Advice To Dealers On Green-Car Sales: Focus On Cost Savings First

Green cars can’t help reduce emissions or save gasoline if no one buys them.

In the U.S., sales of electric cars and plug-in hybrids have been strong in some areas, but weak in others–and it may be because dealers are emphasizing green too much.

Lincoln Merrihew–vice president, transportation for market-research firm MillwardBrown Digital–told WardsAuto that buyers are unlikely to choose a car just because it’s green.

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He called green a “feel-good strategy,” and instead advised dealers to emphasize the potential cost savings that come with a more-efficient vehicle.
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