For auto buyers there are the somewhat important things, like fuel economy, and then the really important things, like cup holders.
CNW Marketing Research says interior conveniences like heated seats and cup holders are higher in priority (73%) for shoppers than fuel efficiency (67%). Mike J. Jackson, chief executive of AutoNation, the country's largest public dealer network, sees this all the time. And he says consumers may talk fuel efficiency, but they don't necessarily buy it.
When they come in for the moment of truth to write the check, fuel efficiency is not winning. Look: Gas is $3, everyone's talking about hybrids, there's a huge social responsibility discussion going on. And yet overall fuel economy improved by just half a mile per gallon on vehicles sold in the last 12 months.