Suddenly, hybrids are a tougher sell

Automakers are adding inducements to help sell some gas-electric hybrid models – including Toyota’s Prius for the first time – in a sign that low gas prices could be hurting sales.

Some of the incentives are the same kinds of sales sweeteners that automakers used to sell their biggest SUVs when gasoline prices neared or exceeded $3 a gallon – including 0 percent financing and cash back, an analysis by auto buying research site Carsdirect.com shows.

Starting this month for the first time ever nationally, Prius buyers can get 0 percent financing for two years or lease payments as low as $219 a month, says Toyota spokesman Bill Kwong.

Until late last year, the model had been in chronic short supply. Buyers had to wait for months or pay premiums. Now Toyota is boosting production by about 75 percent to 175,000 this year.

“By increasing product, we’re fixing two things: availability and affordability,” Kwong says.

Still, low gas prices don’t sell hybrids. Although it had its best January ever, Prius’ 8.4 percent increase in sales for the month trailed the 9.5 percent boost in Toyota’s sales overall, according to figures from Autodata.

“Gas prices are not the news of the day anymore,” says Mark McCready, pricing analyst for Carsdirect.com. “When you look at other vehicles in the Toyota lineup, they are moving a lot faster than Prius.”

It’s not just Prius. Here are some of the other hybrid vehicles where Carsdirect.com also found incentives:

“Toyota Highlander. Low interest rates, 2.9 percent for 24 months, are offered in many markets.

“Honda Accord. The automaker is giving special discounts to dealers, which may or may not get passed on to consumers.

“Ford Escape. Depending on the region, Ford offers $2,000 cash back or 0 percent financing for 36 months plus $1,000.

The inducements are even better on Escape’s corporate sibling, Mercury Mariner hybrid. The Mariner has $3,155 cash back or 0 percent for 60 months plus $655 depending on the region.

Some hybrid versions of popular vehicles still have no incentives, including Toyota Camry, Honda Civic, Saturn Vue and Nissan Altima, which just arrived in showrooms.

Interest in hybrid vehicles will ebb and flow as gas prices change, predicts Ron Cogan, publisher of Green Car Journal.

“It doesn’t surprise me at all that people have short-term focus,” Cogan says. “People react in real time to what’s happening in their lives.”

No matter, hybrid vehicles will continue to be popular, he says.