Ward’s Automotive reports that a new study by Accenture finds that while potential buyers are expressing a strong interest in hybrids and electric vehicles, those vehicles will have to bring more to the table than just great fuel economy.

Some 65% of those surveyed said that a green car would have to also offer top notch performance, reliability and affordability in order to persuade them to lay their cash on the hood. Interestingly, a majority of those responding said they would not be willing to pay more for a green vehicle such as a hybrid or an electric. Given that most hybrids cost somewhat more than comparable gasoline cars and that plug-in hybrids and electrics are likely to cost considerably more, these technologies may not catch on as quickly as some would hope.

--M.D.