To illustrate, I recently spec'd out a honda civic, with the base model costing $19k USD, and looking at even hybrids like the chevy volt and prius, I'm basically paying a premium of $4k to $15k for what amounts to a nominal gain in mileage. It just doesn't make sense when the civic is cheaper and more fun to drive (huge consideration when you spend more than 10 minutes commuting every day.) Drop the honda to a fit, and the straight IC is even more of a hands-down winner.
Mileage standards are probably the most effective tool at reducing automobile emissions, and I wish more people costed that out and understood the economic impact, especially on poor people, before coming to any debate on the subject.
Edit: I realize this is more of an american perspective on an article about a european problem. I wish I could bike safely where I live, but the infrastructure costs would probably be tremendous given how spread out everything is here.