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.
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.

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Follow David Brancaccio at @DavidBrancaccio