The paper discusses the diffusion of hybrid technology in vehicles. It is questioned whether the current strong acceptance of the technology especially by US consumers is of sustainable nature. It presents and analyses different variables influencing the diffusion of the technology. Non-financial criteria drive buying decisions significantly. Furthermore, an overview of OEMs' and suppliers' strategies is presented. Most companies integrate hybrid electric vehicles in their technology portfolio. It is concluded that even though hybrid technology can not yet be applied profitably it seems to be a key option to the industry due to its current positive perception in the USA.
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Chanaron et al. (2007) studied this question.