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http://www.cleanmpg.com/photos/data/2/AmericanFlag.jpg Even with the Lincoln MKZ hybrid's price parity, the reality is that its base price is $35,180, still beyond the means of many buyers in today's cash-strapped economy. (http://green.autoblog.com/2010/09/14/ford-vp-you-cant-sell-a-hybrid-in-todays-market/)

http://www.cleanmpg.com/photos/data/500/2011mkzhybrid.jpgEric Loveday - AUTOBLOG (http://green.autoblog.com) - September 19, 2010

On several occasions in the past, Ford Motor Company execs have reiterated the company's stance on electrified vehicles, saying that 25 percent of its global sales in 2020 will come courtesy of vehicles that feature battery power. Even the company's director of global electrification, Nancy Gioia, stood behind this assertion, stating:

We have now embedded electrification...including hybrids, plug-in hybrids and battery-electric vehicles, any vehicle where electricity directly displaces oil or a liquid fuel...This is strategic. This is not just an image vehicle, or an image technology. It's not a science experiment. It is embedded into the fabric of our company, along with other technologies...Long term we see electrification as part of the fuel diversity plan going forward.

Ford's interest in battery-powered vehicles and, more specifically, its hybrid-heavy lineup, indicates that the company believes gas-electric technology is a core part of the brand. This fall, the Lincoln MKZ hybrid will bolster Ford's lineup of gas-electric vehicles and also become the first hybrid that doesn't command a price hike over its gasoline counterpart. With all of this in mind, the words of Ford's vice president of global marketing, Jim Farley, seem quite damning. Farley recently told Automotive News, "You can't sell a hybrid in today's market." Farley's admission even includes the MKZ hybrid, which is odd. Automotive News writer Jamie LaReau recounts the rooftop conversation with Farley that took place during the MKZ's unveiling:... http://green.autoblog.com/2010/09/14/ford-vp-you-cant-sell-a-hybrid-in-todays-market/

I expect to see many of the Lincoln drivers in a hybrid since Lincoln is pricing them the same as a standard engine.

For the people that are able to buy a hybrid and reasonably secure, etc. I predict these people will regret taking a pass the next gas spike.

Maybe if Ford built a "base" hybrid they might sell some more.

Sure, it's hard to sell hybrids now. Gas is cheap, every penny counts ... and most people idiotically base their decisions on the current price of gas even though the average car purchase is kept for 5 years.

It would be one thing if gas were to stay below $3 for five whole years. In fact, if we do hit a double dip recession it will probably drop again. But sometime in the next 1-3 years the global economy is probably going to start to seriously recover. When India, China and the US really start revving up again, gas is going to go through the roof. By the end of the 5 year period I won't be surprised if gas is going for $5, maybe more. I don't think it's unreasonable at all to assume an average price of $4/gal over the next 5 years, and that's figure I assume when I'm car shopping.

Many new automotive refinements are much touted when first introduced: cars sported badges proclaiming "fuel injection" or "overhead cam" maybe 10-15 years back, ubiquitous features now.

I believe a similar transformation is pending for "hybrids": they are something special today, but will soon be commonplace, better integrated, a cheap and mature technology.

Once every car is a hybrid, there should be no special issues selling them.

I wonder how many people opted for cruise control when it became an option. Who got the high end stuff cars came with that weren't "necessary" so to speak? These people definitely exist, and just as these people were willing to pay a little more for that extra people, there are those who are looking to spend more for the hybrid feature.

WriConsult has it dead on- it is all about the price of gas. 2 years ago you couldn't sell a Suburban-new or used- for anything approaching what you "had in it".
Now FSPs sell pretty well.
All about fuel prices. When the economy improves-and 200,000,000 Chinese have cars-gas will become expensive again(maybe $5 or so)and Hybrids will be all the rage again.
Charlie

I wonder how many people opted for cruise control when it became an option. Who got the high end stuff cars came with that weren't "necessary" so to speak? These people definitely exist, and just as these people were willing to pay a little more for that extra people, there are those who are looking to spend more for the hybrid feature.

Ricardo,the sole reason I got the sport version of the FIT was to get the cruise control.

Ricardo,the sole reason I got the sport version of the FIT was to get the cruise control.

Uh-huh.

CC, A/C, AT are my wife's requirements. That's why we couldn't get a base Civic or base Insight II.

And drivers won't regret buying a hybrid, they'll regret living so far from work.

Ricardo,the sole reason I got the sport version of the FIT was to get the cruise control.

Uh-huh.

CC, A/C, AT are my wife's requirements. That's why we couldn't get a base Civic or base Insight II.

And drivers won't regret buying a hybrid, they'll regret living so far from work.

My point exactly :). There are plenty of reason why people will choose a hybrid, and the mileage is only one of them.