Nearly one in four car owners are more interested in purchasing a hybrid vehicle compared to the same time last year, according to newly released data from market research firm Harris Interactive.
Overall one in three car owners say they have interest in purchasing a hybrid vehicle, though 59 percent of consumers say they will likely choose a vehicle with a traditional combustion engine for their next purchase.
Roughly one in four consumers say they'll consider a hybrid gas or electric vehicle; 11 percent say they'll think about a diesel-powered automobile and nine percent say an all-electric vehicle remains an option.
Harris polled 2,634 adults between May 7 and May 16.
Those in the "Echo Boomers" generation — defined in the poll as ages 18 through 35 — are most likely to choose an alternative fuel vehicle, while those 50 and older showed minimal comparative interest.
"This survey shows that automakers are starting to win over consumer confidence in hybrid vehicles, especially with younger drivers," said Mike Chadsey, vice president and automotive solutions consultant for Harris.
"While this appears to be driven in large part by personal economic needs to reduce fuel expenses, automakers seem to be making a strong case for the performance and reliability of hybrid vehicles compared to traditional options."
About 55 percent of consumers say the top reason they are interested in alternative fuel vehicles is to save on fuel costs; 26 percent say their interest is tied to environmental concerns. Only 16 percent said they would consider an alternative fuel vehicle to reduce America's dependency on foreign oil.
Domestic auto manufacturers are altering strategies to meet growing demand for alternative fuel vehicles.
Ford Motor Co. is introducing its C-MAX Hybrid and C-MAX Energi plug-in hybrid, plus three other electrified vehicles this fall.
Though compressed natural gas — a cheaper and more environmentally friendly alternative fuel — was not included in the study, Chrysler Group LLC and General Motors Co. are offering "bi-fueled" trucks that run on either CNG or gasoline.
But some alternative fuel vehicle sales have fallen recently.
Ford sold 10,648 hybrids in the first seven months of the year, below the pace in 2011 when it sold 27,100.
Sales of the electric Nissan Motor Co. Leaf have fallen 26 percent this year.
Sales of GM's Chevrolet Volt, however, are up 270 percent for the year.
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