Poll: US Consumers Eager for Hybrids, Unsure of Performance and Durability

21 November 2008

A new survey conducted by Ruder Finn Insights, the in-house research division of Ruder Finn, Inc., reveals that hybrid vehicles are increasingly appealing to consumers despite diminishing prices at the pump, though many perceptions of hybrids are out-of-date and based on initial impressions formed nearly a decade ago.

The study shows that for the first time a majority of Americans are willing to sacrifice perceived reliability, luxury, performance and comfort for better gas mileage as they plan their next vehicle purchase. At the same time, perceptions exist that gas-only cars are less expensive, more luxurious, and offer better design and comfort. Only six percent of respondents think hybrids are luxurious and just 12% feel they are better priced.

Additional findings of the online “The Hybrid Attitude Survey” of more than 500 Americans found that:

• Two in three respondents said they were likely to purchase a hybrid vehicle within the next three years.

• More than 80% of respondents said they would like to sell their gas guzzlers for more fuel-efficient cars today, but 87% stated they cannot afford to do so. This situation is likely slowing the demand for and purchase of hybrid vehicles.

• Major obstacles to purchasing a hybrid vehicle include perceptions that they not only cost more, but are harder to maintain and are not practical for long-distance driving.

• Car owners are separated into two equal schools of thought when it comes to the cost of hybrids; half of the respondents polled think they are too highly priced while the other half feel they are priced reasonably.

The hybrid industry has gone through a significant evolution in the last decade but consumer perceptions have not caught up. As manufacturers balance their portfolio of traditional and hybrid vehicles and weigh their go-to-market strategy, the study reveals a clear need to re-educate consumers on this significant industry transformation. A concise communications strategy conveying how far these vehicles have come, and all they have to offer, is paramount, especially for US automakers. Any Congressional bailout will likely place restrictions or provide incentives designed to produce more fuel-efficient, next-generation cars.

—Marty McGough, Director of RF Insights

The Hybrid Attitude study was conducted by RF Insights, the research arm of one of the world’s largest independent and full-service public relations agencies in August 2008. It surveyed the opinions of 514 American car owners from a census-balanced and representative online poll. The survey results indicate a margin of error of +-4.2%.