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PRESS RELEASE
The future - cars that charge while you sleep?
New study reveals consumer demand for greener vehicles
September 18, 2008 – A new study has uncovered significant consumer demand for energy efficient technology in the automotive sector.
Figures from the study, undertaken by global market research agency Harris Interactive, reveal that 20% of Europeans are very or extremely likely to purchase a vehicle that has plug-in hybrid technology, not taking into account estimated market prices.
The study revealed that 30% of consumers who are likely to purchase the plug-in hybrid technology in their next vehicle would expect to charge it at least once a day or more. Once the vehicle is plugged in, they would expect to charge it for around 5.1 hours. A similar study is the U.S showed that, in comparison, Americans would expect to charge their vehicle more than their European counterparts - 56% anticipated charging their car a least once day and for approximately 6 hours at a time.
Just the convenience of plugging in a vehicle every night instead of filling up at the petrol station every week is also very appealing to plug-in hybrid considerers, with 72% of respondents preferring the plug-in option. “It’s clear that people are open to this new approach of adding energy to the vehicle. The fact that drivers prefer to conduct this task daily, versus once a week shows real promise for the technology,” said Stephen A. Lovett, director of automotive and transportation research at Harris Interactive.
The study also highlighted that further consideration is needed for the infrastructure to support a population of plug-in hybrid vehicles. Among the European consumers polled, 21% of those who would consider buying a plug-in hybrid indicated that they currently park on the street when at home.
Lovett continued, “While consumers are open to this technology, without major changes in infrastructure they will not be able to access the benefits of this technology. Our research has shown this needs to be addressed.
“Europeans tend to be quite open to technologies that contribute to additional efficiency in their vehicles. This is due to a combination of the higher fuel costs they experience as well as cultural differences, which result in a greater interest in environmental protection.”
In addition to the plug-in hybrid engine, Europeans also show significant interest in the Start-Stop System1 technology. Before market prices are brought into the equation, a quarter (27%) of all those surveyed also said that they would be very or extremely likely to purchase the Start-Stop System technology for their next vehicle.
Lovett commented, “Start-Stop Systems provide the greatest benefit in city driving environments. With Europe’s higher density and higher penetration of manual transmissions, the mindset progression to this type of system is more natural than, for example, the US’s more automatic-dominated, highway cruising landscape.”
The figures were taken from Harris Interactive’s AutoTECHCAST Europe study, an annual survey of adult vehicle owners in the United Kingdom, France, Italy, Germany and Spain. The research measures awareness, consideration and willingness to pay for 59 unique automotive technologies, including several alternative fuel and powertrain technologies such as the Hybrid Electric Engine, Plug-In Hybrid Engine, Dual Clutch Transmission (DCT) Direct Shift Gearbox (DSG), Fuel Cell Engine and the Start-Stop System.
ENDS
1 The Start-Stop system is an environmentally-friendly technology that cuts out the engine as soon as the vehicle comes to a complete stop, therefore reducing emissions, eliminating noise pollution and resulting in up to 10% greater fuel efficiency. Once the accelerator is depressed again, the engine automatically starts up so that driving can be resumed.
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For more information regarding this news release please contact Victoria Usher or Zoe Springett at Westgate, or call on 01732 779087.
2008 AutoTECHCAST Europe Methodology
The 2008 AutoTECHCAST Europe study was conducted online within the United Kingdom, France, Italy, Germany and Spain by Harris Interactive between May 12, 2008 and June 30, 2008 among 19,933 European adults aged 18 and over and who own or lease a vehicle, have a valid driving licence, have at least one household vehicle, own a listed European model – 2001 or newer. Results were weighted as needed for age, gender, education, region and income and to properly represent European vehicle segment owners. Propensity score weighting also was used to adjust for respondents’ propensity to be online.
Additional information about the AutoTECHCAST Europe methodology can be found at:http://www.harrisinteractive.com/services/autotechcasteurope.asp
About Harris Interactive
Harris Interactive is a global leader in custom market research. With a long and rich history in multimodal research, powered by our science and technology, we assist clients in achieving business results. Harris Interactive serves clients globally through our North American, European and Asian offices and a network of independent market research firms. For more information, please visit www.harrisinteractive.com.
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