Prius Owners: "I bought the Prius because it makes a statement about me!"

[Lilleput]

The New York Times

July 4, 2007
Say ‘Hybrid’ and Many People Will Hear ‘Prius’
By MICHELINE MAYNARD

A riddle: Why has the Toyota Prius enjoyed such success, with sales of more than 400,000 in the United States, when most other hybrid models struggle to find buyers?

One answer may be that buyers of the Prius want everyone to know they are driving a hybrid.

The Prius, after all, was built from the ground up as a hybrid, and is sold only as a hybrid. By contrast, the main way to tell that a Honda Civic, Ford Escape or Saturn Vue is a hybrid version is a small badge on the trunk or side panel.

The Prius has become, in a sense, the four-wheel equivalent of those popular rubber “issue bracelets” in yellow and other colors — it shows the world that its owner cares.

In fact, more than half of the Prius buyers surveyed this spring by CNW Marketing Research of Bandon, Ore., said the main reason they purchased their car was that “it makes a statement about me.”

Only a third of Prius owners cited that reason just three years ago, according to CNW, which tracks consumer buying trends.

“I really want people to know that I care about the environment,” said Joy Feasley of Philadelphia, owner of a green 2006 Prius. “I like that people stop and ask me how I like my car.”

Mary Gatch of Charleston, S.C., chose the car over a hybrid version of the Toyota Camry after trading in a Lexus sedan.

“I felt like the Camry Hybrid was too subtle for the message I wanted to put out there,” Ms. Gatch said. “I wanted to have the biggest impact that I could, and the Prius puts out a clearer message.”

Unlike the original Prius buyers, who wanted to be first with its innovative technology, the latest owners are far more conscious of foreign oil dependence and global warming, said Doug Coleman, Toyota’s product manager for Prius.

“Consumer knowledge and consumer awareness is changing,” Mr. Coleman said.

Prius sales for the first six months of the year are up 93.7 percent from last year, to 94,503, and Toyota has already sold close to as many Prius cars as it did in all of 2006.

To be sure, many owners are still choosing the Prius for the fuel economy that a hybrid offers — rated at 60 miles a gallon in city driving and 51 on the highway (although those numbers are estimated at 48 miles a gallon for city driving and 45 on the highway for 2008 models under more realistic government-imposed standards). But many are looking for something extra.

“The Prius allowed you to make a green statement with a car for the first time ever,” said Dan Becker, head of the global warming program at the Sierra Club (and yes, a Prius owner).

Not everyone is a fan of the statement. Some postings on Internet car discussion groups occasionally make dismissive references to “Pious Prius owners.”

Prius was first embraced by Hollywood stars and other celebrities and remains in vogue long after most cars have lost their buzz. Owners have included Cameron Diaz, Leonardo DiCaprio, Billy Joel, Bill Maher and Larry David. Mr. David has bought three, including one for his character to drive on his HBO series, “Curb Your Enthusiasm.”

Now Prius drivers are typically found in cities on the East and West Coasts, and in college towns like Ann Arbor, Mich., and State College, Pa.

“You can’t drive across town without seeing half a dozen of them,” said Peter A. Darnell, a software engineer and Prius owner in Westford, Mass., north of Boston.

Mr. Darnell admits to feeling smug this year when gasoline prices spiked above $3 a gallon. But that was not the main reason he bought his car. “I have to admit that I’m a granola-crunching liberal, and I really liked the idea of minimizing the impact on the environment,” Mr. Darnell said.

Corey Confer, general sales manager at Joel Confer Toyota in State College, said he had received calls from as far away as Key West, Fla., from buyers looking for a Prius.

His dealership advertises an $800 discount on each vehicle, while some dealers in the West, where gas prices are highest, are adding $2,000 premiums.

Nationwide, Prius sales jumped sharply in May, when gasoline prices rose above $3 a gallon. Worldwide, Toyota has sold more than one million Prius cars.

Toyota was alarmed to see Prius sales flatten last year, just when it planned to double shipments to the United States. It sold 105,000 in 2006, but is on track to sell 175,000 this year.

Before gas prices hit record levels, Prius sales were climbing, in part because of the first national advertising campaign, as well as rebates, which began in February.

The deals caught Dave Hancock’s eye. “I usually fast-forward past commercials, but I put on the brakes and said, What’s this?” said Mr. Hancock of Rochester.

When he brought home his car, his daughter called from Atlanta to congratulate her parents “for being so environmentally conscious,” said Mr. Hancock, who is retired from the Eastman Kodak Company.

Toyota’s competitors have had little success in approaching the sales level of the Prius, but not for lack of trying.

Honda actually beat Toyota to the hybrid market with its Insight, but it has since discontinued that car. And it is dropping a hybrid version of the Accord, whose gas mileage was not much better than the gas-powered Accord, and carried a higher price.

Honda, which sells a hybrid Civic, said it planned to come back with a new hybrid designed from the ground up as a hybrid, not a converted car. It is already giving sneak peeks to environmentalists like Mr. Becker of the Sierra Club, who drove a prototype brought to Washington by Honda engineers.

General Motors has been promoting the Chevrolet Volt, a concept hybrid that it says it will build once it has developed batteries for it.

In the meantime, G.M. is selling the Saturn Vue, a small sport utility vehicle that is available in “mild hybrid” form, meaning that it has an electric motor that can assist its primary gas engine but the car cannot run on electricity alone. G.M. also plans to introduce a hybrid version of the Saturn Aura car and says it will eventually have 12 hybrid vehicles, although Volt appears to be the only one that would be built specifically as a hybrid.

“We think we’re covering the market well,” said Brian Corbett, a G.M. spokesman.

So does the Ford Motor Company, even though it has pulled back from a commitment to sell 250,000 hybrids a year in the United States by 2010.

In June, Ford officials, including the chief executive, Alan R. Mulally, said the company had more hybrids under development beyond the Ford Escape and Mercury Mariner, both small S.U.V.’s. It has not set a new target for hybrid sales. Escape sales are up 10 percent this year, with Ford expecting to sell 22,000.

Toyota executives have said they plan to offer a hybrid version of everything the company sells worldwide, perhaps as soon as 2010. Japanese press reports say Toyota may even build Prius into a separate brand, with basic and sporty Prius models.

Automotive News reported that Toyota may add a stand-alone hybrid for Lexus, which sells several hybrid cars and S.U.V.’s. Mr. Coleman of Toyota would not discuss specifics, but he said senior management “is very bullish” on hybrids.

Nick Bunkley and Mary M. Chapman contributed reporting.

http://www.nytimes.com/2007/07/04/b...s/04hybrid.html

[thedguy]

Didn't we already know this?

Every time I hear about a Prius owner, I want to out and by a '71 (pre-smog) Buick Riviera. 2-Ton's of 455 cubic inch (7.5 liters) un-environmentally friendly v8 Yank Tank. I would supercharge it, but I fear it may improve efficiency someway

[Blind_Io]

This is my primary complaint about Prius drivers - and I have brought it up many times on the forum.

[No Boss]

To be fair though, a lot of people buy a specific car to "make a statement about themselves". Unfortunately, when it comes to Prius owners that statement is usually that of a certifiable Asstard.

[Blind_Io]

True. It reminds me of Bill Cosby "Himself"
"So I asked him, what is the draw to cocaine? 'Well, it, uh, intensifies your personality' Yes, but what if you're an asshole?"

NoBoss Some people to buy (or customize) cars to make a statement about themselves, other cars simply make a statement without meaning to. Unfortunately, the Prius is the first car that say "I'm a self-righteous sanctimonious asshat."

This raises an interesting question, what is the statement made by different cars? I drive a white Honda Civic Coupe - so what does it say? I would like to think it says "Practical, but not too practical" You drive a Golf GTI - "Practical AND Sporty, but not too much of either"

Minivan - I've given up and I'm not even trying anymore.
SUV - I'm refusing to buy a minivan because that means I've given up.
Offroading SUV - Adventurous, laughs at "luxury" SUVs
Flash sports car - LOOK AT ME!
Subtle sports car - Look at me, but not too much - I have driving to do.
Muscle-Wagon (Magnum with the V8, etc) - Hauling the kids to soccer practice but I really want to do donuts in the parking lot.
Pseuo-Muscle-Wagon (Magnum with the V6) - Hauling the kids to soccer practice, want to be edgy but isn't
Japanese sedan (Camry, Accord) - Practical, safe, comforting (and perhaps boring)

Ok, I'm done for a bit, someone else take over.

[BlaRo]

Leave it to the New York Times to put out a stupendously pointless and blatantly obvious piece on something that's already known by pretty much everybody in the entire nation, a topic that's already been beaten to death by every media outlet in the world, including themselves, but that's not going to stop them from revealing this critical new piece of information like it's the discovery of fusion power or something massively earth-shattering.

The staff at the Grey Lady are clearly still baffled by this strange new invention known as the "self-propelled horseless motor carriage". Next week: Thomas Friedman discovers something known as the Red Flag Act, and how the nefarious empire that is General Motors is in cahoots with the Red Menace and is fluoridating our tap water.

[KaJuN]

Maybe it's just a trend around here but it seems like every other Prius I see is driven by someone who's older than Toyota itself. I guess the new meaner-looking Caddys really are scaring off the old folks.

[No Boss]

Originally Posted by Blind_Io

NoBoss Some people to buy (or customize) cars to make a statement about themselves, other cars simply make a statement without meaning to. Unfortunately, the Prius is the first car that say "I'm a self-righteous sanctimonious asshat."

Well that's what I meant, but I felt the word "Asstard" was more fitting. Nonetheless, we agree.

[Cobol74]

Harsh but fair.

[epp_b]

Ironically, the statement Prius owners are actually making is:

"I'm such a pompous, self-righteous environmentalist nutjob that I'm too stupid to realize the actual facts that a Prius is more harmful to the environment than a Hummer."

[teletubby-warrior]

[American TG Man]

Originally Posted by epp_b

"I'm such a pompous, self-righteous environmentalist nutjob that I'm too stupid to realize the actual facts that a Prius is more harmful to the environment than a Hummer."

I was gonna write that!

[I<3myV8]

Originally Posted by epp_b

Ironically, the statement Prius owners are actually making is:

"I'm such a pompous, self-righteous environmentalist nutjob that I'm too stupid to realize the actual facts that a Prius is more harmful to the environment than a Hummer."

How so?

[Gibby]

Prius Owners: "I bought the Prius because it makes a statement about me!"

Whats that statement? I brought the Prius to make sure everyone knows im a waste of blood and organs.

[TomCat]

This is why I still have some respect for Civic Hybrid owners. At least their cars look like the other 10,000 Civics sold each day.

[amdforever]

Well, that's unfortunate but these people are making some form of positive impact towards the environment (less than advertised, but hey, still positive).

[Punisher Bass]

I hate Prius owners. I swear the next one who gives me a dirty look for driving a Buick is getting my size 14 shoved up their ass sideways. And then I'm turning their car onto it's roof.

[epp_b]

Well, that's unfortunate but these people are making some form of positive impact towards the environment (less than advertised, but hey, still positive).

Maybe you missed my post...because they aren't.

How so?

See above link.

[amdforever]

Originally Posted by epp_b

Maybe you missed my post...because they aren't.


See above link.

Hmmm. Interesting.

[hajj]

Originally Posted by epp_b

Maybe you missed my post...because they aren't.

You are aware that the article you linked is quite populistic and mainly written to bash the Prius? Dust to dust was a markething stunt of the automotive industry and criticizing the production process and the transportation of Nickel batteries is just lame, where do you think the steel and aluminium for american cars comes from? All from the US or Canada...

I do however agree on Prius drivers, most of them are idiots who overestimate they cars.