Study: Percentage of US New-Vehicle Shoppers Considering Hybrids Declines, While Diesel Consideration Climbs
16 July 2007
The percentage of new-vehicle shoppers who are considering a hybrid has declined as consumers become more realistic about the fuel efficiency capabilities of hybrid vehicles, according to the J.D. Power and Associates 2007 Alternative Powertrain Study.
However, actual sales of hybrid vehicles in the first half of 2007 increased more than 56% over aggregate sales in the first half of 2006, climbing to more than 181,000 units.
The J.D. Power study finds that 50% of new-vehicle shoppers are considering a hybrid—down from 57% in the 2006 study. While a general decline can be observed across all age groups, in particular younger vehicle shoppers, those 16 to 25 years old, appear less interested in the powertrain technology, with 60% considering a hybrid in 2007, down from 73% in 2006.
The average additional price hybrid considerers are willing to pay for this powertrain is $2,396, with the expectation of receiving an improvement of 18.5 miles per gallon (MPG) over a traditional vehicle of similar size.
In the 2006 study, we found consumers often overestimated the fuel efficiency of hybrid-electric vehicles, and the decrease in consideration of hybrids in 2007 may be a result of their more realistic understanding of the actual fuel economy capabilities. While hybrid sales are steadily increasing, they continue to face competition for market share against an increasing offering of other alternative powertrains and fuels options.—Mike Marshall, director of automotive emerging technologies at J.D. Power and Associates
The study also finds that consumer consideration for purchasing clean diesel vehicles, which were newly introduced to the market in 2007, is at 23%. In 2006, only 12% of shoppers considered purchasing diesel vehicles. On average, considerers of this powertrain are willing to pay an additional $1,491 for the clean diesel option and expect an average additional fuel economy of 15 mpg.
As the automotive industry steadily offers more alternative powertrain/fuel options to consumers, buyer preferences will continue to shift the market in the coming years. With high fuel prices, perceived dependency on foreign oil and an increased focus on environmental issues all being top of mind among consumers, manufacturers will not only have to continuously make efforts to produce more fuel efficient vehicles, but also to diversify the range of options.—Mike Marshall
The 2007 Alternative Powertrain Study includes responses from more than 4,000 consumers in May and June 2007 who plan to purchase a new vehicle within the next two years.
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