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Have automakers over-played the plug?

Like past studies, the University of Michigan plug-in study finds that a number of Americans, 42 percent in this study, are interested in plug-in vehicles. Of course, most of those interested are only willing to pay about $2,500 extra for a plug-in vehicle, which is also in line with most other studies.

The study also finds that foreign oil dependency is a much bigger plug-in adoption factor than is global warming.

Consequently, while there is a market for plug-in vehicles, there seems to be a far greater market for cost-effective, foreign-oil dependency-fighting solutions than what plug-in vehicles are going to address any time soon. For instance, other studies have suggested that as many as 80 percent of Americans are interested in hybrid cars, again, if the price is right.

Obviously, the price isn’t right for most Americans today. Nor are there enough hybrid choices.

However, that will have to change if Toyota is to achieve its 30 percent hybrid sales goal by 2020. And, if they can achieve this goal, imagine how many potential plug-in hybrid consumers Toyota will have in its pipeline just as plug-ins start achieving scalability.

Some have called Toyota’s plug-in plans “conservative”. In reality, aren’t Toyota’s battery-powered vehicle plans not only more aggressive than every other automaker, but also more realistic?