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Prepare for a powertrain technology onslaught, experts say, a regulatory fueled offensive seen as a boon to suppliers with the right parts and components and a challenge for automakers because many U.S. consumers are uneducated about the benefits of paying extra for higher fuel economy.

“People know about one-third of what these technologies can do,” says Bryan Krulikowski, vice president-Transportation and Technology at Morpace Market Research and Consulting.

Krulikowksi, whose group publishes an annual survey of consumer interest in powertrains, says a lack a buyer familiarity with fuel-saving technologies will be a major hurdle for automakers in the coming years. Fuel-economy regulations will continue to tighten and compel automakers to add expensive powertrain technologies to their cars and trucks, but buyers do not see the benefit, especially when gasoline prices remain a relatively cheap $3 per gallon.



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Most Drivers Can't Tell You What Is Under The Hood Now, So How Are They Going To Choose From A Raft Of Upcoming Powertrains?

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