HEV market penetration exists in a circular loop of purchase, use, retirement, and repurchase, i.e., the consumer ownership cycle. Existing HEV market penetration models focus on a single linear process, such as purchasing, without "considering other processes. Market penetration policies based on such models can facilitate a single process, but they cannot boost market penetration as planned. Combining system dynamics with consumer choice models, we propose a new HEV market penetration model to describe the dynamic circular market penetration process as well as its interaction with macroeconomic conditions and government policies. In this way, our model finds bottlenecks, estimates the future effects of different policies to solve bottlenecks, and identifies more effective combinations of policies to boost HEV market penetration. Our empirical analysis of Korean HEV market penetration reveals that combining a tax incentive and retirement subsidy will be more effective than offering either of those alone. Also, HEV market penetration becomes slower when the tax incentive is smaller than the retirement subsidy (or vice versa) because consumers escape the market penetration loop. (C) 2016 Elsevier Ltd. All rights reserved.