In 2013 J.D. Power and Associates conducted a study to determine what factors influence Americans when purchasing vehicles. According to the report, the primary reason why shoppers avoid hybrids and electric vehicles is cost/price. Furthermore, gas mileage is the most influential factor in the decision process, and has been since a rise in gas prices in 2008.
One of the less important factors that Americans consider is reliability, with only 17% of new vehicle shoppers avoiding models with poor reputations for reliability. In fact, Americans put more importance on things like design and appearance than on reliability, with 33% of new vehicle shoppers avoiding models based on their exterior design.