When Honda and Toyota first introduced their hybrid brands to the North American market, price was a major hurdle. Most folks weren't used to being charged an extra $10,000 for a vehicle, just because it delivered better gas mileage. Of course, this was before $4.00 gas came along. Once that happened, Toyota could barely keep a single Prius in the showroom. Some consumers were actually offering more than sticker price.

Today, however, the national average for gasoline is back down to $2.22. And swimming in the eye of a full-blown recession, hybrid demand has waned a bit. But that doesn't mean it's disappeared. In fact, most know that today's gas prices are nothing more than a brief respite. And in another year or two, we'll be flying right back over $100 oil. Economic recovery, OPEC maneuvering, and the reality of peak oil will see to that. So it's no surprise that nearly every major auto maker either has a hybrid on the road, or a hybrid in development. Hell, Toyota has even claimed that by 2020, hybrids will account for all of the automaker's new cars. And as you're probably aware, Honda charged right back into the hybrid market this year with its latest Insight.

In recent weeks, the Honda Insight has been plastered all over the media. And just today, Honda announced that its Insight has just ranked as the top-selling vehicle in Japan for April. This is the first time any hybrid has hit this mark. According to the Japan Automobile Dealers Association, Honda sold 10,481 Insights in April. Many believe the Insight's competitive pricing of just under $20,000 could be a deal maker for consumers. And we agree. In fact, we believe that we'll see a similar reaction here in the United States, as price is clearly a key factor for the U.S. consumer. Although it will be interesting to see how Toyota does with its latest Prius - which delivers about 9 more miles per gallon than the Insight. But it will also run you an extra $2,200.

We're also looking forward to seeing how the Ford Fusion Hybrid measures up. The car is a bit pricier than the Insight and Prius. But it's also bigger, and of course, carries that "Made In America" label that for many, continues to take precedent over price and fuel economy.

Jeff