Hybrid car buyers aren't the most loyal

Toyota Prius hybrid model cars for sale at a Toyota dealer in Hollywood, California on February 24, 2011. According to a new study, many hybrid car owners don't go for a hybrid the second time around. Prius out performs other hybrid vehicles in terms of consumer loyalty, however.

Hybrid cars seem to target a specific kind of consumer -- environmentally conscious, and in theory, loyal.

But a new study out seems to refute that assumption. According to a recent Polk study, two-thirds of hybrid buyers in America don't buy another hybrid after their first one.

Here to talk with in today's Mid-day Extra us is Brad Smith, director of loyalty management practice at Polk, who conducted the study.

About the author

David Brancaccio is the host of Marketplace Morning Report. Follow David on Twitter @DavidBrancaccio

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