There is the joke/anecdata about the affluent two car families with a porsche and a prius (apparently Lexus were appalled that 'their' customers were going downmarket to signal eco-credentials). One of the original founders of Tesla talks about spotting this target market in a video talk which most HN readers would enjoy (the relevant bit is around 10 minutes in, explaining how rich the people who bought the EV-1 were and why it's silly to target EVs at the people who want to save money on gas)

https://www.youtube.com/watch?v=hf15nMnayXk