It's the 31k price tag that's killing it more than anything else. For a hybrid to be a sales success, it has to have instant return on investment. People see the value of a Prius because the sticker is in the mid 20's and you're getting 50 miles per gallon. But someone who can afford a 31k car is not concerned in the least bit about how much they are saving on fuel. So, to them, why not just save 4k on sticker and get a standard Accord EX V6 sedan? Sure it uses a little more fuel than the hybrid Accord, but it's not enough to make a huge impact.