A new study says demand for SUVs is "softening." No other term could injure the masculine auto-industry more than the word "softening." That's why automakers argue the report from Power Information Network LLC (a subsidiary of J.D. Power) is way off base. But the research firm says SUVs are staying on lots longer than cars, incentives are growing and overall price has dropped. Executives seem to be in denial though. "I'm just laughing," GM executive Paul Ballew said. "The fastest growing category is the sport-utility category. Car sales are still declining this year. ... We, who live with the data each and every day, do not see this happening." It's pretty sad when you have to live with cold, hard data day in and day out.