Hybrid cars and their semiotics

Hybrid cars and their semiotics

As some people might know semiotics is the study of symbols and symbol systems. This post focuses on the symbolic meaning of hybrid cars, and explores why this meaning is important to consumers. In short, people buy Hybrid cars because of their image.
Different vehicles send radically different messages to our peers. A Rolls-Royce for example defines its owner as sophisticated and wealthy, while a HEV owner might appear to be more socially responsible. There are quite a few studies showing that the average HEV owner/buyer see themselves as more "socially responsible" and "green" than others, which leads to a feeling of moral superiority. In fact, over half of all HEV purchases are motivated by the symbolic meaning of HEVs, rather than the actual performance of the car.
Its all about connotations:
Many car companies have a certain reputation that is unique to their range of vehicles creating stereotypes. For example "all Volvos are very safe cars". However, this creates a very dangerous phenomenon. We tend to transfer the properties of a car onto its owner extending the sterotype. "All Volvos are safe cars, therefore all Volvo owners mustbe very interested in safety". As a result many people decide to buy hybrids, just to be considered "responsible" and "green" even if they did not believe in any of those values.

In 2005 a study conducted on HEV owners yielded the following connotations for the Toyota Prius:

-Prius-Hybrid
-Future Technology
-Good for the World
-I care about the World
-I am a moral person
-I am a good parent

A supporting factor for these ridiculous connotations is the fact that almost every celebrity in the US owns a Toyota Prius to prove their climate awareness etc. Personally, I think that there are much better HEV cars on the market, but the Prius was the first of its kind.
A study on car buyers decisions from the year 2004 showed that many HEV buyers knew very well that they were buying an expensive, bad performing car that would, even on the long term, cost them more than its petrol powered version. Yet, they still chose the HEV (in most cases the Prius) to be seen as their idols, popular singers or Hollywood stars.