More than one-third (36%) of new-vehicle shop­pers avoid alter­na­tive pow­er­train vehicles—hybrid, plug-in hybrid or elec­tric vehi­cles, says J.D. Power report.

Find out what fac­tors influ­ence poten­tial car buyers.

More than one-third (36%) of new-vehicle shop­pers avoid alter­na­tive pow­er­train vehicles—hybrid, plug-in hybrid or elec­tric vehicles—mainly because of cost/price, accord­ing to our 2013 Avoider Study, which is based on responses from nearly 31,000 new-vehicle own­ers who reg­is­tered their new car or light truck in May 2012.

The second-highest per­cent­age of own­ers (25%) who avoid con­sid­er­ing an alter­na­tive vehi­cle cite exte­rior styling more than other reasons.

Our study also finds that even when con­sid­er­ing a hybrid or EV, 36% of shop­pers cite price/payment as the pri­mary rea­son to reject the vehi­cle as a pur­chase option.