Observing the hybrid owner
Research anthropologist Tom Turrentine of the University of California, Davis' Institute of Transportation Studies believes that hybrid ownership is about people "advancing the storyline" of their lives. UCD team member Ken Kurani adds, "It's driven by owners trying to extend their identity in a new direction or further along in a direction they were already heading."
UCD researcher Rusty Heffner says, "People see a lot of significance in their hybrids. For many, once they decide to buy a hybrid, other types of vehicles are no longer an option. Driving a hybrid can express values such as building a better world, thinking about 'us' and 'we' instead of just 'me.' It can involve cooperatively addressing bigger issues like the environment and energy shortages. Buying a hybrid is a step forward in bringing these values to one's life story."
Hybrid expressions
Journalist Andrew Tilin, currently researching a book on Prius history, says, "Prius is a statement car. It says more about the driver than a bumper sticker ever could."
Still, the vanity license plate is a medium of expression for many hybrid owners. Here are submissions to a contest conducted by hybridcars.com. Most are real, some are flights of fancy.
What people are talking about
"John1701a," who runs the popular Prius site John1701a.com, weighs in on issues of concern in Prius chat: "A good deal of online chat in hybrid forums focuses on fuel economy -- mostly techniques for improving mileage and comments on EPA estimates. Some people go into minute detail in tracking their mileage and discuss every possible nuance. And then there are the hypermilers, who really push the envelope.
"A lot of attention in forums is being paid to Toyota's lead in hybrid technology over other companies. Toyota has developed a full hybrid architecture that is the standard people use to judge hybrids. New cars are being announced by other companies that are not full hybrids. People are concerned that they won't match Hybrid Synergy Drive's capabilities."
Prius chat also covers customizing. Personalizing cars is an American obsession, and Prius is no exception. Topics include wheels, window tints, sound systems and aftermarket options. Discussions cover satellite radio, heated car seats, color matching mud flaps to factory body colors and the finer points of whether to use perforated or standard leather seat kits.
Where to find hybrid chat
Yahoo! has many forum Groups dedicated to Prius. Enter "Prius" in the Group search text box, and you will find more than fifty listed. PriusChat.com has a roster of more than a dozen regional Prius interest groups around the country. Greenhybrid.com features a Discuss section for chat and a Share section for photos, and hybridcars.com has a discussion page.
Hybrid Synergy View reader has the last word
Michael Hiatt of Ft. Collins, Colorado, responded to the request for stories in the last issue of Hybrid Synergy View. His contribution sums up many people's feelings about their hybrids.
My Prius -- Nicknamed Pri
"I have owned many 'flagship' vehicles in the last ten years. Pri just gets so many things right in comparison. After adding satellite radio, GPS navigation and custom seat covers, Pri performs his daily job with style. It's interesting to note that Pri goes more places since I don't second-guess my need for the trip -- we just go and have fun!"
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