To these researchers, 60 year old Prius buyers are “elderly.”

They are not all left-wing tree-hugging former hippies either.

They are not all left-wing tree-hugging former hippies either.

How to be totally tone-deaf. The study looked at “a national cross-sectional survey of 314 consumers age 60 and older who had bought hybrid cars” and they write:

“The findings suggest that elderly consumers are concerned about how they appear to others when driving a hybrid car,” the researchers wrote. “They believe that driving a hybrid car builds a positive self-image of the people who drive them.”

Now I do not know how old the researchers are, but 60 year old Prius buyers are not elderly. They are not even seniors. They do skew older. From another study:

Hybrid drivers are a few years older than the average car buyer—closer to 50 rather than the average age of 40. J.D. Power’s 2007 review of auto industry marketing showed that only 2 percent of hybrid owners are 24 or younger; while 29 percent are between 45 and 54; and 33 percent are 55 and older. The 2007 Scarborough Research pegged the number of age 50+ hybrid drivers at 23 percent.

That is not “elderly.” Get it through your head.

Baylor University || Media Communications || News.

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