Driving Sports

According to a report out by AutoPacific today, Americans have not only forgotten about the killer high gas prices of 2008, but they're getting right back into the same big SUVs and gas hogs that they couldn't give away the last time fuel prices took a trip to the stratosphere.

The good folks at AutoPacific tell us that the median fuel price paid in January, 2010 was $2.69 per gallon, up only 21 cents from July, 2009 but up 80 cents per gallon from January, 2009. Fuel prices increased significantly over the first half of 2009, but have significantly moderated their rise over the last six months. But they also haven't gone down any this winter.

Against this backdrop, AutoPacific conducted a study of consumer attitudes about new car purchases.

When asked what kind of vehicle respondents would select if they were to replace their primary vehicle, in January 2009 24% selected a Small Car. By June 2009 Small Car consideration had fallen by a third to 16% and fell another third to 12% in January 2010. In one year, consideration for Small Cars has fallen by a half. During this time, the price of fuel went up, but the interest in small cars went down. AutoPacific thinks that perhaps Americans have become accustomed to higher gasoline prices – we think they're just not very smart.

The story with respect to hybrids is even more dramatic. Despite an 80 cent per gallon increase in the price of fuel hybrid intention is down from 25% a year ago to14% six months ago to 11% In January 2010. AutoPacific wonders if the bloom off the hybrid rose, and we tend to agree – as people get used to high fuel prices, they won't want to spend the "extra" money on a fuel-efficient vehicle.

Of course, if people aren't buying small or fuel-efficient, what are they planning to buy?

The small car results are in dramatic contrast to SUVs: 16% a year ago, 20% six months ago, and 26% in January, 2010 – an increase of 63%. Pickup truck sales prospects are also up, but a big chunk of those are  commercial purchases with different motivating factors.

“What a short memory we have” said Jim Hossack, the study's author at AutoPacific.

"What a bunch of morons," responds DrivingSports editor Jeff Zurschmeide.

Honestly, what are these people thinking? Or rather, are they thinking at all? We're in the middle of the worst recession in most people's lifetimes, and all indicators from the government (whose outlook is always more optimistic than reality would dictate) is that no jobs will be added to the economy in 2010. None. And anyone who thinks that gas prices won't take a spike this coming summer is not just whistling past the graveyard, they're walking right into an open grave.

Maybe there's a good reason for the trend towards SUVs. With 1 in 7 American homeowners facing foreclosure right now, a nice big SUV may be the smart replacement for the house they used to have.

The final analysis is this – if you're jonesin' for a big SUV, wait till summer. If you still want one at that time, you'll be able to pick one up dirt cheap from the idiot who bought it new today. Count on it.