The entire auto industry is taking a hit partly because the cost of gas, but more impactfully because of the housing market and economic concerns.

Toyota several years ago (10+?) had the forsight to invest in Hybrid technology and are now reaping the benefits of that. Thr prius can't be manufactured quickly enough to sell - which is 'hurting' thier sales and actually causeing consumers to buy Honda Civics.

I would argues that wealthier indivuduals still are not influenced by the cost of gas and will buy whatever car they deem most luxury/fun/reliable or whatever they care most about. Some will start to look at the Lexus Hybrib line-up from the like the LS600h or GS450H, so that they get all the luxyury (with good power) and get the mental feel good of having a hybrid.

Going green will be in style for a while not only because the cost of gas but also because the environmental concerns and some new found 'cool factor'. It's a shame that the big have the long-term focus that Toyota did to improve efficentcy and technology, now they are playing catch-up. However, I think some new tech (hydrogen or whatever) will be developed and we'll see the tides turn again.