The key aim of this study is to evaluate the product efficiency of current hybrid vehicles and suggest effective policies to promote hybrid vehicles in the Korean automobile market and development trends of hybrid vehicles. The efficiency levels for car models sold in Korea, including hybrid ones, were measured using the recently developed discrete additive data envelopment analysis (DEA) model that reflects consumer preference. The result of the analysis shows that current hybrid vehicles on the market are still at lower competitive advantage than traditional car models with conventional combustion engines and we can suggest a mix of incentive policies to promote the competitiveness of hybrid vehicles. In addition, we also identify two distinctive trends of hybrid vehicle development: environment-oriented hybrid vehicles and performance-oriented hybrid vehicles. It implies that the government should take account of development trends of hybrid vehicles to achieve the policy goals in designing support schemes and automobile companies that are willing to develop hybrid vehicles can also gain some insights for making strategic decisions. (C) 2009 Elsevier Ltd. All rights reserved.