HYBRID REGISTRATIONS UP AGAIN

SEMA eNews, Vol. 10, No. 10 – March 7, 2007

HYBRID REGISTRATIONS UP AGAIN
New data shows where more consumers are driving their hybrids; some specialty-equipment companies now tuning hybrids for performance.

According to R. L. Polk & Co., nationwide registrations for new hybrid vehicles rose to 254,545 in 2006—a 28% increase from 2005. The increase is the second-lowest year-over-year increase since 2000.

California continues to lead the nation in hybrid-vehicle registrations. Los Angeles, San Francisco and San Diego contribute to the state's leadership with more registrations than any other metropolitan market, combining for 22.3% of all hybrid registrations.



Overall, the hybrid category reflects just over 1.5% of all new-vehicle registrations in the United States. For the third year in a row, Toyota Prius led the segment with 42.8% of new registrations.

"The Prius continues to set the pace for this category. However, with several models debuting over the next two years, and many in the works for the near future, Toyota market share will be challenged. We will see if it can maintain its foothold at the top," said Lonnie Miller, director of Industry Analysis for R. L. Polk & Co. Following the Toyota Prius, the Toyota Highlander was the second most registered hybrid model, taking 12.5% of the category, followed by the Honda Civic with 12.3% of all new-hybrid registrations. Combined, Toyota and Lexus had more than 75% of all new hybrid registrations in 2006.

In mid-2006, the Polk Center for Automotive Studies conducted a poll of more than 700 consumers regarding their hybrid viewpoints. More than half of respondents strongly or somewhat believe every vehicle sold today should have a hybrid version offered. Similarly, nearly 50% of participants support paying for fuel-efficient technology now so later generations can benefit.

"It can be challenging to get consumers to think long-term with their vehicle purchases, but these results are encouraging," said Miller. "The fact that many Americans are familiar with and interested in fuel-efficient technology on a base level is influential to the industry."

Toyota displayed one of its customized hybrids, a Highlander Hybrid, at the 2006 SEMA Show. The Highlander was built-up with a customized BorgWarner turbocharger system.



Toyota manufactures several performance and styling upgrades via its Toyota Racing Development arm, so consumers have the option of accessorizing newly purchased Highlanders straight from the dealerships.

Although the SEMA Show is trade-only, the immense media coverage of the Show most likely garnered attention of the raced-out hybrids, thus increasing hybrid awareness.

Sources: “Hybrid Vehicle Registration Growth-Rate Slows in 2006,†R. L. Polk & Co./SEMA Research and Information Center

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