[richardw]

I strongly suspect it's not a binary market with people that care about efficiency on the left and those that don't on the right. There'll be those that care, but prioritize higher performance. Those that want a bigger car due to safety reasons. Combinations thereof.

The market likely maps onto the technology adoption life cycle, and the hardcore SUV petrolheads are likely the 'late majority' or 'laggards'. That leaves a lot of room for market development before even considering those people. They'll take years or decades to change, so ignore them and focus on the customers in the early majority. That includes SUV or sportscar drivers who would like to save money, who do care about the environment, who have moved to a city, etc.