April 9, 2008 - Despite fielding their own green-car models, U.S. automakers continue to play catchup to Toyota and its Prius hybrid - because for many car buyers, the iconic Prius projects a "halo" of conscious consumerism, Reuters reports.

While consumers say they'd be perfectly happy with a small decal identifying their car as a hybrid, sales figures indicate that consumers may not be entirely truthful about their motivations for choosing one green vehicle over another, says George Peterson, president of consulting firm AutoPacific Inc.

"Our respondents are lying through their teeth," Peterson says. "The dramatically different look of the Prius is something that's appealing. The Ford Escape and Toyota Camry hybrid have not been as successful because they don't look as different."

The Prius may have some serious competition soon, however. GM is promoting its electric Chevrolet Volt as the next "halo" car, generating buzz at autoshows and through advertising well in advance of the Volt's expected release in 2010.