not make the extra cost of their vehicles back through gas
savings. These articles contended that hybrid vehicles cost $2,000 to $3,000 more than
vehicles of similar size and power. Our small group of hybrid vehicle buyers confessed
they had never thought of or calculated a payback when they bought their hybrid. In fact,
these people surprised us with how little attention they paid to fuel costs. They did pay
a lot of attention to fuel economy. Drivers of hybrids confessed that they watched their
fuel economy gauges compulsively. But none kept track of costs. They liked how much
better their car’s MPG was than other cars, and their gauges made them feel good