Monday, November 1, 2010

Sticker Price More Important than Range Anxiety

Companies that want to sell electric vehicles and plug-in hybrids spend a lot of time talking about how they can diminish range anxiety with lots of numbers on miles driven per charge. Most likely, they're focusing on the wrong number, says Dave Guilford, enterprise editor at Automotive News. "As important as driving range may be, the key number in consumers' minds will be the one in the lower right corner of the price sticker," he wrote.

The price premiums for various forms of electric and hybrid vehicles are likely to turn off car shoppers, according to a new study by JD Power and Associates. Sellers of hybrid electric vehicles have known this for several years - Why is this hybrid $5,000 or $10,000 more than this comparable model sitting nearby in the dealer lot? What's in it for me? Questions like are common for dealers. Coming up with answers ahead of time will be critical for selling them.

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