Lutz was also asked will people pay for higher fuel economy? Lutz said if we see a rise in gasoline prices to European levels ($8-$9 a gallon) people will start valuing high fuel economy numbers but right now it's just a small, altruistic segment of the population. Lutz continued, saying he finds it troubling that all of this green tech adds six or seven thousand dollars to the price of the car. Lutz thinks the technological path to 35 MPG CAFE is clear; the business way, on the other hand, is covered in fog because there are no free lunches.
[Source: Wall Street Journal]