Q: Maybe it’s just hard to get respect for something as sensible as gas mileage. Even with gas at $2 a gallon, people still don’t buy a car simply for good fuel economy, right?

A: Exactly right. What we’ve got is the stealth approach. We’re not trying to say buy this car—yeah, it’s ugly, yeah, it really doesn’t have the features that you want, yeah, maybe it’s a little too expensive, but buy it anyway because it’s the right thing to do. Because No. 1, you would go out of business. We have to make an attractive car and then one day you’ll wake up and say, “Hey, this thing gets pretty good fuel economy.” And you’ll feel good about it.

We’re in the business of collecting reviews on electrical products. I wonder what question we could ask to find out which features made the users feel surprisingly good?

(I found the honda interview via WorldChanging)