http://www.post-gazette.com/pg/05059/464017.stm<snip>
Electric motors have always been more efficient than gasoline engines because they don't waste energy by inefficiently burning fuel or transmitting their power through gears, Porche said.
"So when your neighbor gets that new Lexus that smokes you off the light because you're in your Dodge Durango that needs to sip gas for about 10 seconds before it really wants to move, he's going to go, 'I want that hybrid Lexus and I'll pay an extra $10,000 for it.' "
When Porche refers to American drivers' lust for power, though, he isn't just talking about the speed of an automobile -- he's also talking about the increasing demand for electrical power for accessories and controls inside the vehicle.
And that is reason No. 2 why he believes hybrid technology may have a much bigger future than J.D. Power forecasts.
"I call it the 'Pimp My Ride' phenomenon," said Porche, referring to the MTV program that transforms everyday cars into customized high-performance vehicles that are often loaded with electrical gizmos like motorized shoe racks or remote-controlled digital cameras.