The 2007 Alternative Powertrain Study SM, a recent study by JD Power and Associates released last month, reveals that consumer clamor for hybrids is declining as buyers are now being more realistic with regard to actual fuel efficiency. Only half of new-car buyers surveyed are now considering hybrid as opposed to 57% from last year.

While a general decline can be observed across all age groups, in particular younger vehicle shoppers, those 16 to 25 years old, appear less interested in the powertrain technology, with 60 percent considering a hybrid in 2007, down from 73 percent in 2006. The average additional price hybrid considerers are willing to pay for this powertrain is $2,396, with the expectation of receiving an improvement of 18.5 miles per gallon (MPG) over a traditional vehicle of similar size.

Oil price is indeed a major factor that influences buyers nowadays. Many aren’t too keen on spending money on gas-guzzling SUVs and muscle cars since the notion is that they will be spending a lot more on gasoline. The more or less 30+ MPG number pegged by hybrids is indeed a better deal than most of the powertrain models out there. It’s still a significant increase in MPGs even if one opts for an engine with a smaller displacement (say a 1.3) in powertrains.

Still, it’s a question whether paying the added $6000+/- is a good investment. Toyota’s Corolla LE’s MSRP is $15,615 compared to the Prius’ $22,175 MSRP. A wise consumer will still look into options, his purpose for buying and forecast his use before deciding to shell out that six grand. More often than not, price will be a large factor for consumers over eco-friendly advocacies.

Toyota Prius is still top of the hybrid food chain in the US. The top ten includes five Japanese-made cars (Toyota and Honda makes) rounded up by Ford, Lexus, Mercury and Saturn makes.

Photo Credit: Toyota Prius