¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬¬THE MARKET Hybrid cars are categorized in the car sector which covers all descriptions and engine capacities, regardless the source of power. The automotive market is divided into two major sections which are private buyers (Consumer), and fleet buyers (Customer). Private buyers are a group of buyers who buy their cars from franchised dealers who provides car maintenance services as well as technical advice. Fleet buyers include a wide range of companies which offer rental services, transportation services, etc. Due to significantly increasing fleet market competition, high demands for the reduction of prices seem less appealing to the automotive manufacturers. The private car market becomes a major focus for automakers. AVAILABLE MARKET The US hybrid car market has been greatly influenced by Japanese automakers. Many of the American automotive brands are in the process of developing hybrids but have been slow to meet growing consumer demands. Figure 1 provides the percentages of market share in the hybrid vehicle marke......

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