Despite polls indicating an unwillingness to pay for the technology, auto executive are pushing ahead with plans to produce and market electric vehicles. Mark Perry, Nissan’s North American product planning chief, estimated that electric vehicles will take 10% of the market over the next 10 years. The Center for Automotive Research disagreed, releasing a study saying car prices could jump by up to $9,000 to cover manufacturing costs, which could cannibalize any money the consumer was hoping to save on gas. [Detroit Free Press]