Consumer demand

Consumer demand is the bottom line for plug-in hybrid and electric vehicles. Without it they will not be developed or produced.

Demand for traditionally powered cars certainly exists and despite attempts to encourage alternative options is likely to remain very strong and to grow. Rather than get into the debate about the merits of this, we believe that the demand should be met increasingly by hybrid and then plug-in hybrid and electric cars.

First and foremost consumers need to be aware that such vehicles do and can exist. This requires an extensive public awareness and information campaign.

As part of this, people need to realise that hybrid technology involves no sacrifices and has clear benefits be they driving performance, environmental and financial. Here, government incentives have a role to play.

Second, the vehicles need to be available for people to buy. As it will take at least a few years for manufacturers to gear up to demand, consumers may have to join waiting lists. Although not the best position, the mere existence of pent up demand will stimulate supply.

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