'Bobos' Made Hybrids Hot

Meet the bobos: influential, affluent consumers who are flexing their economic muscles.

Published: 06-Mar-2005

NEW YORK (CNN/Money) - A few years ago, David Brooks accomplished an uncommon publishing feat: he wrote an insightful best-seller.

The book, "Bobos in Paradise: The New Upper Class and How They Got There" (Simon & Schuster: 2000), explored how loosely defined counterculture perspectives, held by rich people, have transformed American society.

Brooks called his subjects "bobos," or bourgeois-bohemians. And in the years since he first identified them, their economic influence has only accelerated.


Playing catch-up a decade late, the world's auto giants now find that they have to lease or buy technology from Toyota.

Spc. Jeffrey Hamme and Staff Sgt. Michelangelo Merksamer of HHC, 1/506th Infantry, point out features of the Hybrid Electric Humvee at the AUSA Annual Meeting earlier this month. The two Soldiers participated in a Military Utility Assessment of the prototype vehicle last month at Fort Campbell, Ky.

Ford's 'Hybrid Patrol,' a 10-city initiative this fall that aims to show hybrid drivers how to drive for best fuel economy. EV World photo of Bill and Lisa Hammond on way to first Ford Patrol event in Detroit during stop-over in Omaha.


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