Hybrid/electric technology is thriving. Battery prices have decreased. Efficiency has improved and the cost of ownership continues to decline. The problem? Consumer interest has declined over the last 5 years according to a recent J.D. Power survey.

While prices for hybrid vehicles have dropped significantly, they still command a premium over gasoline counterparts. Recent 2017 data shows that 73 percent of consumers would not consider purchasing a hybrid vehicle, which is a steep increase from 48 percent in 2011.

Fully electric vehicles shared the same fate, losing 50 percent of original interest since 2011. Range continues to be the largest concern when giving up fossil-fuel. Also, a lack of charge-friendly infrastructure has consumers hesitant to commit.

Despite the slow adoption, manufacturers continue to produce EVs and hybrids. Regulations have forced a substantial increase in fuel economy by 2025, and in order to meet those standards, electricity remains a part of the plan.