http://www.wheels.ca/reviews/article...

U.S. Data

Mike Marshall, director of automotive emerging technologies at J.D. Power, said rising gas prices and a heightened effort by consumers to be more environmentally conscious are at the root of the increased interest in hybrids. He said hybrids held up well despite their cost and were the top feature over $500 in which buyers were interested.

By comparison, consumers remain skeptical of clean diesel technology, which can improve fuel economy by 30 per cent over traditional engines but has a lower premium of $1,800. Just 37 per cent said they were interested in the technology, the study said.