The Automotive Industry In the United States, the 2007 market totaled about 15.9 million cars and light trucks sold, down from about 16.5 million for the year previous. Production in North America during 2006, including cars and trucks of all types, totaled 11.8 million produced in America, 2.6 million produced in Canada and 2 million produced in Mexico. Globally, approximately 53 million new cars were sold in 2007, up from approximately 49 million the previous year. These estimates come from Scotiabank Group. There are approximately 244 million vehicles in operation in the United States. In 2007, there were approximately 806 million cars and light trucks on the road worldwide. By 2020, that figure will reach one billion. Currently, these vehicles burn nearly 260 billion gallons of fuel per year. In the United States, in 2006, the industry included approximately 21,200 new car dealerships, 1.07 million manufacturing employees, and 1.12 million retail new and used car dealership employees. According to NADA, total new car and light truck dealer revenues exceed $675 billion. The years 2004 to 2006 will long be remembered as a crucial period in the automotive industry. It was a period during which high gasoline prices sparked a seismic shift among U.S. consumers that is finally creating significant demand for fuel-efficient vehicles. Gasoline prices of around $2 a gallon began to make a huge dent in household budgets in 2004, and many middle-class consumers who owned gas-guzzling SUVs and pickup trucks began to wish they had vehicles that were much less expensive to operate. By 2005-2006, with gas prices hovering around $3, the party for traditional, large SUVs was over. Although gasoline prices moderated through much of 2007, they were still around $2.70 in most markets. One result was the phenomenal demand for Toyota's Prius hybrid car. Toyota responded by raising the price and planning production increases. Meanwhile, Toyota has invested in its plant in Georgetown, Kentucky, to enable it to produce 48,000 hybrid Camrys a year by the end of 2006—Toyota will likely regret creating even more hybrid capacity. Meanwhile, there has been good demand for Toyota's Lexus RX400h hybrid crossover. Ford launched its first hybrids, and other automakers, including GM, were greatly encouraged in their efforts to bring more hybrids to the market. However, the response to hybrids from U.S. manufacturers has been lukewarm at best. Consumers are generally not as impressed with U.S. hybrid technology as they are with that of Toyota models, and actual on-road mileage results have been disappointing, largely due to driver habits, such as rapid acceleration that consumes more fuel. fuel..