tl;dr: U.S. hybrid vehicle sales were up 61% in 2012. It’s unclear why.
Riddle me this: Why did U.S. hybrid sales take off last year?
Prior to 2012, hybrids looked like something between a fad and a niche. Sales peaked in absolute terms way back in 2007 and hybrid market share maxed out in 2009. Despite rising gasoline prices, it seemed that Americans cared neither about getting 50 miles per gallon or the environmental benefits thereof.
Then last year happened.
Hybrid sales rose 61% to 434,498 cars in 2012 – the biggest absolute increase ever and the biggest percentage gain in seven years. Hybrids accounted for 3.0% of new vehicles sold, up 42% from 2011.
The big question: Why?
It wasn’t new choices. While nine new hybrid models were introduced in the States in 2012 (of a total 44 available), they accounted for only 9,708 hybrids sold (2.2%) – and the Prius took half the market like it has since 2009.
It wasn’t a price drop. Prius sticker prices fell $2,500 last year (about 11%) as Toyota restocked post-Fukushima, but prices of conventional non-hybrid cars from Japan dropped too.
It wasn’t higher gas prices. Retail gasoline prices were nearly flat from 2011 to 2012. (And if the gas price determined sales, hybrids should have peaked in 2008 and plummeted the year after; neither one happened.)
It wasn’t an improving economy. Real GDP growth was 2.2% in 2012 and 2.8% in 2010. Yet hybrid market share blew up in 2012 and shrank in 2010.
It wasn’t more driving. In fact, annual vehicle miles traveled per person fell slightly in 2012, extending a trend that started in 2004. “Peak car,” anyone?
None of these things correlate and it makes no sense! Any ideas?