<p>The problem at the present is that the consumer demand is still there for light crudes, so the oil companies have no incentive to look for an alternative. Currently, they have no conflict between maximizing revenue and keeping prices low because the demand for gasoline is not wavering. I think the consumers still feel there are no alternatives, and that in order for them to go to work, they have to drive. In order to affect change, one of a few things need to occur: 1) consumers reduce purchase of gas significantly enough to affect the bottom line of gas companies (reduce demand), 2) someone begins to adopt alternative fuel usage (threat of substitute), or 3) the government passes some type of a law mandating use of alternative fuels (regulation). Otherwise oil companies have no incentive to make the change, nor even to be sensitive to it.</p>
<p>Having said that, I think option 2 is being worked on right now. Hybrids aren't alternative fuel, but it's at least an alternative use of the fuel. The more car companies jump on this bandwagon - and Honda has begun production of other fuel sourced cars in the U.S. - the quicker the adoption will be. I'm all for the 40mpg Camrys and Altimas, which probably means 40mpg Lexus and Infinitis are just around the corner. I also think a foreign gas company that specializes in LPG or other already existing fuel types could make a play in the U.S., and convince the car makers to enter the national market with these cars. They're already in production elsewhere in the world, so it should not be difficult if they can get past 2 things: they're a complementary product so they need the cars that use the fuel, and the government lobbyists.</p>