Consider hybrids. For all the ballyhoo surrounding them, Mason estimates they currently comprise only two percent of the U.S. market.
Ford Motor Co., which is so environmentally conscious that it sprung for costly "green" roofs on buildings at the Dearborn, Michigan facilities, believes the solution is in a variety of eco-friendly vehicles including hybrids and those with eco-boost technology.
"I'm always surprised when people talk about environmentally friendly cars with superior fuel economy as the right choice," said Ford's Jennifer Moore, noting sedans don't usually accommodate families with more than five members. "Car purchase should be based on the vehicle you need...The whole notion of SUVs as evil just doesn't make sense."
Some also wonder if a nation-wide infrastructure that allows cars to "plug-in" makes sense, especially when road repairs are often funded by gasoline taxes. Certainly Sonoma County, California, Seattle, and some other major metropolitan areas have committed to such Nissan-spurred infrastructures but the test will come when other less "green conscious" municipalities are approached.
Toyota's Amy K. Taylor said the company has placed 500 plug-in hybrids worldwide to test consumer use. As part of that program, the automaker is working with utility companies to determine what infrastructures are needed to make the plug-ins practical. But no matter what the outcome, plug-ins won't work for every consumer, said Taylor, citing her 84-mile round trip commute.
But Mason noted that EVs - whether by Nissan or others - may well work for a select portion of consumers especially considering government incentives to those that buy.
"People are pretty optimistic about the EV and there is reason to be optimistic," said Mason. "We've seen it with hybrids. Costs have come down and technology has improved. There is certainly a positive outlook for EVs down the road but at the end of the day, they will only be part of the solution."