No. In the end, people will go where the value is. If Ford can offer a pickup truck that offers the same utility, power, and convenience but in hybrid form that gets 30% better mileage, then people will buy it if the gas savings over a reasonable period of time pay back the increased cost of the vehicle.
The reason hybrids haven’t entered the general market is that this equation still does not favor the hybrid. When you factor a purchase cost maybe $5,000 higher, plus the need to replace the battery in 8-10 years perhaps and the unknown reliability of hybrid technology, it just doesn’t make financial sense. So the people who buy hybrids now are those who gain added value just from the notion that they’re doing something for the environment. They’re the early adopters.
But if you bring out a subsidy that’s calculated to push the value curve even slightly in favor of the hybrid, you can create a mass movement towards them.
The thing is, the market is pretty good at pricing things. If people aren’t buying hybrids, there could be a good reason for it. Maybe the risk premium is reasonable, and if we push people into hybrids we’ll find that we just made a huge maintenance nightmare when systems start to fail prematurely. Or perhaps the subsidy actually causes people to go, "You know, I really wanted a Hummer, but that 12mpg sure scared me. But now with the new hybrid Hummer that gets 18, along with that tax incentive, I’m finally going to move up from my F-150 (that gets 22).
So it’s hard to predict how this subsidy will actually play out, and whether the law of unintended consequences might have something to say about it.
Actually, the SUV trend took off in earnest during a period of historically low prices, and now that gas prices are high SUV sales are taking a real nose dive.
That’s because SUVs offer people utility they can’t get in small cars. We have a small car and a mid-size SUV, and the SUV just has WAY more utility. It can carry people better, I can load it with tools or take the lawnmower in for service with it or haul a new TV home. The kid’s bike fits inside, which is great for trips to see Grandma. If we go skiing, we can actually load the skis inside the vehicle with all our luggage and still have room for four people. It never gets stuck, and if I have to go off-road for any reason, I can.
That’s why people buy SUVs, not because they are evil monsters who like threatening people on roads with their behemoths while raping the environment. If you want to get them out of their SUVs, just give them a better alternative. A hybrid SUV is a pretty good alternative.