In my opinion, for a portion of the population, some of the same desires that drove manufacturers to build bigger SUV and trucks, to offer ever higher capacity, power, this or that. It’s all in how you get people to buy the next model. 250hp? now 300, 400, 650 (coming soon to a vett near you). We saw the same thing in the SUVs, which until the 90’s there really weren’t many of. Bigger and bigger, with more stuff - more leather, more cup holders, more folding seats, telescoping mirrors, automatic running boards, whatever, etc, etc.
It’s all driven by the idea that our vehicles ARE expression and extension of our ego and self image. It’s a reflection of self.

Now, studies have shown that life goes on despite rising prices. People complain more, but they don’t stop driving, or doing anything else. We haven’t yet hit a point where people really will change. The media switched to green in the last couple years, and suddenly the hybrid became the next big thing. Not because there was a real need, or people really care about 60 mpg in mass. A few do. But the masses, flock in the direction of society. That’s why everyone got the SUV, then the cross over, and the lattest thing is to slap hybrid emblems on everything. I think Tim, you covered a story on members of the black eyed peas dumping their H2 Hummers because their PR people, or they themselves sensed that the enfatuation with giant SUVs with spinning 24″ wheels wasn’t the cool thing anymore. Overnight, it had become decidedly uncool.
Now everyone wants to appear socially aware, and environmentally concerned. Only because it’s THE thing to do right now. People are sheep.

http://www.greenhybrid.com/compare/mileage/

Marketers also have a responsibility to advertise their products realistically and accurately. But reality is that given the definition of hybrid car technology, pretty much every “hybrid” vehicle out there falls into that category; even the GM full-size trucks. I think the biggest misconception that people have is that hybrid = 60 MPG.

In the case of cars, the sales people also share a great deal of responsibility - but let’s face it, that’s a severely uphill battle.

As a matter of fact I have never understood why people in cities would like to have SUVs. I come from a mid-rural area, where rougher vehicles are needed because of the snow and mud, that makes sense. When I see the same vehicles running on pavement, struggling for large enough parking spots and wasting oil I just can’t understand it. Besides having a smaller, faster sports car is much more fun to drive!

Agreed, consumers are to blame, in part. But some not-very-honest marketing strategies don’t help that much either.