CONSUMER ATTITUDESNew Technologies: How Badly Do Consumers Want Them?TOLEDO, OH (Jan. 5, 2006) - Maritz Automotive Research Group has completed a study targeted at assessing consumers' awareness of alternative powertrain technologies and the willingness to consider them when purchasing their next vehicle. The study compared the change in consumer attitudes between August 2004 and August 2005, a period when the median regular gasoline price rose from $1.85 to $2.58 per gallon.
Hybrids The number of consumers who are strongly considering hybrid technology for their next vehicle purchase nearly doubled from 2004 to 2005, from 17 percent to 29 percent in just one year.
The study reported that of those willing to consider purchasing a hybrid, 87 percent of people who would give equal or more consideration to buying a hybrid vehicle. Nearly 85 percent are willing to pay more for the hybrid compared to a traditionally powered vehicle, with the average premium acceptable being $2000 more.
Top reasons cited in considering a hybrid purchase:
* Rising fuel prices (97 percent).
* Traveling more miles between fill-ups (79 percent).
* Reducing pollution (78 percent).
* Reducing Americans' dependence on foreign oil (74.5 percent).
* Receiving tax credits (55 percent).
* Better engine performance (27 percent).
* The enjoyment of having the latest technology (19 percent).
Diesel Despite the attention given to a new generation of "clean diesel" engines, consumers have little enthusiasm for these vehicles.
Nearly 60 percent of the respondents said they would not consider a diesel-fueled vehicle on their next purchase. The study noted that there was a lack of awareness by consumers of the technology, improved cleanliness, lower operating costs and availability.
Of those who would not consider a diesel vehicle, reasons included:
* Noise and smell (70 percent).
* Didn't see the advantages (56 percent).
* Believe that diesels produce too much pollution (45 percent).
Hydrogen fuel cells Overall, 61 percent of those surveyed were aware of fuel cell technology. Furthermore, 57 percent of respondents believe that auto manufacturers should be able to do this within the next five years (57 percent).
The top reasons for interest in fuel cell technology included:
* Reducing fuel costs (88 percent).
* Reducing the country's dependence on foreign oil (83 percent).
* Environmental factors (83 percent).
* Decreasing the overall expense of operating the vehicle (66 percent).
"Consumers are hoping for change," said David Ensing, Ph.D., director of research and development for Maritz. "Buyers are feeling the pressure of rising gas prices and dependence on foreign oil, and they're hoping new solutions will be made available to them sooner than the 10 years many manufacturers are projecting."
(Source: Maritz
Research)
