An interesting article describing Why People Don't Use Mass Transit. Of course, none of this is new to transportation professionals, but it is worth repeating as agencies consider spending more money on new transit infrastructure. Individuals have preferences, one of which is to save time, one is to be in comfort. When transit systems save time and are more comfortable they will attract "choice" passengers, those who can afford other modes, otherwise they will be left with "captive" passengers, those without better choices.
Transit works in some places, not in others. Cars work in some places, not in others. If we can match the modes to the environment, we will be successful.