Fuel prices are an increasingly important factor in what shoppers study before they
purchase vehicles. The 2004 J.D. Power and Associates “Escaped Shopper Study” found that 15
percent of new-vehicle buyers will reject a vehicle because of its fuel economy.
those shopping for a full-size SUV, 22 percent will reject a model due to gas mileage, and
about 40 percent who decide on something else will downsize to a midsize SUV instead.
Rebates are another factor. Power says 18 percent of shoppers reject a model due to
insufficient rebates; that’s up 2 percent over 2003.